South Carolina Sports Betting Demand Climbs

Will South Carolina sports betting legalization be a hot-button topic in 2025?

It is a question nearly everyone in the industry is asking. The Palmetto State remains one of less than a dozen that have yet to legalize some form of sports betting. That guarantees their stance moving forward will garner plenty of interest. Intrigue is the default.

Still, recent data from GeoComply is bringing it closer to the general forefront of the entire industry. Before we dig into the nitty-gritty, here’s the nutshell takeaway: The demand for sports betting in South Carolina appears to be on the rise. By how much? And to what extent does this prospective uptick matter? Let’s explore

South Carolina Sports Betting Login Attempts Skyrocketed in 2024

For those who may not know, GeoComply is a company that provides “geolocation data, security and solutions to its customers.” This includes isolating the true location of a person’s digital presence.

Recently, they released data that compares South Carolina sports betting login attempts in 2024 to the number of attempts in 2023. The returns, in this case, verge on shocking. From Pat Evans of Legal Sports Report:

“The geolocation company published a post on its website highlighting the number of unregulated users’ attempts to access sportsbooks in legal states. The data looked at seven unregulated online sports betting markets. ‘GeoComply’s analysis of data from seven unregulated states reveals a compelling story of untapped potential,’ the post reads. ‘With each of these states preparing to consider sports betting legislation in their 2025 legislative sessions, the time is ripe to examine the demand and the opportunities that legalization can bring.’

“In South Carolina, GeoComply tracked more than 7.7 million checks from 365,808 accounts. After online sportsbooks launched in North Carolina last year, South Carolina legislators could consider legislation.”

These 7.7 million checks are…a lot. But so are the 365,000-plus accounts. In fact, according to GeoComply, this represents more than a 436 percent increase in the number of accounts from 2023. Based on this data, it is anything but a stretch to say that the popularity of online sports betting in the United States is piquing the interest of South Carolinans.

Interest in South Carolina May be Tied to North Carolina Sports Betting Launch

Although gargantuan upticks in login attempts are not uncommon, South Carolina’s increase obliterates most other anomalous returns. And while there isn’t necessarily a singular reason that explains it, most officials and experts agree that the legalization of sports betting in North Carolina plays a huge role in these login attempts.

“The remarkable year-over-year increase in active accounts from South Carolina is directly linked to North Carolina’s launch of statewide mobile sports betting in 2024,” the GeoComply post reads (via LSR). “This data point alone provides clear evidence of how legalized sports betting in one state can influence consumer behavior in neighboring states.”

Opponents of South Carolina sports betting will use this reasoning as a counter-caveat when conversing with advocates. And make no mistake, there are legitimate reasons to oppose the legalization of sports betting in The Palmetto State.

If anything, though, this only further accentuates the rising demand for sports betting among South Carolinians. GeoComply’s data shows only those attempts that originated inside The Palmetto State. Plenty of those accounts, along with ones they never tracked back to South Carolina, assuredly traveled into North Carolina to place their wagers. That is how consumer behavior also works. If there is a nearby locale offering services your residence does not, you frequent the former—and spend your money there.

For South Carolinians, trips to The Tar Heel State are bound to become standard fare. With sports betting in Georgia still illegal, Tennessee sports betting is the only bordering option. And given how tiny the connecting portion of South Carolina is to The Volunteer State, it’s unlikely they traveled there in droves.

Will The Palmetto State Revisit Sports Betting in 2025?

The natural response to all of this: wondering whether South Carolina sports betting will be on the agenda in 2025.

Despite not yet having any confirmation, our guess remains “yes.” The legalization of North Carolina online sports betting, in particular, has to at least warrant a discussion among South Carolina officials.

The absence of confirmation so far can be interpreted as ominous. But the state legislature only began convening on January 14. That means this round of legislative sessions is, at this writing, not even two weeks old. There is plenty of time for bills to be proposed, and for agendas to be set. Hence why we expect sports betting to eventually become a more pressing matter.

Granted, this does not guarantee the discussion goes anywhere. South Carolina policymakers generally oppose legal sports betting. The revenue generated from North Carolina sports betting may invariably sway some holdouts, but even if it does, it may take more time. The Tar Heel State launched sports betting less than one year ago. Oftentimes, you need 18 to 24 months for states to get a firm hold on how much revenue it has generated. Then, from there, officials must cobble together projections for South Carolina sports betting.

This is all to say: If North Carolina becomes the impetus for North Carolina sports betting legalization, it is more likely to impact proceedings in 2026 or 2027 rather than 2025. In the meantime, we know one thing for sure: Interest among South Carolinians isn’t just pronounced. It’s on the rise.

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