Big Names in Sports Betting: How Major Players Dominate the Industry

DraftKings: A Leader Born from Fantasy Sports

DraftKings started in 2012 as a daily fantasy sports (DFS) platform and rapidly expanded into traditional sports betting after the U.S. Supreme Court struck down PASPA in 2018. It now offers sportsbook operations in dozens of states and holds partnerships with the NFL, NBA, UFC, and major media outlets. The company’s innovative mobile app, aggressive marketing strategies, and broad content integration have positioned it as a household name in U.S. sports betting.

FanDuel: From DFS Rival to Betting Powerhouse

FanDuel, originally a DFS rival to DraftKings, was acquired by Flutter Entertainment and pivoted strongly into sports betting. It now commands the largest market share in the U.S., often outperforming competitors in terms of handle and revenue. FanDuel’s appeal stems from its intuitive interface, risk-free bet promotions, and strong integration with media and influencers, particularly through its FanDuel TV content.

Caesars Sportsbook: Leveraging a Casino Empire

Caesars Entertainment rebranded its sportsbook in 2021, unifying William Hill U.S. operations under the Caesars Sportsbook name. With access to a vast casino customer base and loyalty program (Caesars Rewards), it quickly became a key player in the American betting scene. The brand invests heavily in traditional media, including partnerships with ESPN and NFL teams.

BetMGM: Joint Venture of Giants

BetMGM is a joint venture between MGM Resorts International and Entain plc. It operates both retail and online sportsbooks across the U.S. and Canada. Its strength lies in leveraging MGM’s brand recognition, physical casino properties, and robust loyalty program (MGM Rewards). BetMGM often ranks within the top three in market share, particularly in states like New Jersey and Michigan.

ESPN BET: Media Giant Joins the Game

In 2023, ESPN partnered with PENN Entertainment to launch ESPN BET, replacing the Barstool Sportsbook brand. ESPN BET combines the massive media influence of ESPN with PENN’s established betting infrastructure. It aims to attract casual fans through seamless integration with ESPN’s digital ecosystem, betting-focused broadcasts, and exclusive odds.

Fanatics Sportsbook: E-commerce Titan Enters Betting

Fanatics, a sports apparel and memorabilia company, entered the sportsbook space by acquiring the U.S. assets of PointsBet. Leveraging its vast user database and brand affinity with sports fans, Fanatics Sportsbook is poised to disrupt the market by bundling merchandise rewards with betting activity—an approach that differentiates it from traditional sportsbooks.

Barstool Sportsbook: Controversial but Influential

Before its exit in 2023, Barstool Sportsbook—backed by PENN Entertainment—was one of the most polarizing yet influential brands in the space. It capitalized on Barstool’s cult-like media following, particularly among younger male bettors. Although the brand was eventually phased out, it left a significant impact on how content and personality-driven betting could influence acquisition.

PointsBet: Innovation in Live Betting

Before selling its U.S. assets to Fanatics, PointsBet was known for its unique “PointsBetting” system and advanced in-play wagering technology. The brand often differentiated itself with faster live betting experiences and deep analytics. It remains a significant player in Australia and other international markets, even as its U.S. presence transforms under new ownership.

Bet365: Global Giant with U.S. Ambitions

Based in the UK, Bet365 is one of the largest online sportsbooks in the world by revenue. While its U.S. rollout has been measured and selective, it offers a deep product portfolio with advanced betting markets, live streaming, and international coverage. Its sophisticated platform and international experience make it a sleeping giant in American betting.

WynnBET and Others: Shrinking Footprints

While many companies rushed into U.S. sports betting post-2018, not all succeeded. WynnBET, Fox Bet, and Bally Bet have scaled back or exited the market due to profitability concerns and fierce competition. These developments underscore the challenges of sustainability in a rapidly consolidating industry.

The Future: Consolidation, Media Integration, and Regulation

The U.S. sports betting industry is now in its maturation phase. Key trends include consolidation of brands, deeper integration with sports media, and increasing regulatory scrutiny at both federal and state levels. As the New York Times and other publications have noted, the ethical and social implications of widespread gambling—especially with ties to youth and sports—are becoming central to the public discourse.

The “big names” in sports betting are not only shaping how people wager but also influencing the very structure of the sports entertainment landscape in America and beyond.