BetMGM Maintains Top-Four US Position in 2024 Across Sports Betting and iGaming

BetMGM — the 50/50 joint venture between MGM Resorts International and Entain plc — maintained its position among the top four US online sports betting and casino operators through 2024, demonstrating the enduring competitive strength of a platform that combines MGM's world-leading land-based casino brand with Entain's digital gambling technology expertise.

The BetMGM Competitive Position

In a US online gambling market dominated by FanDuel and DraftKings at the top, BetMGM has consistently held the third or fourth position nationally depending on the state market and product segment. The platform's differentiated positioning centres on the M life Rewards programme — MGM Resorts' casino loyalty scheme — which allows BetMGM customers to earn loyalty points on their online sports betting and casino activity that can be redeemed at MGM's land-based properties including Bellagio, MGM Grand Las Vegas, and Aria.

This cross-channel loyalty proposition is unique among the major US online sportsbooks — DraftKings and FanDuel are digital-native companies without their own land-based casino properties, while Caesars Sportsbook's Caesars Rewards programme is the only comparable cross-channel loyalty integration in the market.

MGM's Las Vegas Presence as a Marketing Asset

MGM Resorts' dominant presence in Las Vegas — with properties including Bellagio, MGM Grand, Aria, Vdara, Mandalay Bay, and others — gives BetMGM's marketing a distinctive association with Las Vegas luxury that digital-only competitors cannot replicate. Visitors to MGM Las Vegas properties who are exposed to BetMGM branding during their stay represent a natural acquisition channel for the online platform.

Entain's Technology Contribution

Entain's contribution to the BetMGM joint venture is primarily the technology platform — the digital gambling infrastructure developed through Entain's global operations including Ladbrokes, Coral, Bwin, and PartyPoker. Entain's technology provides BetMGM with the sportsbook engine, casino game integration, and back-end systems that power the US platform.

Looking Ahead

The BetMGM joint venture faces the same structural challenge as other major US operators: sustaining profitable growth as the US market matures and as the promotion-intensive acquisition phase gives way to a retention-focused operating environment. MGM's land-based scale and the M life Rewards integration remain key differentiators for the platform's long-term positioning.