Is it the Rams of Los Angeles or the Bengals of Cincinnati? Everyone isn’t sure what the Super Bowl will bring. But one thing is guaranteed: Sports betting companies are going to be rewarded financially, no matter who wins.

Since New York State legalized mobile sports betting before the Super Bowl, this year is bound to be the biggest year yet for the industry.

For these bettors to make their fortunes magical over the year, they may have to make big bucks in New York. As far as  2022 is concerned, like the rest of the market, most gambling stocks have not been winning propositions.

Star-studded TV-ads Require Big Bucks

To attract new players, numbers of gaming companies use hundreds of dollars of free bets. During the NFL playoffs and other live sporting events, they also invest a lot of money in expensive commercials.

There is an impressive list of celebrity spokespersons. To include to this is the addition of Shaquille O’Neal and Ben Affleck. This is due to the decision of Wynn Resorts (WYNN) which handles WynnBet in eight different states but not necessarily in New York – enlisted Ben Affleck and Shaquille O’Neal for television ads.

For Morgan Stanley’s Allen, the expected shakeout is unchangeable. Once the dust settles, the legal sports betting market is likely to be dominated by a few companies.