European - American influence

Without the European continent, sports betting wouldn’t be what it is today. Sports betting has been popular in Europe dating all the way back to the middle ages. And even today, the art of sports betting remains extremely popular today across Europe. Countries like the France, Germany, Italy and of course the UK lead the way across the continent.

More money is put on bets in Europe than anywhere else in the world (barring America). Betting on soccer is the most dominant sport in all of the countries there. And tennis and basketball come after that. The European sports betting market rakes in billions of dollars every year. Whenever big competitions like the Champions League roll aroundthere are millions betting on the games.

European History of Betting

European betting has not always been a smooth-running process however, and now that America has legalized the practice they can look to Europe for advice and guidance. The magnificent industry of sports betting all began with dice games back in the European middle ages.

Throughout the West bets on cock fights and bird races were extremely popular. The games had Playing cards were invented in China and made their way through Europe in around the 1300’s. For the next hundreds or years, dice and card games ruled the land. Different games and wagers all found their ways throughout Europe bringing all of the unique cultures and languages together.

Casino-style gambling started becoming popular in the late 1700’s. Games like roulette, craps, lotteries and sports betting all became very popular and remain so to this day. The knowledge and history acquired from Europeans over time can help get America’s new sports betting industry flying smoothly.

One of the things American sportsbooks are already taking from the Europeans is the use of technological data in order to create odds for the players. American software companies like Kindred Group and Betradar have already begun creating odds data for major sportsbooks in states like New Jersey and Pennsylvania.

The companies help to create the most competitive odds for the players while at the same time keeping the sportsbooks profitable. A good software company and odds can make all the difference, especially since all of these American are basically starting from scratch in these markets. The players will always take the better odds, the company will come second. 

Live bets are nothing new, but this recent tool can allow American bettors a wider freedom to amend a current bet or even to cash out during the game. This of course increases the level of focus needed in the game as players need to be ready to respond quickly to any new information that comes up during the game and adjust their bet accordingly. 

Modern Problems in Sports Betting

However, the innovations and trends that come out of Europe are not without negatives. One of the biggest threats to sportsbooks today is match fixing done on a mass scale. The problem is already widespread throughout Europe.

'The International Centre for Sports Security (ICSS) estimating that about $140 billion dollars is taken each year from the betting industry due to match fixing and illegal betting systems.'

The main focus for American sportsbooks should be to understand the problem and to start funding solutions right away. The EU has already started funding three solutions that they hope will curb the problem.

Simply put, these include things like making it easier for people to anonymously speak up when they suspect that match-fixing is happening and stronger cooperation between sports associations and betting firms in identifying problems, reporting them and fixing them together.

America will surely have their own unique problems and solutions, but these documented cases in Europe provide some insight for sportsbooks in the states who do not want to lose money unfairly. There is also the problem of what some would call enabling gambling addictions through over-exposure.

One of the reasons for signing partnerships between casinos and sports leagues is so that casinos can advertise their businesses through individual teams and players within the league. So, it is not difficult to imagine sponsorships from betting companies gaining exposure to fans through their favorite teams.  

Final Thoughts

The business of sports betting becoming legal in America is a very exciting and lucrative opportunity for many involved. The country has long waited for its arrival. With it will come an abundance of unforeseen problems and benefits.

These will of course be unique for an equally unique country like America, but there are bound to be some things that the much more experienced Europeans have already dealt with. The influence of their sports betting industry is something that has already impacted the industry in America and will continue to do so in the future.

By understanding the complexities and with a little insight into European gambling, American sports betting will look to be a successful industry for years to come.