How Unibet's planned 2024 closure impacts Arizona sports betting

An ASU marketing expert discusses Unibet's decision to leave the American market.

In this story published Dec. 1, 2023, on BetArizona.com:

In the most recent September revenue figures released by the ADG [Arizona Department of Gaming], Arizona had just over $600 million in handle. Unibet had just under $600,000 of that handle or less than one-tenth of 1% of the total market handle. The picture gets bleaker when you factor in payouts to winning bets which results in a net revenue from wagering of just about $34,000. That’s simply not a sustainable market share and very likely doesn’t cover their costs, although that’s speculative.

– Daniel McIntosh, associate teaching professor of marketing