This NFL season, some of the most valuable real estate for sports betting engagement was inside the stadium. With insights from GeoComply Edge™ Stadium Data, we examined how fans engaged with betting apps inside the venue itself, capturing real, on-site behavior during live games.
From the first game of the season at Lincoln Financial Field in Philadelphia through the final Wildcard Weekend game at Acrisure Stadium in Pittsburgh (Jan 12th), GeoComply analyzed in-stadium activity across every NFL venue located in states with legal sports betting.
The result is a uniquely clear view of in-stadium engagement, customer acquisition and long-term value.
GeoComply Edge stadium data: seeing what others can’t
GeoComply Edge is purpose-built to understand fan acquisition and engagement within the stadium footprint. This precise, stadium-level location intelligence enables operators to identify which teams, games, and venues resonate most with fans—allowing them to “Do More With Where.” This isn’t a marketing gimmick. GeoComply Edge helps operators understand the impact of live sporting events and partnerships on key moments in the customer journey. This season-long view offers the clearest picture yet of how in-person fandom translates into digital wagering behavior.
Rather than measuring generic app usage, GeoComply Edge reveals:
- Which games drive the highest in-stadium betting engagement
- How often they check apps during games
- How frequently fans engage with betting apps during live games
- Where new betting accounts are being created at the stadium level
- How engagement varies by venue, team performance, and market maturity
Growth leaders: where in-stadium engagement is accelerating
Five stadiums stood out for year-over-year growth in in-stadium geolocation checks and active account growth. Together, these metrics serve as strong proxies for in-stadium betting engagement:
For some stadiums, growth in these metrics is tied to team success on the field. The Broncos and Steelers returned to the playoffs, and the Patriots and Carolina had turn-around seasons both going from worst to first in their Divisions to make the playoffs. These teams truly gave their fans something to cheer about this year.
The Raiders stand apart as an outlier in in-stadium engagement growth. This can largely be attributed to Allegiant Stadium’s role as a destination venue, drawing traveling fans from across the country and making it a unique in-stadium betting environment.
Engagement rate leaders: quality over quantity
The most important metric this season wasn’t total geolocation volume, it was engagement rate: the percentage of in-stadium fans actively using betting apps during games.
The top venues delivered 10–13% engagement, meaning roughly one in every eight fans visited sports betting apps at least once while at the stadium.
New user acquisition: stadiums as customer engines
Perhaps the most powerful insight from GeoComply Edge data is how reliably stadiums are creating brand-new betting customers.
Top venues produced new sign-ups at rates between 0.2% and 0.7% of attendance per game this NFL season:
For a typical 65,000-seat NFL stadium, that’s 130 to 450 new accounts created — every single game. GEHA Field, the home of the Kansas City Chiefs, led the pack in new customer sign-ups in the only three home games they hosted since Missouri launched mobile sports betting on December 1, 2025.
GeoComply sees this from both sides. Through IDComply® we enable a fully compliant KYC process that reduces friction and achieves a 95%+ new customer onboarding rate. GeoComply Edge then helps operators understand where and how these moments occur, enabling customer engagement that is targeted, timely, and non-intrusive.
Doing more with where at sporting events
NFL stadiums have evolved into areas that cater to live and digital engagement. They are places where fandom, technology, and wagering intersect in real time.
GeoComply Edge Stadium Data brings clarity to that intersection—showing what’s driving engagement and growth, and where it’s happening.
- Actionable insight into in-stadium behavior
- Clear visibility into acquisition and engagement trends
- A sharper view of what’s working today
- A season-long perspective that extends beyond a single game or event
As the league continues to grow and fan experiences become more digital, one thing is clear: the future of sports betting is already happening inside the stadium.
If your company wants to access and leverage these powerful GeoComply Edge insights into fan engagement and acquisition, they’re already at your fingertips. Contact your GeoComply Account Director to learn more.
If you are a member of the media and want to learn more about our stadium insights, contact press@geocomply.com
GeoComply’s data used in this report is based on aggregated geolocation transactions and other aggregated data from its online sportsbook customers collected at NFL stadiums in regulated US states. Geolocation checks occur at multiple points in the customer journey, including account registration, login, and bet placement.
GeoComply has a unique view of the US online sports betting market as the trusted geolocation supplier for many of the regulated online sports betting operators in the US. GeoComply’s data does not purport to be definitive or represent any entire US state or the entire US market, but is intended to provide general insights into relevant market dynamics.
This blog has not been reviewed, authorized, or endorsed by the National Football League or any of its Member Clubs.
