Recently, Goldman Sachs released a sports investment trend report "Getting in the Game: The Future of Sports Investing" - Click here to download
On the surface, it talks about "sports investment," but it is actually a report on the growth logic of online gambling over the next decade.
Especially for operators and product teams in the online gambling industry, this report almost points out the "must-follow route" after 2025.
🎯Core trends in sports betting revealed by US data
Goldman Sachs mentioned in the report that online sports betting and fantasy sports are the two fastest-growing segments in the sports industry.
The report points out:
💹"Sports betting is transitioning from passive entertainment to investment-like behavior."
This statement is very profound. It reveals a trend:
Users are no longer just "betting once" as short-term players, but are continuously participating, reinvesting, tracking data, and managing risks—almost like managing an investment portfolio.
According to Goldman Sachs:
By 2027, the US sports betting market is expected to exceed $45 billion;
The average duration and frequency of bets per game have increased by more than 45%;
The retention period for high-net-worth players has nearly doubled since 2021.
👉 For operators, this means that the capital attributes of users are increasing, and each user is no longer a one-time income, but a compoundable asset.
🧩Two major opportunities for operators
1️⃣ From "odds economy" to "content economy"
Goldman Sachs points out that the future core of sports entertainment is not in the odds, but in "attention."
The longer you can keep users engaged and interacting, the more "speculative bets" you can convert.
Data shows: In North America, the integration of gambling content with sports content has increased user retention by 38%.
This means that operators can consider embedding content streams (short videos, analysis articles, real-time commentary) into the betting interface.
2️⃣ "Low-risk gameplay" will become mainstream
The report emphasizes: Young users do not like losing money, but they enjoy the "investment game feel."
Goldman Sachs analyzed user data for fantasy sports, stock predictions, and NFT betting, finding that these "light investment" play styles have much higher participation rates than traditional betting.
Among surveyed users aged 18–34, 62% said they prefer to "invest" in player or team performance rather than directly betting on wins or losses.
This means that in the future, #fringe gambling and #prediction markets type interactive games will become growth points.
For the gambling industry, future users will no longer just be bettors, but "investors"; and platforms, not just bookmakers, but "asset operators."
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