Optimove Insights: US customer deposits consistently double the global average
Oren Elias, marketing research analyst at Optimove, delves into the numbers to ascertain how the US market stacks up against global averages for key player metrics
This analysis examines key performance indicators in the online gaming sector, comparing the US against the global market. The data is based on a 12-month average of 3.2 million active players per month in the US and 21 million globally. The period analysed spans from November 2024 to November 2025. The insights cover player growth, deposit amounts, betting volumes, retention rates and player activity.
Key findings and insights
- Divergence between funding versus action: While average deposit amounts increased significantly, actual wagering activity contracted. Both sports and casino betting amounts fell in November, suggesting that while US players added more funds in late 2025, they were hesitant to bet immediately.
- US casino decline: Over the last quarter, the US casino sector has reflected a clear downward trajectory. The average total bet dropped consistently to $6,121 in November. Simultaneously, the active casino bettor base contracted from 98% of the baseline in September to 86%, marking the weakest quarter for US casino engagement in the 12-month period.
- Retention volatility: US retention rates swung from 75% in September to a low of 60% in October, before rebounding to 69% in November. In stark contrast, global retention remained almost flat since February, demonstrating superior habit formation.
- Global October peak and November correction: For the global market, October 2025 served as a peak activity month that was corrected in November. Global metrics for activity days (9.3) and sports betting ($420) all hit relative highs in October before dipping in November. This indicates a seasonal adjustment after the start of the sports season.
- Global growth versus US contraction: The 12-month period reveals a contrast in the US and global market trajectories. The US market has contracted significantly, ending November 2025 with casino bettors counting at just 86% and sports bettors at 88% from the 100% November 2024 baseline. Conversely, the global market achieved positive year-over-year growth, with active casino bettors rising to 108% and sports bettors to 103%.
Average monthly total deposit amount
Data reveals a massive disparity, with US deposits consistently double the global average. While the global trend remains stable around $220, the US shows significant volatility. Recently, the US market displayed resilience, rebounding to $531 in November 2025 after an October dip, whereas global figures remained flat at $230.
- US
November 2025: $531
12-Month trailing average: $522
- Global
November 2025: $230
12-month trailing average: $222
Average total monthly casino betting amount
US players wager astronomical amounts compared to global players, with averages consistently ranging between $6,000 and $8,800, whereas the global average sits firmly around $1,300. This indicates that while the US may have fewer activity days (as seen in other charts), the intensity of play is far higher.
Comparing the recent months, however, the US market has taken a significant hit. The average bet amount dropped from $6,733 in October 2025 to $6,121 in November 2025, marking the lowest point in the entire 12-month period. The global market also saw a slight decrease, moving from $1,369 in October to $1,341 in November, but it remains far more stable relative to its annual average.
- US:
November 2025: $6,121
12-month trailing average: $7,638
- Global:
November 2025: $1,341
12-month trailing average: $1,359
Casino bettors growth trend
Global growth outperformed the US, peaking at 123% in October before correcting to 108% in November 2025, but it still reflected an 8% annual increase. Conversely, the US market struggled, falling below baseline after April. It stagnated at a low 86% in November 2025, confirming a contraction in the active casino player base.
- US:
November 2025: 86% of baseline
12-month trailing average: 100% of baseline
- Global:
November 2025: 108% of baseline
12-month trailing average: 108% of baseline
Average monthly total sports betting amount
The US market is defined by high volume and high seasonality. The global line is much flatter, showing a slow but steady consistency. Despite the US volatility, the average US sports bettor wagers significantly more, often double or triple than the global average player.
In the most recent comparison, both markets experienced a decline. The US average fell from $867 in October 2025 to $846 in November 2025, continuing a cooling trend from the seasonal peaks. Similarly, the global average dropped from a peak of $420 in October to $396 in November 2025, suggesting a widespread seasonal dip in sports wagering intensity during this month.
- US:
November 2025: $846
12-month trailing average: $960
- Global
November 2025: $396
12-month trailing average: $392
Sports bettors growth trend
The US market is contracting, falling from a March peak of 119% to 88% in November 2025, well below the baseline. Conversely, the global market has expanded sustainably. While both regions dipped recently (global dropping from 109% in October to 103% in November), the global player base remains larger than a year ago, unlike the shrinking US active user pool.
- US:
November 2025: 88% of baseline
12-month trailing average: 100% of baseline
- Global:
November 2025: 103% of baseline
12-month trailing average: 102% of baseline
Average number of activity days per active player
The global market consistently outperforms the US in this metric, averaging nearly nine days of activity per month compared to the US average of roughly 7.7 days. This confirms that while US players spend more money, global players visit more frequently. The US trendline is quite choppy, dipping significantly in February, whereas the global line is smoother and generally upward-trending.
Looking at the recent change, both markets saw a slight decrease in frequency. US players dropped from 8.1 activity days in October to 7.8 days in November 2025. Similarly, global players reduced their activity slightly from 9.3 days in October to 9.1 days in November, though this remains above the annual average for the region.
- US:
November 2025: 7.8 days
12-month trailing average: 7.7 days
- Global:
November 2025: 9.1 days
12-month trailing average: 8.9 days
Average active customer retention rate
The US market shows lower retention on average (66%) and higher volatility, with a notable dip to 59% in March. This suggests that the US player base is more transient, joining the base for specific events and then churning out, whereas the global base is more consistent.
The recent retention data show a significant improvement in the US, jumping from 60% in October to 69% in November.
- US:
November 2025: 69%
12-month trailing average: 66%
- Global:
November 2025: 73%
12-month trailing average: 72%
