Rascasse Audience Intelligence

BetMGM Target Market in United States

A data profile of the people who buy, follow and care about BetMGM in United States — modelled from more than twelve digital signal sources. BetMGM has an estimated audience of 1,626,120 people in United States.

#2among Betting in United States#1723among Brand in United States#354in Games

The average BetMGM fan in United States is 41.3 years old, more male, and lives primarily in Michigan.

The audience is concentrated in Michigan, Pennsylvania, New Jersey.

Top brand affinities include Mobile gambling, Sports betting, Online gambling, with strongest over-indexing on Mobile gambling (132.08× the country average).

Demographically, the BetMGM audience skews more male with an average age of 41.3, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical BetMGM fan in United States is more male, around 41.3 years old, with strong Risk Appetite tendencies and a notable affinity for Mobile gambling.

Category: Games · Type: Brand · Subtype: Betting

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the BetMGM profile in United States.

Audience size
1.6M
in United States
Gender
33.2%♀
66.8% male
Age
41.3
average years
Country rank
#16697
Brand in United States
Fig. 01

Search interest · 12-month trend

-32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of BetMGM

33.2% are female, 66.8% are male, average age 41.3.

Fig. 02

Gender split

33.2%
Female
66.8%
Male
Demographic split for BetMGM audience in United States
MetricValue
Female33.2%
Male66.8%
Average age41.3
Estimated audience size1,626,120
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the BetMGM audience in United States
Age bracketShare%
16-1912%
20-2920%
30-3922%
40-4922%
50+23%
Fig. 04

Worldwide distribution

9.8%

of the worldwide BetMGM audience comes from United States.

Worldwide audience distribution share by country for BetMGM
CountryShare
Brazil52.1%
United Kingdom18.9%
United States9.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the BetMGM audience in United States is strongest.

Fig. 05

Top regions by affinity

BetMGM customers by region in United States
#RegionReachAffinity×
01Michigan~300K6.13×
02West Virginia~50K5.79×
03Pennsylvania~200K3.30×
04New Jersey~100K3.13×
05Nevada~50K2.63×
06Arizona~60K1.57×
07Massachusetts~50K1.39×
08Colorado~40K1.31×
09Kansas~20K1.28×
10Tennessee~50K1.27×
11Indiana~40K1.21×
12Maryland~40K1.20×
13Ohio~60K1.14×
14Louisiana~30K1.14×
15Virginia~40K1.03×
16Missouri~30K0.98×
17Mississippi~10K0.97×
18New York~100K0.96×
19Washington, District of Columbia~5K0.95×
20Illinois~50K0.92×
21New Mexico~8K0.92×
22Iowa~10K0.91×
23Kentucky~20K0.88×
24North Carolina~50K0.85×
25Delaware~3K0.69×
26Alaska~3K0.69×
27Vermont~2K0.68×
28South Dakota~3K0.67×
29North Dakota~2K0.64×
30Montana~3K0.61×
31Rhode Island~3K0.56×
32Hawaii~4K0.54×
33Maine~3K0.54×
34New Hampshire~4K0.52×
35Nebraska~5K0.51×
36Idaho~5K0.51×
37Arkansas~7K0.49×
38Washington~20K0.46×
39Alabama~10K0.45×
40Connecticut~8K0.45×
41Oklahoma~9K0.44×
42South Carolina~10K0.39×
43Oregon~8K0.39×
44Utah~6K0.38×
45Wisconsin~10K0.37×
46Georgia~20K0.36×
47Minnesota~9K0.36×
48California~70K0.33×
49Florida~40K0.30×
50Texas~40K0.28×
Fig. 06

Affinity by region

Affinity by region — BetMGM, United States
0.28×1.00×6.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the BetMGM audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for BetMGM audience
#·InterestCategoryAffinity×
01Mobile gamblingGames132.08×
02Norwich City F.C.Sports53.39×
03Torino F.C.Sports47.50×
04Bet365Games37.07×
05UnibetGames35.21×
06Sports bettingGames25.59×
07Online gamblingGames23.24×
08Crystal Palace F.C.Sports20.49×
09West Ham United F.C.Sports19.64×
10Ligue 1Sports18.83×
11Maryland Terrapins men's basketballSports16.12×
12Los Angeles FCSports15.69×
13Inter MilanSports13.17×
14Online casinoGames11.58×
15Paris Saint-GermainSports9.41×
16BundesligaSports9.29×
17Manchester City F.C.Sports6.35×
18Seattle MarinersSports4.58×
19GamblingGames4.20×
20FIFA World CupSports2.96×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the BetMGM audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by BetMGM audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.55×
Career OrientationPOWER1.48×
Quality AwarenessPREMIUM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by BetMGM audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.65×
TraditionCONSERVATISM0.69×
Pet OwnershipJOY0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is BetMGM's target market in United States?

BetMGM's target market in United States covers an estimated 1,626,120 people, concentrated in Michigan and Pennsylvania.

02

What is the gender split and age of BetMGM customers?

33.2% of the BetMGM audience are female, 66.8% are male, with an average age of 41.3 years.

03

Which brands do BetMGM fans like most?

BetMGM fans show strongest brand affinity for Mobile gambling (132.08×), Sports betting (25.59×), and Online gambling (23.24×) over the country average.

04

Where do BetMGM fans live in United States?

BetMGM fans in United States are most concentrated in Michigan (reach ~300K), Pennsylvania (reach ~200K), and New Jersey (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do BetMGM fans also like?

Beyond BetMGM itself, the audience over-indexes on Sports betting (25.59×), Online gambling (23.24×), Unibet (35.21×), and Norwich City F.C. (53.39×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Betting audiences in United States

See BetMGM audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for BetMGM. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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