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The start of football season is what Michigan sportsbooks have been waiting for.
The Michigan Gaming Control Board reported that operators produced $537.9 million in handle and $44.3 million in revenue in September.
This is the beginning of the betting season for Michigan sportsbooks, as handle increased a whopping 56.2% from August. Revenue, however, decreased 12.3%, with a total hold of 8.2%.
September sports betting by the numbers
- Handle: $537.9 million ($524.3 million online)
- Revenue: $44.3 million ($43.6 million online)
- Hold: 8.2%
- Month-over-month: Total handle increased 56.2%
- Sports betting taxes: $1.2 million to state and local coffers
- Top online sports betting app by handle: FanDuel Sportsbook with $185.8 million
- Top online sports betting app by revenue: FanDuel with $18.9 million
FanDuel regains some market share
FanDuel has ceded market share over the last several months. The start of football season was going to be a good indicator of whether that would continue into the fall.
After dropping market share in three straight months, FanDuel got back on track in September:
- 36% in May
- 34.1% in June
- 32% in July
- 31.6% in August
- 34.5% in September
DraftKings Sportsbook had been closing in, recording 29.8% in August. It still grew slightly in September, improving to 30.8%.
ESPN BET regains some market share
This football season is the biggest for ESPN BET and Penn Entertainment, which have a three-year opt-out clause in the partnership’s 10-year contract in 2026.
So far, ESPN BET has struggled to gain traction in Michigan. Although, it improved its market share in September compared to August. Here’s the operator’s market share each month in 2025:
- January: 5.6%
- February: 5.3%
- March: 5.9%
- April: 5.7%
- May: 4.9%
- June: 5.2%
- July: 4.5%
- August: 5.1%
- September: 5.3%
Down month for operators
Online operators reporting an 8.2% hold rate is considered a loss, especially since they enjoyed a 14.6% hold rate in August, which led to more revenue with less handle.
Operators are hoping for hold percentages in the double digits for the rest of football season.
