States Keep Legalizing Sports Betting. The Promotions Haven't Stopped.
A decade after the federal ban lifted, sportsbooks are still spending heavily on customer acquisition — and the deals at the top of the funnel are getting more aggressive.
On the first Monday of June 2026, sports betting operators were offering new customers thousands of dollars in bonus bets across major league baseball matchups — a scene now so routine it barely registers as news. But the persistence of those promotions, and the scale of the spending behind them, tells a more complicated story about where the legal sports wagering industry stands a decade after the federal prohibition ended.
The 2018 Murphy v. National Collegiate Athletic Association decision cleared the way for states to legalize sports betting independently. Since then, more than 40 jurisdictions have enacted some form of it. What followed was an acquisition arms race — FanDuel, DraftKings, BetMGM, and a dozen smaller operators pouring capital into first-bet bonuses, deposit matches, and risk-free wagers. The math is straightforward: a customer acquired for a few hundred dollars in promotions is worth thousands over a multi-year betting lifespan if retention holds.
The MLB calendar has become a proving ground for those offers. Monday night matchups — Dodgers hosting the Diamondbacks, Mariners hosting the Mets — drew the standard promotional bundles on 1 June 2026. BetMGM's CBSSPORTS code offered up to $1,500 in bonus bets contingent on a losing first wager. DraftKings ran a $200 instant bonus for a $5 initial bet. Both structures are familiar. The financial architecture beneath them — a customer spending years in a sportsbook's ecosystem, generating vig on every bet — is what the promotions are designed to buy.
The industry has matured beyond the early land-grab phase, but competition remains intense. Several states have consolidated licensing regimes that effectively lock out new entrants, creating oligopolistic local markets where the dominant operators still compete aggressively on acquisition spend. The customer base has bifurcated: a layer of experienced bettors who move between platforms hunting the best lines, and a larger pool of casual recreational users who deposit, bet a few times, and largely disappear. Operators design promotions differently for each cohort.
Regulatory frameworks have not kept uniform pace. Some states cap promotional spending or restrict the types of offers operators can extend to new customers. Others allow unlimited acquisition spending with minimal oversight. The patchwork produces real variation in what a bettor in, say, Ohio receives compared to one in New Jersey, even for the same national operator. State tax structures also differ significantly, which shapes the commercial calculus for operators in each jurisdiction — and ultimately influences how much of that acquisition budget reaches the consumer in the form of a promotion.
The structural tension in the industry is not really about promotions. It is about whether the unit economics work at scale. Customer acquisition costs in mature markets have risen steadily as the pool of first-time legal sports bettors thins. Operators that entered the market early with aggressive bonuses are now managing the cost of retaining customers who came in on those same offers. The industry narrative has shifted from growth-at-all-costs to sustainable hold rates — how much the house wins on each dollar wagered over the long run. Promotions remain the primary customer acquisition tool. Whether they generate positive lifetime value at the individual bettor level is the question the sector has not conclusively answered.