Can Patrick Mahomes and Travis Kelce lead the Kansas City Chiefs to yet another Super Bowl victory? How will Houston Texans quarterback C.J. Stroud build on his remarkable rookie performance? Is Aaron Rodgers’ comeback from injury going to be a game changer for the New York Jets?

These are just a few questions fans are excitedly discussing—and betting on—as the 2024 NFL season kicks off this Thursday night. Another prevalent query is: What will the NFL’s seventh season of widespread legal sports betting hold?

All signs suggest that there will be a significant surge in wagering enthusiasm within a well-regulated environment. Following the Supreme Court’s repeal of the federal ban on sports betting in 2018, 38 states and Washington, D.C. have since legalized some form of sports betting, providing two-thirds of American adults with legal betting options right in their home states.

Americans set to wager billions on NFL games

This year, it’s estimated by the American Gaming Association that Americans will wager around $35 billion on NFL games.

It’s not surprising that 77% of Americans favor legal sports betting in their states, and 90% view it as an enjoyable form of entertainment. Moreover, 85% of American adults expressed agreement with the Supreme Court’s decision to permit sports betting across the nation last year, a significant increase from 63% in 2019.

Why is support for legal sports betting on the rise? Both consumers and lawmakers have come to realize that allowing access to a pastime that millions have historically enjoyed—often via bookies and unregulated websites—is the best approach forward.

Currently, a large proportion of bets made in the U.S. occur through legal channels, where bettors can benefit from the protections that a regulated market provides. This marks a significant change from the past, when illegal gambling was dominated by exploitative operators.

Legal betting operators understand that promoting responsible gambling is a priority for everyone involved. This includes investing millions into responsible gaming initiatives, education, and properly verifying age and identity to ensure gambling is reserved for adults only.

Legal sports betting brings in billions in tax revenue

Support for legal betting also stems from its economic advantages. The billions in taxes collected annually from legal sports betting help fund essential public projects throughout the country.

September marks not only the beginning of the NFL season but also Responsible Gaming Education Month. In the upcoming weeks, the gaming industry will unveil new initiatives aimed at enhancing our commitment to responsible gambling while highlighting current efforts.

As the NFL season unfolds, there will undoubtedly be skeptics regarding sports betting. Just as fans have the right to speculate on their Super Bowl favorites, they also have the right to voice their opinions about legal gambling.

Nevertheless, the evidence is clear: the vast majority of Americans regard legal sports betting as a secure and enjoyable aspect of our sports culture—and the industry is dedicated to keeping it that way.

Bill Miller serves as the president and CEO of the American Gaming Association.