It's high stakes for UK companies as sports betting starts to spread in America.
From Tuesday, new rules on betting entered result in Delaware, a tiny east coast state about 2 hours from Washington.
Neighbouring New Jersey might start accepting sports bets as early as Friday.
The modifications are the very first in what could end up being a wave of legalisation after the Supreme Court last month cleared the way for states to enable sports betting.
The industry sees a "once in a generation" opportunity to develop a new market in sports-mad America, said Dublin-based financial expert David Jennings, who heads leisure research study at Davy.
For UK companies, which are grappling with debt consolidation, increased online competitors and harder guidelines from UK regulators, the timing is especially suitable.
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But the industry says depending on the US remains a risky bet, as UK business face complicated state-by-state guideline and competitors from entrenched regional interests.
"It's something that we're really focusing on, however equally we do not wish to overhype it," said James Midmer, spokesman at Paddy Power Betfair, which just recently acquired the US fantasy sports betting website FanDuel.
'Require time'
The US accounted for about 23% of the world's $244bn (₤ 182bn) in gaming earnings in 2015, according to a report by Technavio, external released in January.
Firms are hoping to take advantage of more of that activity after last month's choice, which struck down a 1992 federal law that disallowed states beyond Nevada and a few others from authorising sports betting wagering.
The judgment found the law was an over-reach of federal power. But the court it did not actually legalise sports wagering, leaving that question to local legislators.
That is anticipated to result in significant variation in how firms get licensed, where sports betting can take place, and which occasions are open to speculation - with big ramifications for the size of the marketplace.
Potential profits ranges from $4.2 bn to practically $20bn every year depending on aspects like how numerous states transfer to legalise, Oxford Economics estimated in a 2017 research study for the American Gaming Association.
"There was a lot of 'this is going to be substantial'", stated Will Hawkley, London-based head of leisure for consultants KPMG.
Now, he said: "I believe the majority of individuals ... are looking at this as, 'it's a chance but it's not going to be $20bn and it's going to be state by state and it's going to require time'."
'Remains to be seen"
Chris Grove, handling director at Eilers & Krejcik Gaming, anticipates that 32 states will legalise sports wagering in some form by 2023, creating a market with about $6bn in annual profits.
But bookies deal with a far various landscape in America than they carry out in the UK, where wagering shops are a regular sight.
US laws limited gambling mostly to Native American lands and Nevada's Las Vegas strip up until reasonably just recently.
In the popular imagination, sports betting has actually long been connected to a 1919 baseball World Series match-fixing scandal.
States have actually also been sluggish to legalise many types of online gambling, despite a 2011 Justice Department opinion that appeared to get rid of obstacles.
While sports wagering is normally viewed in its own category, "it clearly remains to be seen whether it gets the kind of momentum people believe it will," said Keith Miller, law professor at Drake University and co-author of a book about sports betting wagering regulation.
David Carruthers is the former chief executive of BetonSports, who was detained in the US in 2006 for running an offshore online sportsbook and served prison time.
Now an expert, he states UK firms should approach the market thoroughly, choosing partners with caution and preventing mistakes that might result in regulator reaction.
"This is a chance for the American sports wagerer ... I'm not exactly sure whether it is an opportunity for company," he states. "It truly depends on the outcome of [state] legislation and how the business operators pursue the chance."
'It will be collaborations'
As legalisation begins, sports betting wagering companies are lobbying to fend off high tax rates, as well as requests by US sports betting leagues, which wish to collect a percentage of income as an "integrity charge".
International business face the added difficulty of an effective existing video gaming industry, with casino operators, state-run lottery games and Native American tribes that are looking for to protect their grass.
Analysts say UK firms will require to strike collaborations, offering their competence and innovation in order to make inroads.
They point to SBTech's current announcement that it is providing technology for Kentucky Derby operator Churchill Downs as an example of the kind of offers most likely to materialise.
"It will be a win-win for everyone, but it will be collaborations and it will be driven by innovation," Mr Hawkley stated.
'It will simply depend'
Joe Asher, president at William Hill US, is clear-eyed about the truths.
The company has been investing in the US market since 2011, when it bought 3 US companies to establish a presence in Nevada.
William Hill now utilizes about 450 people in the US and has announced partnerships with casinos in Iowa and New Jersey.
It works as risk supervisor for the Delaware Lottery and has actually invested millions together with a regional developer in a New Jersey horse racing track.
Mr Asher stated William Hill has become a home name in Nevada but that's not necessarily the goal all over.
"We definitely plan to have a really considerable brand existence in New Jersey," he stated. "In other states, it will simply depend on policy and potentially who our local partner is."
"The US is going to be the most significant sports betting wagering market worldwide," he included. "Obviously that's not going to take place on the first day."
