The market for legal sports betting in the USA is growing exponentially. By 2025, it’s believed the industry will be worth as much as $8 billion.

Well-positioned to profit and become a significant player in America is Australian bookmaker, PointsBet.

The Melbourne-based company, having only formed in 2015, is already operating in six states - New Jersey, Indiana, Iowa, Illinois, Colorado, and Michigan - and has deals in place to go live in newly launched states, Virginia and Tennessee, in the near future.

A partnership with Tioga Downs Casino in New York also means PointBet, which has its US operation based in Denver, will enter the much anticipated New York online sports betting market, once the Empire State approves online sports wagering.

With the company’s US expansion well underway and its status as a legitimate online sportsbook for US bettors confirmed, strong financial figures thus far also point to the fact that PointsBet is on track to become a major operator in the world’s biggest online gambling market - not bad for a relative newcomer that launched its product in Australia in 2017.

An aggressive approach to launching in authorized states, quickly, has, unquestionably, helped PointsBet expand its presence in the US and pull alongside more established US sports betting brands such as FanDuel, DraftKings, and BetMGM.

But the company has not settled for access alone.

PointsBet’s strategy to partner with sports teams in those approved states including the Indiana Pacers, the Denver Nuggets, Colorado Avalanche, and the Detroit Red Wings, in addition to becoming an authorized betting partner of the NBA, has also enabled US sports fans to become more aware of PointsBet, and, at the same time, given the PointsBet brand a considerable boost across the country.

And in conjunction with state launches, the operator has signed a number of ex-sports pros as PointsBet ambassadors. The likes of Devin Hester (Illinois), Allen Iverson (Indiana), Darrelle Revis (New Jersey) have become the face of the product in newly legalized states and helped add brand recognition.

However, it is PointsBet’s unique alternative to traditional fixed-odds wagering, “PointsBetting”, where winnings and losses are determined on the accuracy of a bet, and not the final outcome, that has helped PointsBet corner a niche part of the market and stand out from the competition.

There’s not another sportsbook in the US that can rival what PointsBet has in terms of innovation and offering the US bettor something completely different.

This said it’s arguably the company’s agreement with NBCUniversal that will, over time, prove to be the real gamechanger in terms of seeing PointsBet capture a significant portion of the US sports betting market.

The deal, which makes PointBet the official sports betting partner of NBC Sports for the next five years, and is believed to be worth an estimated $500 million, gives PoinstBet the exposure it feels it needs to rival its American competitors, all of which are established US gambling operators that can tap into an existing US audience.

By providing odds and betting related information across NBC Sports’ channels and digital platforms including NBCSN, Golf Channel, and the company’s new streaming service, Peacock, PointsBet gain access to an audience share that amounts to almost 250 million sport-loving Americans.

Having already carved out significant market share and built vital brand recognition, there’s a clear direction regarding the company’s US footprint and a sense that it is only the beginning for PointsBet in America.