GeoComply marks substantial growth in Super Bowl activity

GeoComply, a company that tracks and verifies geolocation and offers fraud-prevention services for the betting and gaming industries, among others, has noted a significant increase of geolocation checks during the Super Bowl weekend.

The company associates this with the growth spurt in American sports betting, and particularly in the regulated and licensed markets that have been developing at a rapid clip over the past several months and years.

As a result, GeoComply saw a 22.3% jump in geolocation checks, which is essentially a request from a consumer to place a bet while proving that they are within the confines of a whitelisted jurisdiction, such as a state that supports online or mobile sports gambling in an official capacity.

GeoComply tapped into data from 28 states, and Puerto Rico and Washington D.C. to come up with the latest figure, noting a lasting and continuous appetite for betting. A total of 8.5m active accounts have been tracked across various states. GeoComply customers also saw an influx of 13.7m new accounts since the beginning of the 2023/2024 NFL Season through the Super Bowl game on Sunday.

Commenting on the results, GeoComply CEO and Co-Founder Anna Sainsbury hailed the significant shift of momentum in sports betting and the mounting interest in the Super Bowl, which was held out of Las Vegas for the very first time, causing resort tickets and services to spike.

Yet, GeoComply was on another mission, Sainsbury argued. "Compliance drives our mission, and with that commitment, we strive to help our customers reliably and responsibly expand the player funnel and boost their businesses. Every year the legal market growth is good news for consumers and states and bad news for illegal offshore sportsbooks that become marginalized," Sainsbury added.

The Super Bowl saw some 67.8m place a bet, according to the American Gaming Association, resulting in a colossal and record-setting $23.1bn sports betting handle. The latest Super Bowl also saw a notable shift in consumer preferences, with viewers surprisingly disinterested in ads that featured gambling or fast food, pointing to a shift in generational and demographic attitudes towards the Big Game.

Image credit: Unsplash.com