But as more companies enter the market, a greater variety of technology becomes available for sports bettors across the continent.
The same applies for established organisations, such as sports betting supplier Kambi. Ahead of the new NFL season the provider is allowing players to combine multiple main and prop bets within the same game, or across different games, for the first time.
The new product, quite simply, will be titled Game Parlay, launching on Thursday 9 September.
Kambi's new product was developed in-house, with the supplier boasting that its "expertise and experience in proprietary pricing and risk management" adds plenty of value here.
According to the firm, approximately 50% of sports betting revenue in many US states is derived from parlay (which means multiple selections as opposed to a single wager) betting alone.
Simon Noy, SVP Trading, Kambi, said: "Game Parlays is an exciting product not just for Kambi, but for our partners and their players alike who increasingly want to create their own bets through a combination of outcomes not only within the same game, but also across multiple games and sports.
"We are delighted to provide players with our enhanced American football product ahead of the upcoming season which we'll continue to strengthen as the season progresses, as well as expanding into other leagues and sports in the future."
Game Parlays can be rebranded by partners under a different name to "cater to their individual customer base and marketing strategy."
