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An increasing appetite for free bets in the US

Brand views

Kontempry Ltd, which operates a portfolio of aggregator and operator brands, has been mapping the ever-changing online betting landscape for decades and has recently expanded into the American market. 

With licenses to provide affiliate marketing services in New Jersey, Colorado, Indiana, Michigan, Pennsylvania, Tennessee and West Virginia, the brand has identified some key differences to the European market, many of which surround the approach operators take when developing their promotional offerings.

When conducting in-depth market research for its US-facing portal,, it found an evident requirement for more competitive offers from American sportsbooks and casinos, believing bonuses to be, on the most part, either too low or too infrequent to attract and retain players.

“There are some crucial differences between the US and European igaming markets,”  Steve Gummer, director of and the wider Kontempry Ltd group, said.

“With each state having autonomy over how it regulates gambling activities, there comes a huge disparity when looking at the types of offers being promoted to both new and existing players. However, when looking at these offers as a whole, the standards are pretty low. To ensure the US betting industry continues on its upward trajectory, operators need to provide players with a more competitive value proposition.

“With so many US land-based gambling services now venturing online, many operators seem to be lacking the knowledge of how to service digital players. We have seen a direct correlation between online brands offering high-value free bets and operators gaining large volumes of new registrations via our portals.

“What’s more, the appetite for free bets in America is growing by the day, with players from various states searching for a whole myriad of offers and promotions. This will only intensify as more bookmakers go live and states push on with the passing of gambling bills. Now is the time for online bookmakers to invest in their offers.

“The major markets for free bets are currently soccer, basketball and horse racing. While these are the sports US free bets are most commonly offered for, American bettors are also displaying an appetite for bonuses to use on more niche and alternative markets. These include esports free bets and fantasy sports free bets.”

About, an online portal for free bets comparison, launched in August 2020 with the aim to help players navigate the best free bets from US online sportsbooks. The site has partnered with operators from across North America in all states where gambling has been legalized. is part of an extensive network of online gambling brands owned by Kontempry Ltd. This is a multinational business that operates several online aggregators and operator brands in the igaming space. In the UK, these include aggregator brands such as,, and online betting operator, The brand has also secured relevant licenses to operate in the US, having launched, and for the American market.