It's high stakes for UK firms as sports wagering starts to spread out in America.
From Tuesday, new rules on betting came into impact in Delaware, a small east coast state about two hours from Washington.
Neighbouring New Jersey might begin accepting sports bets as early as Friday.
The modifications are the very first in what might become a wave of legalisation after the Supreme Court last month cleared the method for states to allow sports wagering.
The industry sees a "when in a generation" opportunity to develop a new market in sports betting-mad America, said Dublin-based financial analyst David Jennings, who heads leisure research study at Davy.
For UK companies, which are coming to grips with debt consolidation, increased online competition and tougher guidelines from UK regulators, the timing is especially opportune.
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But the industry states counting on the US stays a risky bet, as UK business face complicated state-by-state regulation and competition from established regional interests.
"It's something that we're truly concentrating on, but equally we do not wish to overhype it," stated James Midmer, spokesman at Paddy Power Betfair, which just recently purchased the US fantasy sports betting website FanDuel.
'Take some time'
The US represented about 23% of the world's $244bn (₤ 182bn) in gaming revenue last year, according to a report by Technavio, external released in January.
Firms are wanting to tap into more of that activity after last month's decision, which struck down a 1992 federal law that disallowed states outside of Nevada and a couple of others from authorising sports betting.
The judgment discovered the law was an over-reach of federal power. But the court it did not really legalise sports betting, leaving that question to regional legislators.
That is anticipated to lead to significant variation in how companies get licensed, where sports betting can take place, and which occasions are open to speculation - with big ramifications for the size of the market.
Potential profits ranges from $4.2 bn to practically $20bn annually depending on elements like the number of states transfer to legalise, Oxford Economics approximated in a 2017 study for the American Gaming Association.
"There was a lot of 'this is going to be huge'", said Will Hawkley, London-based head of leisure for consultants KPMG.
Now, he stated: "I think many people ... are looking at this as, 'it's a chance however it's not going to be $20bn and it's going to be state by state and it's going to take some time'."
'Remains to be seen"
Chris Grove, managing director at Eilers & Krejcik Gaming, predicts that 32 states will legalise sports betting in some kind by 2023, developing a market with about $6bn in yearly earnings.
But bookies deal with a far various landscape in America than they carry out in the UK, where wagering stores are a frequent sight.
US laws limited betting largely to Native American lands and Nevada's Las Vegas strip until reasonably recently.
In the popular imagination, sports betting wagering has actually long been linked to a 1919 baseball World Series match-fixing scandal.
States have likewise been sluggish to legalise many forms of online gaming, in spite of a 2011 Justice Department opinion that appeared to get rid of barriers.
While sports betting wagering is usually viewed in its own classification, "it plainly stays to be seen whether it gets the kind of momentum individuals believe it will," said Keith Miller, law professor at Drake University and co-author of a book about sports betting wagering guideline.
David Carruthers is the former president of BetonSports, who was arrested in the US in 2006 for running an overseas online sportsbook and served jail time.
Now a consultant, he says UK companies should approach the market thoroughly, choosing partners with caution and avoiding errors that might cause regulator backlash.
"This is a chance for the American sports betting gambler ... I'm unsure whether it is a chance for company," he states. "It truly is dependent on the outcome of [state] legislation and how business operators pursue the opportunity."
'It will be collaborations'
As legalisation starts, sports betting wagering companies are lobbying to fend off high tax rates, as well as demands by US sports betting leagues, which wish to collect a portion of revenue as an "stability fee".
International business face the included challenge of a powerful existing video gaming industry, with gambling establishment operators, state-run lottery games and Native American tribes that are seeking to safeguard their grass.
Analysts say UK companies will require to strike collaborations, providing their proficiency and technology in order to make inroads.
They point to SBTech's current announcement that it is offering technology for Kentucky Derby operator Churchill Downs as an example of the type of offers likely to materialise.
"It will be a win-win for everybody, however it will be partnerships and it will be driven by innovation," Mr Hawkley said.
'It will simply depend'
Joe Asher, primary executive at William Hill US, is clear-eyed about the realities.
The business has actually been investing in the US market since 2011, when it purchased 3 US companies to develop an existence in Nevada.
William Hill now uses about 450 people in the US and has announced partnerships with casinos in Iowa and New Jersey.
It works as risk manager for the Delaware Lottery and has actually invested millions together with a regional developer in a New Jersey horse racing track.
Mr Asher said William Hill has become a family name in Nevada but that's not always the objective everywhere.
"We certainly plan to have a really considerable brand name existence in New Jersey," he said. "In other states, it will simply depend upon guideline and possibly who our regional partner is."
"The US is going to be the most significant sports betting market worldwide," he added. "Obviously that's not going to occur on the first day."