Sports betting in the U.S. is booming. During the 2021 NFL season an estimated 45 million Americans are expected to wager at least $12 billion. Since a 2018 Supreme Court ruling, sports betting is now legal in more than 30 states.

A flood of new customers eager for risk and excitement has made DraftKings one of the nation’s biggest sportsbooks. In the third quarter of 2021 DraftKings revenue rose 60% from the year prior to $213 million. During that same period with mobile betting launching in several states the number of its monthly unique paying customers rose 31% to 1.3 million.

And the online sports betting and gaming industry in the U.S. is just starting to grow. As of 2021 only 4% of gross gaming revenue in the U.S. was generated online compared with 45% in a more mature market like the UK. The online sports betting market in the U.S. is expected to be worth nearly $40 billion by 2033. So what does the future look like for legal sports betting in America and what challenges lie ahead for sports betting providers like BetMGM, FanDuel and DraftKings?