BetMGM, the joint venture between MGM Resorts International and Entain, has announced the simultaneous launch of its sportsbook and iCasino products in four additional US states during Q1 2026, bringing its total regulated footprint to 28 states and Washington D.C.
The expansion — covering Nebraska, Vermont, Missouri, and Kentucky — marks BetMGM's most aggressive single-quarter growth push since the operator first launched following the Supreme Court's PASPA repeal in 2018. The company cited favourable regulatory timelines, established banking partnerships, and localised marketing spend as key enablers of the simultaneous rollout.
"We have consistently said that our ambition is to be the number-one online gaming operator in North America. These four launches are a direct expression of that ambition," said Adam Greenblatt, CEO of BetMGM, in a statement accompanying the announcement.
The operator reported that its active customer base grew 34% year-on-year in the twelve months to December 2025, with iCasino revenue now accounting for 41% of total net gaming revenue — a shift that reflects the broader US market's growing comfort with online casino products beyond sports betting.
BetMGM's expansion comes as the US online sports betting market continues to consolidate around a handful of dominant players. FanDuel and DraftKings together hold approximately 65% of the national market by gross gaming revenue, leaving BetMGM, ESPN Bet, and Fanatics competing for the remaining share in a market that analysts estimate will exceed $14 billion GGR by year-end 2026.
The operator has invested heavily in its loyalty integration with MGM Rewards, a differentiator it believes gives it structural advantages that pure-play digital competitors cannot easily replicate.
Source: BetMGM
Alex Biliy
Senior Editor
Member of the iGaming Pulse editorial team. Covering industry news, analysis, and B2B developments across the global iGaming sector.
