Most important iGaming sub-niches and microniches of 2023

When creating content about a topic, there is only so far you can go while dealing with it in the broadest strokes. Whatever your niche is, things always move slower the closer they get to the top of the scale in terms of importance. If you’re writing specifically about sports, for example, there are only so many ways you can write about France being good at football. Eventually, the reader will need deeper dives to keep them reading. That’s where sub-niches and microniches come in.

The terms “sub-niche” and “microniche” could be used more or less interchangeably, but for the purposes of this piece, we’re defining a sub-niche as a smaller area of focus that leads off a larger one. So if we were talking about legal betting as a niche, legal betting in a particular country or state would be a sub-niche. A microniche is a more specialised area that is connected to the main niche (in this case, betting), so for our purposes, an appropriate microniche might be crypto betting. Below, we’ll look at a few examples of these types of topics that are going to be important to follow in 2023.

Texas

There is going to be more focus on Texas’ prospective betting legislation this year than on the other states aiming to pass laws combined. New Hampshire, Nevada, Missouri and Minnesota could all pass laws before lawmakers in Austin have even finalised the wording on the expected November referendum, but Texas is a huge target for the iGaming industry. If the Lone Star state does pass legal sports betting - and the polling suggests it will - then it will be huge for the industry, and content creators can be at the heart of delivering information each step of the way.

Regulation

There are enough countries and states that have recently legalised betting - or relaxed existing laws on it - that there is now a swell of opinion in favour of tighter controls. This is likely to have implications primarily for the marketing of betting companies, whose ads will come in for closer scrutiny. This secondary legislation is going to be a micro-niche of interest given that it is intended to happen on a federal level in the United States - one member of the US Congress has already introduced a bill intended to nationally ban all online advertising.

Latin America

While most of the headlines regarding online betting were grabbed by the US states that legalised it last year, there was movement further South that could end up being just as important. Peru has recently made sports betting legal, while Chile is making moves to legalise iGaming more widely. Trends that start in one area of South America tend to spread quickly on a legislative front, so there will likely be further movement in this area in 2023.