Online gambling popularity is quickly growing in the US. Changes in legislation have allowed betters more freedom, and figures from early 2026 show just how popular online gambling is becoming.
Kansas, which is reported to have a $189 million betting handle, is one example of the engagement sports betting is receiving. The betting handle is the amount of money wagered on a game or event, or over a specific period, across all bettors. This is a major metric for tracking engagement. Sportsbooks also use it to adjust betting lines.
This big handle not only suggests engagement, but also a shift towards online gambling platforms. Below is an overview of what’s driving this growth and how it suggests wider trends in gambling.
Understanding the $189M Betting Handle
To put it simply, sports betting handle measures the amount of money bettors wager, and is different from revenue, which is what the sportsbook keeps after paying out on successful bets.
Handles can be measured in different ways, such as by bet type, sport, chronological periods, and other metrics. Generally, a bigger handle means more people and more money are invested in an event.
Other areas of gambling are also thriving within the state. The best real money slots are attracting new players on a daily basis. The competition is huge with new providers springing up all the time, with different features highlighted, such as progressive jackpots, and free spins offered to new players. This all benefits a thriving gambling industry in Kansas.
The expansion of legal betting in Kansas
Sports betting became legal in Kansas in September 2022 and is possible online and at traditional sportsbooks. The market has generated a larger handle each year and has six licensed sports books. Betting on college sports is permitted, but college player props bets are not.
The Kansas Racing and Gaming Commission (KRGC), under the Kansas Expanded Lottery Act (KELA), oversees the regulation of casinos, sports betting, and pari-mutuel wagering. The Lottery Gaming Facility Review Board (LGFRB), a subdivision of the KRGC, reviews applications and determines the best contracts for the four gaming zones.
Under Kansas law, online operators must partner with retail casino manager “hubs”. This is making the market more competitive. Operators are working to strengthen local partnerships. One example is BetMGM, who are working with Sports Kansas City. Another is Draft Kings, who are supporting local sports events to increase their market share.
Economic impact
Kansas is generating $332 million dollars annually in taxation and tribal revenue sharing for all levels of government. Changes in regulations would allow the state to generate even more, which Kansas is investing in reducing state debt and, for residents, property taxes. However, neighboring state Missouri, fearing Kansas City citizens will cross lines to place bets, appears willing to challenge any expansion of regulations in Kansas and interests are lobbying for sports betting legalization there.
Market activity drivers
Mobile has been a big driver by providing easy access to sports betting, but competitive promotions, which allow players to bet without risking their own money, and user-friendly apps, which make it easy for players to bet, have been important. Brand recognition is also important: players want to play on sites they can trust.
From sports betting to online casino interest
Often, sports betting paves the way for players to start online casino gaming. One way this occurs is via promotions. Operators may provide players with free credit for table games or free spins for slots when they spend a certain amount on sports betting. If the player tries casino gaming, the operator may reward the player with credit for sports betting.
Kansas has massive potential for growth, but this would require big legislative changes. If lawmakers decide it’s no longer necessary for online outfits to team up with retail casinos, the market could grow even bigger and even more quickly.
Player behavior and market trends
Players are loving sports betting because of the user-friendliness of the apps, which is a winning combination when combined with players who are comfortable with technology. This is especially true of younger adults, who are playing more often, and in general, are also playing more frequently because of the convenience. The availability of more digital payment solutions makes playing even more convenient. Players can both credit their accounts and play on the go.
Kansas players are looking not just for betting, but for speedy, interactive entertainment and, in general, good user experience. They’re looking for bonus games in slots and in-game betting, and operators are responding.
Kansas’s $189 million monthly betting handle shows that online gambling is gaining incredible popularity. From sports betting, players are moving into online casino gaming, encouraged by expansion in regulation, technological advances, and positive user experiences, which trigger even more market growth.
Do you want to understand a state’s gambling market better? Study the plentiful amounts of data that igaming review sites, sports betting and other gambling podcasts, operator and player blogs, and more provide, and you’ll develop a powerful understanding.
