Candee said the sudden growth of legalized gambling in states across the country has sportsbook operators jockeying for a piece of the huge new customer base — and the Super Bowl is their latest opportunity to sell themselves to potential bettors. “It is happening in the here and now, moment to moment, as they compete for customers. That is because this is essentially a new industry that is rising up from the ground,” he said. Sports gambling could become a $37 billion industry by 2025, according to the investment management company ARK.
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