Exclusive: Is US Gaming Only Scratching the Surface? BetMGM CEO Adam Greenblatt on What Comes Next

The US online gaming and sports betting market has expanded rapidly in recent years, but significant opportunities remain as regulation continues to develop and player experiences become increasingly sophisticated.

In this exclusive interview with iGaming News Today, Adam Greenblatt, Chief Executive Officer at BetMGM, reflects on his journey from investment banking and corporate strategy to leading one of the industry’s most prominent US gaming businesses. He discusses the forces behind US market growth, product innovation, omnichannel experiences, AI, responsible gaming, leadership and the trends that could shape online gaming and sports betting through 2027 and beyond.

Q1. You came to gaming after working in investment banking and corporate strategy. Looking back, which experiences have had the biggest influence on the way you lead BetMGM today?

Adam:

Every stage of my career has shaped the way I lead today. My years in mergers and acquisitions at Rothschild were especially formative because they gave me a seat at the strategic table early on. Working on major transactions taught me the patterns behind successful deals, the common pitfalls, and the importance of resilience, disciplined decision-making, and staying calm under pressure.

Moving into Ladbrokes, Ladbrokes Coral, and later GVC shifted my perspective. Instead of advising businesses from the outside, I became responsible for long-term outcomes. That accountability taught me the satisfaction of building something over time rather than simply completing a transaction.

Those experiences eventually came together at BetMGM. Having worked across finance, strategy, operations, and leadership has helped me understand the business from multiple angles. Combined with a strong focus on data and surrounding myself with talented people, those lessons continue to shape how I lead the company today.

Q2. The US online gaming and sports betting market has grown incredibly quickly over the past few years. From your perspective, what has driven that growth, and are we still only scratching the surface?

Adam:

The biggest driver has been market expansion. Legalisation has brought existing consumer demand into a regulated environment, allowing operators to offer safer and more responsible experiences while unlocking significant growth.

At BetMGM, we’re now live in 31 markets, covering more than half of the US population. Sports betting has expanded rapidly, while iGaming still reaches only a relatively small portion of the country, which represents a significant long-term opportunity for us.

Product innovation has also played a major role. Mobile technology has improved dramatically, player experiences have become far more sophisticated, and sports betting has evolved from primarily pre-match wagering to highly engaging live betting, parlays, and player-focused markets.

On the casino side, game libraries have expanded enormously, giving players thousands of titles rather than just a few hundred. Combined with our omnichannel strategy that connects digital and retail experiences, we believe there is still substantial room for future growth.

Q3. BetMGM continues to expand its products and player experiences. How do you decide which innovations genuinely improve the player experience and which are simply nice to have?

Adam:

Competition in our industry is intense, so innovation has to create real value for players.

One area we focus heavily on is content. We combine well-known intellectual property with our own exclusive game development to create experiences players can’t find elsewhere. Recognisable brands help attract players, but the gameplay itself has to deliver a great experience.

Another important area is omnichannel. We’ve created a single account and wallet that follows players across participating jurisdictions, allowing them to move seamlessly between digital gaming and MGM Resorts properties. We’ve also developed exclusive live dealer experiences and loyalty programmes that connect online play with real-world rewards.

Ultimately, innovation isn’t about adding features for the sake of it. We constantly analyse player behaviour, measure results, and use data to identify improvements that genuinely increase engagement and long-term value.

Q4. AI is becoming increasingly important across gaming. How do you see it improving customer experience, operational efficiency, and decision-making over the next few years?

Adam:

I believe AI represents one of the biggest structural opportunities our industry has ever seen.

Operationally, AI will help businesses process enormous amounts of data in real time, automate repetitive tasks, and enable faster, more informed decision-making. Marketing teams can generate more creative variations, personalise campaigns more effectively, and continuously optimise performance through automated testing.

AI will also improve customer service, payments, risk management, and fraud detection by reducing friction and allowing teams to focus on more complex issues.

Perhaps most importantly, AI will strengthen responsible gaming by identifying changes in player behaviour earlier and helping operators intervene more proactively when necessary. Its impact will extend across virtually every part of the business.

Q5. As operators create increasingly personalised experiences, how do you balance innovation with responsible gaming and player protection?

Adam:

I don’t see innovation and responsible gaming as competing priorities. Great entertainment should always exist within a safe and responsible environment if it’s going to be sustainable.

The same technology that enables personalisation can also strengthen player protection. AI and behavioural analytics allow us to recognise changes in player activity earlier and provide more effective interventions.

We’ve also invested heavily in responsible gaming initiatives such as our GameSense programme and our partnership with EPIC Global Solutions, which delivers lived-experience training to employees. Campaigns like our “Mullet Over” responsible gaming initiative demonstrated that creative marketing can encourage healthier player behaviour, increasing the use of deposit and stake limits.

For us, innovation and player protection should always evolve together.

Q6. You’ve led BetMGM through one of the world’s fastest-growing gaming markets. What qualities do you believe define an effective leader today?

Adam:

Leadership starts with authenticity, transparency, and strong values.

At BetMGM, we established four core values early on: Play to Win, Respect the Game, Know the Odds, and Show the Love. Those principles influence how we make decisions, support our teams, and serve our customers.

I also believe resilience and adaptability are essential. Our industry changes constantly, whether through regulation, technology, competition, or market dynamics. Leaders need to remain focused, make data-driven decisions, and avoid chasing every new trend without a clear strategic reason.

Strong leadership isn’t really tested when everything is going well – it’s tested when conditions become challenging and decisions become difficult.

Q7. Looking ahead to 2027 and beyond, what trends do you believe will have the greatest impact on online gaming and sports betting?

Adam:

AI will be the biggest transformational force over the next few years. It will reshape how businesses operate and dramatically improve personalisation by delivering the right content, offers, communication channels, and experiences to each individual player.

Another major driver will be continued iGaming regulation across North America. Expanding regulated markets represents a significant opportunity for both operators and consumers.

We’ll also continue to see greater convergence between sports, entertainment, and gaming as player expectations evolve.

Finally, I believe omnichannel experiences will become increasingly important. The distinction between digital and retail gaming will continue to fade, creating seamless experiences that connect online platforms with physical destinations like MGM Resorts. That’s an area where we believe BetMGM is particularly well positioned for the future.

About BetMGM

BetMGM is a major online sports betting and iGaming operator operating across regulated markets in North America. The company offers sports betting, online casino and poker products, combining digital gaming with the broader MGM Resorts ecosystem.

BetMGM’s strategy includes sports betting, iGaming, exclusive gaming content, omnichannel experiences and player loyalty, with its digital offering connected to participating MGM Resorts properties.