News

Sports Betting Thriving Despite Lockdown

Published

6 years ago

September 4, 2020

Wanna Make a Bet?

The global pandemic put North American professional sports on the shelf for nearly five months but bettors soon found leagues that they never knew existed and, well, if you’re dying of thirst in the desert and someone offers you water, you don’t ask if it’s Fiji. Soon there were millions of experts on Belarusian soccer and Taiwanese paddle ball willing to put up or shut up. Even eSports became a mainstream betting vehicle with everything from League of Legends to Madden NFL simulations.

Sports betting may not be the oldest profession but it is quickly becoming one of the most compelling. After decades in the shadows, it has recently been legitimized due to it finally being legalized in many parts of the United States. But gambling, whether it be legal or illegal, will always be pervasive because it’s fun, and potentially profitable if you know what you’re doing.

Adam Burns, an industry sportsbook director, stated, “Business is booming. “We probably took in 10 times more money than last year on the 2020 NFL Draft. It goes to show people are looking for something to bet on. The draft is always big, but I couldn’t believe how much money [was bet] when I woke up the next morning.”

In April of this year, betting was up 50 percent at New Jersey sportsbooks over last year on sports other than basketball, football, and baseball, to the tune of $21.7 million.

Prior to the reopening of sports in North America, Dustin Gouker, lead analyst for PlayUSA.com network, stated, “The rise in bets on nontraditional sports has been interesting, and with auto racing and golf closer to starting, that trend could increase.”

Books are Booming

Now that the NBA, MLB, and NHL are in full swing, business is booming even more as evidenced by reports from the best online sportsbooks in the industry. But with the king of kings, the NFL, drawing closer, the numbers are expected to soar as long as the leagues can remain open for business.

In August of 2019, a total of $744,065,765 was legally wagered in the United States and $61,762,233 in revenue was hauled in as a result. But industry experts are nearly unanimous in declaring that this August will dwarf last year’s take, not to mention what the offshore books will do as well.

But few believe the take this month will beat the record-breaking month of November 2019, when U.S. sportsbooks handled over $1.8 billion, due to the fact there is no preseason football. “It’s a reach,” opined ESPN gambling writer David Purdum when asked by US Bets whether the month that starts Saturday can break the November ’19 record, “especially without preseason football, which accounts for more than most would believe. Last August, around 25% of the total handle bet in Nevada sportsbooks was attributed to football wagers. The NBA will probably make up for the lack of football, but even then, eclipsing a regular-season football month seems unlikely.”

As Purdum noted, the NBA and NHL are both playing in August which is a first for both leagues and will only add to what should be a robust betting handle this month. SportsHandle Editor-in-Chief, Brett Smiley, echoed Purdum’s sentiments regarding his skepticism of a record handle in August of 2020, “There are so many moving parts here, including players going in and out of quarantine. Over/under on games played for any of these leagues, I mean, who knows? We’re in completely uncharted territory here and there’s too many unknowns in the equation. I think people may watch in record numbers, but hopefully people who have taken a serious economic hit — and that’s an awful lot of Americans — are not using limited resources to gamble on sports. Betting 10 bucks is fine, but that doesn’t impact handle much.”

Purdum referenced the uncertain economic times and the looming election as another hurdle to climb for a record-breaking month, “The U.S. betting market is expanding and growing. We have more visibility than ever at how much is being wagered, which may lead to some record-setting numbers in some states. Records seem to be set routinely these days. But, to me, the pandemic, the pending election, and uncertainty surrounding the economy and sports in general will, at some point, have a negative impact on the betting market.”

Whatever happens this month, one thing we do know is that Americans have a growing passion for the action. Sports betting is now mainstream and records will be routinely shattered for several years to come as more states enter the fray and become beneficiaries of all that additional tax revenue. Legalized sports betting in the USA has been a long time coming but at long last, we’re glad it’s arrived.

Related Topics:Dustin Gouker Esports North American professional sports

Up Next

TheBigFreeChipList.com Has Rebranded To Chipy.com

Don't Miss

The Outlook for UK iGaming Affiliate Marketing in 2021

Click to comment

Affiliate Success

ReferOn Wins “Best Affiliate Management Platform” at the iGB Affiliate Awards 2026

Published

15 hours ago

July 9, 2026

George Miller

ReferOn has been named the Best Affiliate Management Platform at the prestigious iGB Affiliate Awards 2026, marking another major milestone in the company’s growth. Announced live at iGB LIVE, the recognition follows a year of relentless product innovation, customer growth, and a continued focus on simplifying affiliate operations.

Turning Complexity into Clarity

Managing high-volume affiliate programs requires processing millions of data points every day. ReferOn was built to eliminate that complexity through automation, real-time insights, and streamlined workflows.

This year also marked the introduction of Refie, ReferOn’s integrated UX layer. Instead of forcing affiliate managers to navigate complex backend data, Refie turns raw operational data into clear, actionable insights. From onboarding to daily performance tracking, it helps teams spend less time on administration and more time driving strategic growth.

Alex Bukin, CEO of ReferOn, commented: “Winning the iGB Affiliate Award is a remarkable achievement for our entire team. As affiliate programs grow, so does the complexity behind them. From day one, our ambition has been to remove that complexity, so operators can focus on growth instead of operational friction. This recognition reinforces our belief that great B2B technology should be simpler, more intuitive, easier to work with, and built around the people who use it”.

Having secured major industry awards over the past 18 months, — including ‘Affiliate System of the Year’ at AffPapa and ‘Best Affiliate Software’ at SiGMA — ReferOn looks ahead with a roadmap that remains focused on making affiliate management even more intelligent, transparent, and effortless. Our upcoming developments will continue to simplify complex workflows, expand AI-powered assistance, and provide operators with even greater visibility and control over their affiliate operations.

Affiliate Success

Kongebonus becomes first Norwegian affiliate to win Best Casino Affiliate at iGB Affiliate Awards 2026

Published

2 days ago

July 8, 2026

George Miller

Kongebonus has become the first Norwegian affiliate to win Best Casino Affiliate at the iGB Affiliate Awards 2026, a landmark recognition that names the independent Norwegian guide as the world’s leading casino affiliate for 2026.

The award was presented on 2 July during iGB L!VE London, where the iGB Affiliate Awards celebrated the affiliates, programmes, networks, suppliers and individuals helping to drive the iGaming sector forward.

iGB Affiliate described first-time contestant Kongebonus as a “Norwegian local hero”, noting that the platform claimed the award in a close race and ended Gambling.com Group’s two-year reign in the highly competitive category. Independent judges praised Kongebonus’ “super smart” approach, highlighting its combination of innovation, engaged player community, and strong editorial presence across Google News and the media.

The recognition reflects Kongebonus’ focus on detailed operator testing, transparent casino reviews, community-led content and player protection. The platform tests casinos with its own money before reviewing them, publishes its full methodology and continues to invest in responsible gambling resources, including practical guidance and support signposting for players.

David Nilsen, Editor-in-Chief at Kongebonus, said: “Winning Best Casino Affiliate at the iGB Affiliate Awards is a huge moment for Kongebonus and for everyone who has helped build the platform. To be recognised in a category alongside some of the biggest and most respected names in the affiliate industry is something we are incredibly proud of.

“I’ve spent more than ten years on the inside of this industry, and I’ve seen how big the gap can be between what a casino promises and what the player is actually left with. Closing that gap is the whole reason we test the way we do.

“What this award tells us is that being the most trusted guide matters more than being the biggest one, and that’s the only thing we’ve ever set out to build.”

News

Where to Drive Tier-1 Sport Traffic in July FIFA World Cup Final & More

Published

2 days ago

July 7, 2026

Master Editor

July is one of the strongest months for sports traffic, with the FIFA World Cup knockout stage, Wimbledon finals, Formula 1, UFC, esports, cricket, and rugby driving high-value Tier-1 audiences.

Moreover, with N1 Sport Promo by N1 Partners running until July 20, affiliates still have time to increase their CPA while scaling quality sports traffic during the busiest weeks of the season.

Key sports events in July

The N1 Partners team has made a list of the biggest sporting events this month to help affiliates plan campaigns and capture high-intent traffic.

Soccer

The FIFA World Cup enters its decisive stage, with every knockout match generating significant spikes in betting activity, search demand, and social engagement.

Until 07.07 | FIFA World Cup — Round of 16
09.07–12.07 | FIFA World Cup — Quarter-finals
14.07 | FIFA World Cup — Semi-final
15.07 | FIFA World Cup — Semi-final
18.07 | FIFA World Cup — Third-place Match
19.07 | FIFA World Cup — Final

Tennis

Wimbledon concludes with the biggest matches of the season before the tour moves to North America later in the month.

Until 12.07 | Wimbledon
12.07 | Wimbledon Finals
26.07–02.08 | ATP Washington
26.07–02.08 | WTA Washington

Formula 1

Formula 1 will get high interest from sport lovers throughout July with three Grand Prix weekends.

19.07 | Belgian Grand Prix
26.07 | Hungarian Grand Prix

MMA

UFC maintains strong engagement in Tier-1 markets, especially around numbered fight nights where title implications and high-profile fighters drive consistent betting interest.

13.07 | UFC 329 McGregor vs. Holloway 2

Esports

The biggest esports competitions will go on attracting highly engaged audiences across Tier-1 markets.

06.07–18.07 | Esports World Cup 2026 (Dota 2)
21.07–02.08 | BLAST Bounty Season 2 (CS2)

Cricket

Cricket is still one of the strongest niches that generates huge traffic amonts across several Tier-1 GEOs.

07.07 | England vs India — Test Series
13.07 | England vs India — ODI
16.07 | England vs India — ODI
22.07 | Southern Brave vs Welsh Fire — The Hundred
23.07 | London Spirit vs Manchester Super Giants — The Hundred
27.07 | Southern Brave vs MI London — The Hundred

Rugby League

Rugby League continues to generate steady betting interest in key English-speaking markets.

17.07 | NZ Warriors vs Broncos
30.07 | North Queensland Cowboys vs Roosters

How to maximize results from event-driven traffic

The summer month offers affiliates working with N1 Bet, RollXO, and Lucky Hunter through N1 Partners a strong environment to attract new players, increase FTD volumes, and scale existing campaigns across Tier-1 GEOs, supported by consistently high audience demand. With N1 Sport Promo running until July 20, affiliates still have time to maximize higher CPA rates while sports engagement remains at its seasonal peak.

Top promos for N1 Partners projects in July

This July, partners can take advantage of exclusive seasonal campaigns for players across N1 Partners’ leading brands, designed to drive stronger performance and help them get more from every visitor they refer.

Road to Riches Lottery (RollXO, N1 Bet)
Period: 01.07–25.08
Prize pool: €500,000

Road to Riches is the biggest lottery campaign in the project’s history, featuring a €500,000 total prize pool, 8 weekly stages, and 700 winners. With weekly prize drops and increasing stage prize pools, the promotion is designed to boost player engagement, retention, and repeat deposits—helping affiliates maximize traffic value throughout the campaign.

Lucky Lottery (Retrobet, Spirit Casino, Jet4Bet, Slot Lounge)

Period: 22.07–27.07

Prize pool: €50,000

Lucky Loot Lottery (Slotlords, Slotsmines)
Period: 10.07–16.07
Prize pool: €10,000 (Slotlords), €7,000 (Slotsmines)

Around the World Lottery (Slot Mafia, Slot Hunter, LuckyHunter)

Period: 13.07–23.07

Prize pool: €8,000

Wanna learn more? Contact your manager right now!

Winning Tips for July Sports Traffic

Treat the World Cup as a sequence of conversion peaks rather than a single final, as each knockout round has its own performance window under the promo.
Shift budgets dynamically between sports instead of overfocusing on one event: Wimbledon, F1, UFC, and esports often perform better once football CPMs peak.
Build creatives that reflect tournament progression (for instance, “Quarter-finals pressure” and “Road to the final”), not static team messaging.
Combine Sports Betting and Prediction Markets on N1 Bet to capture different user motivations during the same event cycle.
Reallocate traffic during promo weeks, as in the N1 Sport Promo timing can impact revenue almost as much as volume.

Join N1 Partners

N1 Partners is a multi-brand affiliate program and direct advertiser, bringing together 14+ casino and betting brands with high LTV and Reg2Dep rates in Tier-1 GEOs.

N1 Partners offers competitive terms for top partners, including CPA up to €700 and RevShare up to 55%, ensuring stable and scalable performance.

Trusted by 14,000+ partners, N1 Partners stands out for its transparency, flexibility, and focus on long-term partnerships, supported by a strong product portfolio and advanced retention systems.

Haven’t joined N1 Partners yet? Contact the manager, get involved and make the most of the 2026 sports season.