Greentube: How iGaming's evolution compares to sports betting in the US

How has your experience in North American online casino markets differed from elsewhere, when it comes to player habits and innovation? 

A patchwork regulatory structure has shaped the US in a way few other regions have. Operating across New Jersey, Michigan, Connecticut, Pennsylvania and Delaware has meant tailoring content and go-to-market approach state by state rather than treating North America as a single territory, which is a very different discipline to launching across an established regulatory bloc. 

Player habits reflect that too. US players have come to online casino partly through the same operators and apps that brought them into sports betting, and also by following the legacy land-based brands they already know.

From an innovation standpoint, we’ve also seen operators place greater emphasis on differentiated content to help them stand out in an increasingly competitive market. That has encouraged suppliers like Greentube to invest even more in developing games specifically for North American audiences, rather than simply adapting titles that have been successful elsewhere.

Which unregulated states do you think could benefit greatly from regulated online casino? 

Rather than pointing to any one state, I think any that is currently facing budget shortfalls could benefit from considering a regulated online casino market. Such an environment has the potential to generate meaningful tax revenue that can be reinvested into public priorities, while also creating a transparent and accountable framework for the industry. 

Just as importantly, regulation helps protect players. Today, many consumers are already playing online through unregulated offshore sites that offer little oversight or consumer protection. By introducing a regulated market, states can help those players migrate to licensed operators that offer certified games, responsible gaming tools and regulatory safeguards. From our perspective, the real opportunity is capturing economic activity that’s already happening.

Moving forward, do you see any states that are more likely to regulate than others? 

Maine is certainly the state to watch in the near term. With iGaming moving forward there, it’s another positive step for the regulated market and one we’re excited to be part of. Beyond Maine, states like Illinois, New York, Maryland and Louisiana continue to be discussed as potential candidates; because they already have established gaming or sports betting markets. We’re optimistic that more states will recognize the benefits of regulation, both in terms of generating tax revenue and providing players with a safe, regulated alternative to the black market.

Why do you feel sports betting has been so broadly regulated across the US, but online casino has not? 

One of the biggest factors is that sports betting had a much broader public awareness and appeal when states began considering regulation. It was also viewed as a natural evolution of an activity that many consumers were already participating in, which helped accelerate adoption. 

Online casinos have faced a different path because they require a greater level of education about the benefits of regulation, including consumer protection, responsible gaming and economic opportunity for states. The opportunity is clear: regulation brings players into a protected environment, creates meaningful tax revenue and allows states to oversee an activity that is already happening.

Do you think the proliferation of prediction markets could, in theory, influence which states regulate online casino?

The growth of prediction markets could contribute to the broader conversation around digital wagering and online gaming. Still, regulation will ultimately come down to each state’s priorities and the benefits it sees from a regulated framework. 

What prediction markets do, however, is highlight the continued consumer demand for online gaming experiences. As states evaluate these opportunities, factors such as consumer protection, responsible gaming and potential tax revenue will likely remain the biggest drivers of future iGaming decisions.

Has the regulation of Alberta re-informed your North American strategy, and do you think it could act as a catalyst for more online casino legislation? 

If anything, Alberta has reinforced rather than reshaped our North American strategy. Entering the market from day one validated our approach of focusing on strong operator partnerships and proven game families rather than simply launching more content. 

It also highlights the opportunity that exists when players move from unregulated platforms into a licensed, safe and regulated environment. Alberta demonstrates significant demand for online casino. And successful launches like this can provide valuable insights for other jurisdictions considering regulation. Every well-run regulated market adds to the growing evidence that such a landscape benefits players, operators and states alike.