Helping to grow revenue (and ad dollars) is the continued legalization of sportsbooks by states. Last month Massachusetts became the 36th state to legalize sports betting (Washington D.C. has also legalized it). Massachusetts joins Maine, Ohio, Nebraska, Kansas and Florida as states that have legalized gambling but has yet to enact any regulations.

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The future will bring closer ties between sports leagues and betting companies, all of which seek to maximize profits from fan bases. Unlike ticket and merchandise sales, this avenue has almost exponential potential. As more opportunities arise, problems will, too, no matter how many resources the sports and gaming industries devote to promoting responsible gambling ¡ª even as they provide free offers and come-ons to keep bettors engaged. There might be increased regulation down the line, but states won¡¯t be too willing to surrender the tax revenues, which are sure to keep increasing.

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