Sports betting is still in its infancy throughout much of the US, with a handful of states yet to legalize online sports betting at all. In Europe, on the other hand, betting has been well established for centuries. And that’s created an environment that’s vastly different - culturally and legally.
US sportsbooks are now growing at a rapid rate, with options expanding by the day. But there’s plenty that US sportsbooks can still learn from their European counterparts, which definitely come out on top when it comes to market variety, odds and in-play technology.
Let’s take a look at the five top lessons US sportsbooks can learn from European operators.
Covers Key Takeaways- Expanding into new sports betting markets is essential for U.S. sportsbooks looking to grow their user base.
- Novelty markets offer untapped potential — even if the financial upside is modest.
- In-play betting is the next frontier in the U.S. — one European bettors already embrace deeply.
More Markets Mean More Opportunity
Compare the variety of markets on offer in Europe with those available in the US and the differences are clear to see. European sportsbooks offer a range of markets far broader than what’s available in the US, with odds on almost every eventuality, in every game.
Take football, for example, Europe’s favorite sport. Top European sportsbooks offer odds on a whole range of different player stats in advance of games, and during, along with odds on other events like red and yellow cards, corner kicks and so on. In the US, options tend to be far more limited, particularly when it comes to in-play betting.
US sportsbooks could definitely take note of the number of different markets available throughout Europe, as well as the more diverse range of sports and events covered.
Instead of playing it safe with the likes of MLB, NBA and NFL markets, we’d love to see US sportsbooks start to branch out and give their customers the chance to have a flutter on sports and players that they might be less familiar with.
Novelty Bets are a Crowd Magnet
Sports betting is a huge draw for online sportsbooks in Europe and the US, of course. But in Europe, sportsbooks also offer odds on a whole range of different events that have nothing to do with sport.
While betting on things like political events does happen in the US, it’s much more limited - with far fewer players taking the risk.
The recent passing of Pope Francis is a prime example. As news of Pope Francis’ passing spread, it spurred a flurry of activity from European bookmakers, with each competing to outsmart the others as they attempted to predict his successor.
UK newspaper The Guardian soon reported that “gambling industry sources said they had been swapping tips on the runners and riders, as if the 252 cardinals were thoroughbreds being paraded through the paddock at the Grand National.”
It’s not just the race to decide the next Pope that’s inspiring European sportsbooks, either. In the UK, sportsbooks take bets on everything from the next James Bond, to the winner of the Eurovision Song Contest.
Betting on reality TV shows is also hugely popular, with sites like Paddy Power taking bets on the next winner of talent show The Voice, and star-studded Saturday night favorite Strictly Come Dancing (the UK equivalent of Dancing with the Stars).
In Europe, the culture of betting is quite different to that of the US, with people far more likely to place small bets on upcoming events, even when the possible returns aren’t particularly high. That’s largely why novelty bets are more prevalent throughout Europe - but this certainly doesn’t mean that novelty betting couldn’t take off in a similar way in the US.
🌟 Covers Novelty Market Content
Competitive Odds Keep Players Loyal
Online betting has been around since the days of dial-up internet in Europe. The maturity of the market, in comparison to that of the US, means that competition is much higher. Margins therefore tend to be lower, and as a result, odds are far more competitive.
If US sportsbooks are to attract new players, and retain existing ones, competitiveness is of course enormously important. But the regulatory framework of the US doesn’t yet lend itself to a hugely competitive market. Sportsbooks operating in the US have also tended to prioritise things like customer acquisition and retention over the competitiveness of odds in recent years.
It all boils down to the fact that, in many US states, there are only a handful of legal options for players to choose from. The likes of FanDuel, DraftKings and BetMGM.
Compare this to countries like the UK, where there are currently 175 online bookmakers licensed to accept bets online, and you can see why European competition is so much fiercer - and why players are benefiting from better odds.
The odds available throughout Europe are also swayed by the prevalence of betting exchanges. These platforms influence odds at top sportsbooks, as odds are set by bettors themselves. By contrast, the US has far less access to such platforms, further reducing the competitiveness of odds at major sportsbooks.
There’s Always Room to Improve User Experience
Online sportsbooks in Europe are typically more sophisticated than US versions. This too is largely down to the fact that they’ve been around far longer.
In Europe, online sportsbooks have had decades to hone the user experience they offer. US online platforms are still relatively new, leaving operators with less history to look back on, and less data to lean on as they tweak designs and features.
Mobile optimisation is a key area in which US sportsbooks are lagging behind. European operators have long prioritised mobile interfaces, knowing how many of their customers rely on mobile betting to place bets on the go. It’s meant more intuitive designs across European mobile sites and apps, which US operators could learn a thing or two from.
This is an area in which US sportsbooks are expected to catch up relatively quickly, however. The user experience on offer at US sites is constantly improving, and over the coming months and years we can expect to see dramatic UX improvements in the US.
Betting’s Future Is In-Play
In-play technology in Europe is racing ahead of what’s currently available in the US. Sportsbooks in Europe now offer a whole host of different features, leading to a dramatic upsurge in the uptake of in-play betting across the continent.
Advanced data feed providers such as Opta and Genius Sports are used by European bookmakers to provide live updates and statistics as games play out. Every single second of a match is tracked and analysed, with odds then updated in real-time. In-play markets like next goal scorer, correct score and total number of goals can then be kept up to date, on a second by second basis.
The integration of live streaming has further enhanced the experience offered by many European sportsbooks. Many operators now provide live streaming side by side with in-play betting options, allowing customers to place their bets via mobile devices as they watch.
European sportsbooks are also pioneers when it comes to features like the cash-out. First offered by BetFair in 2010, cash-out features are now available for almost every game. It means players can settle a bet before an event concludes, with the money offered changing depending on how the game is progressing.
Since being introduction by Betfair, cash-out features have become industry standard across Europe, ideal for players looking to minimise potential losses without completely giving up hope on a pay out.
Some US sportsbooks, such as DraftKings, FanDuel, Caesars and BetMGM, do offer the option to cash-out during games, but the feature remains quite new in the US. It comes with far more limitations than it does in Europe, and partial cash-outs remain relatively rare in the US.
In-play technology is the future of sports betting, no doubt about it. And European operators have been leading the way in this area for decades. US sportsbooks, on the other hand, still have plenty to learn about how this tech can transform player experiences.
US sportsbooks should look overseas for inspiration
Sports betting continues to expand at a rapid rate throughout the US, as lawmakers and operators adapt regulatory frameworks and improve the availability of sports betting. But as the availability of sports betting surges, so, too, will the competitiveness of the industry.
US sportsbooks wanting to stay at the top of their game should look to European operators to see exactly what needs to be done to improve customer satisfaction and drive engagement, while adhering to the responsible gambling guidelines that keep players safe.
The US has plenty to learn from Europe, and players can only benefit from the lessons these European operators have to share. Let’s see what the next few years hold for US sportsbooks. Things can only get better!
📌 What We’ve Learned
- Broader markets = bigger opportunities. European books thrive by going beyond the Big Four.
- Novelty bets aren’t just fun — they’re sticky. From Popes to pop stars, they create engagement.
- In-play tech is everything. Data, speed, and UX all matter more than ever.
- More competition = better odds. Europe proves that choice drives value for the player.
