BetMGM redirects marketing towards four US online casino states

Online casino accounted for roughly 68% of BetMGM's third-quarter revenue, and the operator now plans to concentrate more marketing spending on the four markets where it runs both a casino product and a sportsbook. Those states are New Jersey, Pennsylvania, Michigan and West Virginia. By contrast, the company's mobile sportsbook is regulated and available in 25 jurisdictions. Online Poker Report covered the shift, drawing on a company release and the earnings call.

Third-quarter online casino revenue for BetMGM reached $483 million, a 6% gain year over year. Across the first nine months of 2026, the company reported an 8% increase in online casino revenue versus the same stretch of 2025. Average monthly active players declined 3% across all verticals, yet player economics strengthened: sports betting handle per player climbed 13% and net revenue per player grew 18%.

In states where both products are regulated, CEO Adam Greenblatt put cross-play at 55% to 60% of BetMGM Sportsbook users who also use BetMGM Casino in a typical week. In a company release, Greenblatt said: "We have continued to prioritize our areas of strength — particularly our iGaming franchise — and remain operationally nimble as we navigate a highly competitive environment." The CEO added that BetMGM will pursue a more targeted strategy focused on higher-value players.

BetMGM credited product and brand work for part of the casino results. After the Borgata online brand was relaunched in June, average active daily users on that site rose 28% versus February, the company said. BetMGM also called the rollout of new Game of Thrones slots in the U.S. and Canada its most successful game-franchise debut so far.

Greenblatt told listeners that BetMGM's "underlying player fundamentals remain strong." He added that positive cash flow and Adjusted EBITDA are being produced, keeping the operator on schedule for its 2026 guidance. Turning to prediction markets on the earnings call, he dismissed a proposed Commodity Futures Trading Commission rule that could block such platforms from offering casino-style games as "cosmetics." In his view, the competitive threat might merely be paused rather than eliminated. He then warned: "To the extent prediction markets survive, I think it is just a matter of time before the casino-like products reemerge in some other incarnation or some other form."