The Sportsbook Boom: Immersive Direct-View LED Applications are Transforming the In-Person Betting & Sports Viewing Experience

Sports betting has exploded in the seven years after the Supreme Court ruled a 1992 federal law prohibiting sports betting to be unconstitutional. Since that landmark 2018 ruling, 38 states and Washington D.C. have launched legal sports betting markets, whether via mobile apps or in-person sportsbooks. 

The Big Game & March Madness

The American Gaming Association (AGA) estimates that Americans wagered a record $1.39 billion legally on this year’s Big Game, highlighting the continued expansion around the legal sports betting market. In 2024, the AGA estimated Americans wagered nearly $2.72 billion on men’s and women’s basketball’s March Madness.

LED Video Trends in Brick & Mortar Sportsbooks

Sportsbooks, or race and sports books, must keep bettors informed and entertained 24/7, so they need the latest, most reliable, and dynamic AV equipment. Video screens, interactive betting stations, odds, and spaces to experience games, matches, races, food and drink, are all needed to capture their attention and keep them there.

When it comes to capturing the attention of both the casual and seasoned gambler, today’s NPP or fine-pitch LED video technologies provide the best image quality and performance longevity for high-traffic spaces. Daktronics NPP product line is designed, developed, assembled, and supported exclusively in the United States. To date, we have dvLED product installed in sportsbook locations across the country for betting giants like Circa, Westgate, PENN Entertainment, Station Casinos (STN Sports), Caesars Entertainment, ESPNBet, DraftKings, BetMGM, BetRivers, Unibet and more.

Casinos across the country are embracing the sportsbook boom. From the Black Hills of Deadwood, SD, down to the bayou of Baton Rouge, LA, and up to Detroit motor city. The interest is everywhere, and it isn’t slowing down.  

“As more states are legalizing sports betting, it's definitely becoming more popular as direct view LED has really started to take on in the marketplace,” says James Roehrl, Daktronics AV Sales.

“More and more companies are looking at how do we optimize this? How do we create an experience for the people in their sports books, in their bars, something other than what naturally we see as technology of LCD and projection? How do we make that a bigger impact? Can we do different and unique shapes? As that technology has come around in the last four or five years, those conversations are really starting to pick up and seem to be on a weekly basis.”

PENN Entertainment's ESPN Bet Sportsbooks

As sportsbooks expand in popularity, we partnered with AV integrator Control Point Technology, to outfit multiple ESPN Bet (formerly Barstool Sportsbook), PENN Entertainment locations throughout the US with unique LED video and digital ticker displays.

These all-new sportsbooks are using the technology to deliver one-of-a-kind sports betting experiences with live sports action coupled with real-time betting information including odds, point spreads and over/unders. To date, PENN Entertainment now totals 19 ESPN Bet locations throughout America.

Some locations are truly embracing the “street to seat” concept. They connect with customers when they're walking in from the parking lot through a video marquee or window digital video ticker – and then all the way until they're inside where the action is taking place. Above the bar, expect to experience a center-hung LED video board like you’d see in an arena, to video tickers encircling the entire space displaying odds and scores, to large theater-like video screens on back walls with appropriate tables and seating.

“They are successful because they're creating the atmosphere of an actual stadium or arena,” says Roehrl. “You’re literally able to take a break from the normal casino atmosphere. You have the sports betting going on, but if you want to go in and dine, drink, and take in a game, it's all right there in a fun and entertaining environment.”

Circa Sportsbook

Las Vegas is well known for its gambling, shopping, fine dining, entertainment and nightlife. When Circa Resort & Casino opened its doors in 2020, becoming the first ground-up resort built in Downtown Las Vegas since 1980, it embraced the bigger is better concept. What one can’t help but notice when entering the casino, is the 3-story tall, sportsbook spectacular video display. Designed in a theater-like setting, guests are mesmerized by the 40 foot-tall, 118 foot-wide video display inside the world’s largest sportsbook. With a ticker beneath and all the odds one could imagine to the right and over 97 million pixels property-wide, Circa Sportsbook is truly a one-of-a-kind experience.

Stadium Swim

A literal outdoor aqua-theater, Circa’s Stadium Swim features six pools and a massive 41-foot-high by 135-foot-wide outdoor screen. Located on the second level via the long escalator, with cabanas, daybeds, lounge chairs, and swim-up bars, Stadium Swim at Circa is a great way to enjoy both the sun and sports.

Daktronics managing director of Spectaculars sales, Josh Francois, says Circa is truly pioneering these types of experiences in sportsbooks and special events spaces, and the market for live entertainment and events continues to grow. Other smaller sportsbooks may look up in awe with what Circa is accomplishing, but the business strategy is basically the same.

“How do we make sure that we don't have people leave the casino premises?” said Francois. “It’s been done in Vegas for years but casino properties across the country are understanding the value of having a sportsbook on premise. The evolution of the sportsbook has really gone from just an amenity to a major profit center for these casinos and companies you see in the industry.”

For more information on Daktronics dynamic video solutions for sports and race book environments, check out www.daktronics.com/sportsbook