Two distinct basketball cultures

Data from Entain’s Global Sportsbook, including BetMGM, Ladbrokes, Coral and bwin, reveals a huge transatlantic divide when it comes to betting patterns on basketball, one that reflects two very distinct basketball cultures. On one hand, you have a sport driven by superstars and statistics, and the other, fierce local rivalries dictated by team play and tactical nuance.

“In the NBA today, more bets are placed on individual player performances, points, rebounds and assists, than on traditional outcomes of the game like the spread or moneyline,” said Nick Townsend, Head of Trading US Sports at Entain. “It reflects the NBA’s celebrity-driven culture, where fans follow stars like LeBron James, Nikola Jokić, and Steph Curry as closely as they do the Lakers or Warriors.”

“The WNBA is also experiencing a surge in betting interest for this reason, with wagers up 18% year-over-year, and at over triple the volume of the 2022–23 season. Much of this growth is attributed to the league’s own breakout star Caitlin Clark, whose presence has brought new energy and visibility to the league.”

“In stark contrast, European bettors wager less than 1% of basketball bets on player markets, said Rene Simanovic, Head of FIBA Basketball at Entain. “Bettors prefer traditional markets over player props like totals, handicaps, and outright winners, flipping the script from the US.

“The NBA’s player-prop-heavy model may not immediately resonate, but with increased exposure and familiar tools such as bet builders, European fans could begin to adopt US-style engagement, tracking player stats, following the league’s superstars, and betting accordingly.”

Europeans prefer in-play, Americans prefer pre-match staking

“European betting is also overwhelmingly in-play, while the majority of US betting occurs pre-match. In Europe, 90% of wagers are placed during live matches,” said Rene Simanovic. “This contrasts sharply with the NBA, where 60% of bets are instead placed pre-match. The shorter quarters, faster pace, and momentum swings in FIBA games make them ideal for real-time engagement.”

The NBA has work to do with European fans

“While the NBA’s entertainment-driven model could gain traction in Europe, ULEB’s EuroLeague and FIBA’s Champions League do offer a culturally distinct experience,” Simanovic added. “They’re rooted in local rivalries, passionate fanbases, and a more tactical, team-oriented style of play. In Europe, betting on FIBA and the EuroLeague is 2.5x more popular than NBA betting, and 12x more popular than college basketball.”

“In the US, the NBA dominates, but FIBA’s leagues are still popular,” said Nick Townsend. “FIBA represents one-third the market size of the NBA and half that of college basketball among US bettors.”

“The NBA’s growing international appeal is reflected not just in its fanbase, but in its most prestigious individual honour,” Townsend added. “Remarkably, the last seven NBA MVP awards have gone to non-American players – five of them from Europe. Multiple-time MVPs Nikola Jokić (Serbia) and Giannis Antetokounmpo (Greece) exemplify how European fundamentals and team play are also reshaping the modern NBA.”

A global game requires a local strategy

“As the NBA’s popularity grows, operators can bridge the gap between two basketball cultures by increasing the variety of products so there is something for everyone, one that blends America’s love for star power with Europe’s passion for team play,” said Nick Townsend. “By combining specific boosts and specials involving relevant players with more familiar bet builder-type products, it might not be long before the NBA is reshaping the way that Europeans bet on basketball.”