As excitement builds around the NFL playoffs, fans in states where online sports betting remains illegal are increasingly looking for ways to place legal wagers. The demand for regulated sports betting in these unregulated states has never been more evident. Data from GeoComply, a company specializing in geolocation technology, has shed light on the extensive and untapped potential for legal sports betting in seven states—Texas, Nebraska, Alabama, Georgia, Minnesota, South Carolina, and Mississippi—currently without legal online sports betting. With state legislative sessions in 2025 just around the corner, the time is ripe for lawmakers to consider the significant benefits of legalizing sports betting.
GeoComply revealed in a press release that through its proprietary PinPoint technology, it has tracked more than 33 million geolocation requests from residents in these states between September 2024 and January 2025, underscoring the high demand for regulated sports betting. Mississippi, which already offers retail sports betting but not online wagering, led the charge with nearly 10 million check-ins, followed by South Carolina with 7.7 million and Texas with 4.5 million. These numbers reflect a substantial increase in active accounts, signaling a growing interest in legalized sports betting options.
The year-over-year growth in account registrations is particularly noteworthy. South Carolina saw an astounding 437% increase in active accounts, driven by the launch of mobile sports betting in neighboring North Carolina. This increase serves as a clear indication of how neighboring states’ legalizations influence consumer behavior. Other states, including Alabama and Georgia, also saw more than double the number of active accounts from the previous year.
Cross-Border Betting Behavior: The “Busiest Cornfield in Iowa”
A particularly intriguing trend highlighted by GeoComply is the significant cross-border betting activity from states like Nebraska. Residents of Omaha frequently travel to Iowa, where sports betting is legal, to place wagers. This phenomenon, humorously dubbed “The Busiest Cornfield in Iowa,” reflects the desire of Nebraska residents for a regulated sports betting option. The geolocation data from this rural area, just over the state line from Iowa, recorded more than 326,000 check-ins, showing the volume of bettors willing to cross state lines to place legal wagers.
Similar cross-border activity has been observed in other parts of the country. In places like New York and Kentucky, lawmakers have acted to address the growing loss of tax revenue from residents crossing state lines to place bets. These examples further illustrate the clear demand for legal sports betting and the economic benefits that can be realized by states that legalize it.
The Economic and Consumer Protection Benefits of Legal Sports Betting
Beyond meeting the demand for legal sports betting, GeoComply’s data also emphasizes the importance of consumer protection and the economic potential of a regulated market. Currently, residents in unregulated states are often forced to seek out illegal sportsbooks, which carry the risks of fraud and exploitation. GeoComply’s research suggests that, without regulation, these consumers are vulnerable to unscrupulous operators. Legalizing sports betting would not only offer consumers a safer, more secure platform for placing bets but also provide tools for responsible gaming, fraud prevention, and overall consumer protection.
In addition to protecting consumers, legal sports betting is a major revenue driver for states. GeoComply points to the more than $7.1 billion in tax revenue that has been generated by legal sports betting since 2018. With many of the states in question potentially seeing similar results, the legalization of sports betting would provide a significant boost to state revenues. Texas, for example, could see more than $300 million in tax revenue by the third year of legalization, based on a minimum 15% tax rate. Several states, including Minnesota, Alabama, and Texas, are already considering sports betting legislation or are expected to do so in the coming months.
