There are numerous online casino options in the US despite only seven states fully legalizing iGaming. Each state consistently makes millions, or billions in the case of New Jersey, with a strong focus on gamification and user retention.

And as of 2025, at least 85% of US adults have tried at least one form of gambling at least once in their lifetime (Gambling Industry News). In the last 12 months, 55% said they’d enjoyed:

• Casino gaming
• Lotteries
• Sports betting
• iGaming
• Parimutuel wagering
• Video lottery terminals

(American Gaming Association)

So, despite not being as much of an open market as the UK or Europe, for example, through gamification and user retention, the market still attracts a massive player base. Below, we’ll explore what US online casinos can teach us about those two concepts.

Online Casinos in the US

As of Q4 2025, only these seven states permit full-scale online casino gambling:

• Connecticut
• Delaware
• Michigan
• New Jersey
• Pennsylvania
• Rhode Island
• West Virginia

In these states, players can wager on slots, video poker, live-dealer tables, and other games through the best US casinos. Sports betting is legal in many more states, with 38 states allowing some form of betting.

The American Gaming Association reports that combined regulated iGaming revenue in these seven active states reached $8.41 billion in 2024, marking a 28.7% increase over 2023.

The Benefits of Platforms Using Gamification

Gamification is the use of game-design elements in non-game contexts to improve:

• User engagement
• User loyalty
• User retention

Research shows massive performance gains when platforms gamify the user experience. For example, one report stated that adding gamified elements can raise customer engagement by almost 48% and increase customer retention by nearly 22% (UX Matters).

Why does gamification work? It’s basic human motivations of achievement, competition, status, and progression. It turns routine actions into rewarding experiences. Common mechanics include:

• Points
• Levels
• Badges
• Leaderboards
• Challenges
• Quests

These are examples of excellent feedback loops that give users a sense of progress and reward.

Online casinos themselves exemplify these benefits. A case study in iGaming suggests gamification can add as much as 15% extra revenue (GR8 Tech).

How the US Online Casino Market Focuses on User Retention

Operators invest heavily in retention strategies. Leading online casinos use data-driven personalization and loyalty mechanics to retain their players. They constantly analyze player behavior, game choices, spending, and session times to segment users into profiles.  

For example, an operator might identify a ‘frequent slots player’ segment and target it with slot-specific bonuses. From that, they can then create tailored marketing and offers to individual preferences, making players feel understood and valued.

Loyalty programs and VIP tiers are also excellent tools. Almost every US online casino offers a multi-level rewards club, allowing players to earn points for wagering or climb tiers that unlock better perks. The tiered structure encourages continued play as customers see a clear path to unlock the next reward level, driving repeat deposits.

And there isn’t an iGaming platform that won’t offer frequent promotions and bonuses. Ongoing offers include:

• Reload bonuses
• Free spins
• Cashback deals

Users are far more likely to stay with a platform if they know they get regular free spins or anything in return for the money they’re putting into the platform.

What Online Casino Games Do Americans Prefer?

American online casino players have clear game preferences.

Without a doubt, the most popular category is slot machines. One industry report states that slot games account for about 60% of online casino play in the US (P4P Partners). And we’re not surprised. Slots are simple, there are hundreds of game varieties, and the potential jackpot is large. Table games are next, accounting for 30% of play (P4P Partners). 

Some games might not be as popular, but they’re still relevant to player retention and user engagement as they keep the variety of games on offer high. Casino poker variants, such as slot-based video poker and speciality games like baccarat, craps, and keno, attract more niche player audiences.

It’s worth noting that the online casinos go hand-in-hand with sports betting and eSports. One report estimates that about 10% of the US casino market interest is tied to sports and eSports betting (P4P Partners).

Why Haven’t More US States Regulated Online Gambling Yet?

Despite growing demand, most US states have not managed to legalize online casino gambling. Some of the reasons why are:

• Cultural and legal resistance
• Political and legislative hurdles
• Concerns over social impact
• Economic and market factors

Even with the states now considering iGaming, the pace is slow. Massachusetts and Illinois introduced bills in 2025 and 2026, but they include rider issues such as tax allocation, local gaming job impacts, etc. Virginia has also created workgroups to study online casinos before advancing legislation. New York has proposed iGaming bills, but debates continue on regulator readiness and game integrity.

The US, like many other iGaming markets, knows how to provide incredible platforms developed on the concepts of gamification and user retention. It’ll be interesting to see what happens if more of the market opens to iGaming.