The global sports betting industry has seen explosive growth over the past decade, driven by the expansion of digital platforms, legislative changes, and a cultural shift toward the normalization of gambling. But which country bets the most? Is it driven by population size, economic wealth, or a national obsession with specific sports? This article presents a comprehensive analysis of the top betting nations, with a focus on market size, betting frequency, and the legal landscape. Drawing insights from bookmaker data, market reports, and regulatory trends, we’ll reveal which countries dominate the global gambling stage.
The United Kingdom: Mature Market with Deep Roots
The United Kingdom has long been considered a hub for legal and regulated betting. With a gambling history that spans centuries, the UK boasts a robust regulatory body — the UK Gambling Commission — and one of the most transparent betting markets in the world.
British bookmakers such as William Hill, Ladbrokes, and Bet365 have expanded globally but retain a loyal local customer base. Football is by far the most popular sport to bet on, followed by horse racing, boxing, and darts. The UK’s high internet penetration and advanced mobile payment systems have fueled growth in online betting, especially in-play wagering.
The average UK bettor wagers over $500 annually, and the industry contributes billions to the economy. Despite increased government scrutiny in recent years — including affordability checks and advertising bans — the UK remains a betting powerhouse.
United States: A Giant Awakening
The U.S. Supreme Court’s 2018 decision to overturn PASPA (Professional and Amateur Sports Protection Act) opened the floodgates for legal sports betting in the United States. Since then, over 35 states have legalized sports betting, including major markets like New York, New Jersey, and Illinois.
American bettors favor the NFL, NBA, and college sports. DraftKings, FanDuel, BetMGM, and Caesars dominate the digital space, with aggressive marketing campaigns and high promotional spending.
Despite being relatively new to legalized betting, the U.S. is projected to surpass $15 billion in gross gaming revenue in 2025, making it the fastest-growing betting market. The key challenge remains regulation, which varies state by state and influences market size and operator access.
Australia: Small Population, High Volume
Australia ranks among the world’s leaders in per capita gambling expenditure. Despite a population of only around 26 million, Australians wager billions each year on sports, horse racing, and pokies (slot machines). The country’s relaxed attitude toward gambling, bolstered by televised odds and in-game ads, has normalized betting to a significant degree.
Tabcorp, Sportsbet, and BetEasy dominate the market, and bets are placed both online and at physical terminals. The average adult Australian spends more than $1,200 annually on betting, with a substantial portion of that going to sports wagering.
Regulatory pressures have increased, with new laws introduced to limit credit betting and ban certain advertisements. Still, the country’s entrenched betting culture ensures its place in the global top five.
China and the Rise of Proxy Betting
In mainland China, most forms of gambling are illegal, with two major exceptions: the state-run Sports Lottery and Welfare Lottery. However, the real betting activity lies underground or offshored to regions like Macau and the Philippines. Chinese high-rollers often engage in “proxy betting” — where a representative places bets on their behalf in a foreign casino or online.
Online betting sites targeting Chinese nationals from offshore jurisdictions like the Isle of Man or Curacao use mobile payment systems such as WeChat Pay and Alipay to bypass regulatory blocks. Although exact figures are hard to verify, estimates suggest that Chinese bettors wager hundreds of billions of dollars annually — much of it illegally.
China’s government has cracked down on illegal operators, but the demand remains high. Sports betting on European football leagues and basketball (especially the NBA) is particularly popular among Chinese bettors.
Italy and the Rise of European Regulation
Italy was one of the first European countries to legalize and regulate online gambling, establishing a controlled environment under AAMS (now ADM). The Italian betting market is valued at over €15 billion, with sports betting accounting for a large share.
Football dominates the betting landscape, with Serie A matches generating the most volume. Italian law mandates strict licensing and taxation, but operators such as SNAI, Sisal, and Eurobet continue to thrive.
The country has taken steps to curb gambling addiction by banning all forms of gambling advertising, including on TV and sports jerseys. Despite these limitations, the Italian betting scene remains vibrant and heavily regulated, providing a model for other European markets.
Nigeria: Africa’s Emerging Betting Titan
Nigeria has become the largest betting market in Africa, fueled by a young, tech-savvy population and widespread access to smartphones. More than 60 million Nigerians are estimated to be active bettors, wagering mainly on football through platforms like Bet9ja, NairaBet, and SportyBet.
English Premier League matches are by far the most popular, followed by international tournaments such as the UEFA Champions League and the World Cup. The average Nigerian bettor places small, frequent wagers — often less than $1 — but the volume adds up significantly.
Nigeria’s regulatory framework is still evolving, with the Lagos State Lotteries Board and the National Lottery Regulatory Commission overseeing operations. The industry faces challenges such as fraud and poor infrastructure, but its potential is undeniable.
Brazil: Legalization Brings a Boom
Brazil’s long-delayed move to regulate sports betting finally took a decisive step in 2023 with the introduction of a comprehensive legal framework. This has transformed the country into one of the most promising new markets in the world.
With over 200 million people and a deep passion for football, Brazil represents a huge opportunity for local and international operators. Betano, Bet365, and Pixbet are already staking their claims. In 2025, total wagering volume is expected to surpass $10 billion, making Brazil a serious player on the global stage.
The legalization process has also spurred sponsorship deals, especially in the Brazilian football league, where nearly every top-tier team now partners with a betting brand. However, lawmakers continue to debate issues like tax rates, responsible gambling provisions, and age verification.
Comparative Table of Betting Volume and Key Metrics
Below is a comparative table summarizing the estimated annual betting volume and other metrics across leading betting nations:
| Country | Estimated Annual Volume | Legal Framework | Top Sports | Avg. Bet Per Adult |
|---|---|---|---|---|
| United States | $15B+ | State-level legal | NFL, NBA, College | $450+ |
| United Kingdom | $14B | Fully regulated | Football, Horse Racing | $500+ |
| Australia | $9B | National regulation | Horse Racing, AFL | $1,200+ |
| China | $200B (incl. illegal) | State lotteries only | Football, NBA | ~$300 (est.) |
| Italy | €15B | Regulated (ADM) | Football | €350+ |
| Nigeria | $1B+ | Evolving regulation | Football (EPL) | <$100 |
| Brazil | $10B (projected) | Recently legalized | Football | $250+ |
Note: Figures are estimates based on public and private reports and may vary.
Conclusion
The question of which country bets the most is multi-dimensional. While China may lead in raw volume — much of it unregulated — countries like the UK, U.S., and Australia stand out for their legal, organized, and massive betting industries. Emerging markets like Brazil and Nigeria add new dynamics to the global picture, each shaped by local culture, regulation, and technology.
Ultimately, the world of sports betting is growing in complexity and scale. As more countries legalize and regulate the practice, the competition for the title of the world’s biggest betting nation is set to intensify. But one thing is certain: betting is no longer a niche activity — it’s a global economic force.