The pandemic significantly disrupted the gambling industry — perhaps the biggest hit was felt by sports betting, after mass cancellations of sporting events. As a result, many operators began closing their retail betting shops and shifting their focus to mobile apps as the main platform for online betting.
Below we examine how this transition is unfolding, why mobile applications are becoming essential — and what trends shape the industry today (2025).
In the Birthplace of Bookmaking — How the UK Shifted Online
One of the giants of sports betting — William Hill — announced the closure of 119 betting shops (PPС) during the pandemic citing financial losses. Simultaneously, the company emphasized a stronger focus on its online segment, particularly mobile apps.
Their example is not unique — many British operators now prefer native mobile apps over simple web versions. For many players in the UK, placing bets from a smartphone has become the norm. Technological improvements and app accessibility have made this shift convenient and smooth.
Consequently, bookies have broadened their product offerings: beyond traditional sports bets, they integrated casino games and other entertainment directly into their apps. This diversification allowed them to retain clients even when major sports leagues were suspended.
Experts argue the UK betting market could see a major boom thanks to mobile-first betting. At the same time, the number of operators may shrink — weaker services may lose clients to stronger apps, pushing companies to invest more in marketing, loyalty programs, and exclusive mobile offers.
Other major UK operators — for example, Ladbrokes and Paddy Power — have for years promoted their own mobile betting apps and see mobile as a core product.
As evidence of this shift, Danske Spil — a major Nordic operator — won awards for best betting app several years in a row at the EGR Marketing and Innovation Awards. Their developers spent nearly five years iterating and improving the app before the first award, showing how investment in quality apps can pay off.
The Untapped U.S. Market — Mobile Betting Gains Ground
Until recently, mobile sports betting was heavily legally restricted in the United States. But the landscape changed dramatically after legalizations at state level. According to a report from the Fantasy Sports & Gaming Association, about 82.5% of betting revenue now comes from web and mobile platforms — prompting a surge in new mobile-focused sportsbooks.
Many U.S. states now allow mobile betting through regulated apps. Operators have launched in Illinois, Michigan, Colorado, Ohio, Virginia, Tennessee, and others. Local authorities continue to debate legalization in additional states. Despite occasional slowdowns, growth remains robust.
Industry analysts expect that in coming years more than 70–75% of bets in the U.S. will be placed via dedicated mobile applications. According to financial firm reports, the U.S. sports betting market could exceed $8–10 billion in annual wagers by 2025, driven largely by mobile penetration and aggressive marketing.
For example, BetMGM now partners with motorsport events such as NASCAR to offer mobile betting lines — offering integrated apps for both casual and enthusiast bettors (though actual availability depends on local regulation per state).
Why Mobile Betting Apps Are Convenient for Players
The shift to mobile has several advantages for bettors:
- Flexibility: bets can be placed from anywhere — home, commuting, during breaks, without needing to visit a betting shop or use a PC.
- Real-time convenience: live betting, fast odds updates, instant notifications keep bettors engaged.
- Access to more products: sportsbooks often bundle bets, casino games, and even lotteries under one app.
- Streaming & betting: many apps now support live streaming of matches and odds updates — so bettors don’t miss any event while on the move.
- Loyalty & bonuses: operators promote their apps through exclusive offers, free bets, bonuses, and personalized promotions — encouraging frequent usage of the mobile platform.
Why Operators Embrace Mobile Apps (and What Challenges They Face)
What drives the shift to apps
- Lower operating costs — shutting physical betting shops reduces overhead (rent, staff, maintenance).
- Wider reach — smartphone penetration grows globally; apps let operators reach rural or remote customers not near betting shops.
- Resilience to crises — as seen during pandemic lockdowns, apps remained accessible while retail sites had to close.
- Diversification — sportsbooks bundle casino games, virtual sports, and other products to compensate for sport-related revenue dips.
- Data & retention — apps provide detailed analytics about user behavior, enabling targeted marketing, personalized bonuses, and loyalty programs.
Challenges and risks
- Regulation and legal patchworks — in many countries betting laws differ by region or depend on licenses; mobile-only operators may face compliance headaches.
- Competition saturation — as more operators enter the market, maintaining competitive odds, UX, and marketing budgets becomes costly. Low-quality apps may lose customers quickly.
- User acquisition & costs — attracting users requires heavy investment in promotions, ads, and bonuses; cost per acquisition (CPA) can be high.
- Responsible gambling issues — mobile apps make betting easy and accessible, raising concerns about addiction and abuse; regulators increasingly demand safer-gambling tools, age verification, deposit/loss limits.
- Technical challenges — ensuring app stability, real-time odds, secure payments, and fraud prevention requires strong infrastructure and trustworthiness.
Why Mobile Betting Will Continue After Crisis
The pandemic accelerated changes that were already underway — but for many operators and players, mobile apps now prove themselves as more than a temporary fix. They represent a permanent shift:
- Market demand from mobile-first generations is real and growing.
- Consumers enjoy greater convenience, speed, and choice.
- Operators benefit from lower overhead, scalable platforms, and data-driven engagement.
- Regulators in many regions accept licensed mobile betting as legitimate — and in some cases increasingly require it to phase out unregulated retail shops.
Mobile apps for betting are not just a survival tool — they are the backbone of a post-pandemic betting industry.
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