It's high stakes for UK firms as sports betting starts to spread in America.
From Tuesday, brand-new rules on wagering entered into result in Delaware, a small east coast state about 2 hours from Washington.
Neighbouring New Jersey could start accepting sports bets as early as Friday.
The changes are the very first in what could end up being a wave of legalisation after the Supreme Court last month cleared the way for states to permit sports wagering.
The market sees a "as soon as in a generation" opportunity to establish a new market in sports-mad America, said Dublin-based monetary analyst David Jennings, who heads leisure research at Davy.
For UK firms, which are grappling with consolidation, increased online competitors and harder guidelines from UK regulators, the timing is particularly suitable.
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But the market states depending on the US remains a risky bet, as UK business face complicated state-by-state policy and competitors from entrenched local interests.
"It's something that we're truly concentrating on, but similarly we don't want to overhype it," stated James Midmer, spokesperson at Paddy Power Betfair, which recently purchased the US dream sports website FanDuel.
'Take time'
The US represented about 23% of the world's $244bn (₤ 182bn) in gaming profits in 2015, according to a report by Technavio, external released in January.
Firms are intending to take advantage of more of that activity after last month's decision, which struck down a 1992 federal law that barred states beyond Nevada and a couple of others from authorising sports betting.
The ruling found the law was an over-reach of federal power. But the court it did not really legalise sports betting, leaving that question to local lawmakers.
That is expected to cause significant variation in how companies get licensed, where sports betting can happen, and which occasions are open to speculation - with huge implications for the size of the market.
Potential revenue varieties from $4.2 bn to almost $20bn each year depending on aspects like the number of states move to legalise, Oxford Economics approximated in a 2017 research study for the American Gaming Association.
"There was a great deal of 'this is going to be substantial'", said Will Hawkley, London-based head of leisure for experts KPMG.
Now, he said: "I believe 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 require time'."
'Remains to be seen"
Chris Grove, managing director at Eilers & Krejcik Gaming, predicts that 32 states will legalise sports wagering in some type by 2023, developing a market with about $6bn in yearly earnings.
But bookies face a far various landscape in America than they do in the UK, where betting shops are a frequent sight.
US laws minimal betting mostly to Native American lands and Nevada's Las Vegas strip up until relatively recently.
In the popular imagination, sports betting has actually long been linked to a 1919 baseball World Series match-fixing scandal.
States have actually also been slow to legalise many types of online betting, despite a 2011 Justice Department viewpoint that appeared to remove barriers.
While sports betting is typically viewed in its own classification, "it plainly remains to be seen whether it gets the type of momentum individuals believe it will," stated Keith Miller, law professor at Drake University and co-author of a book about sports betting guideline.
David Carruthers is the former chief executive of BetonSports, who was arrested in the US in 2006 for running an offshore online sportsbook and served prison time.
Now a specialist, he states UK firms ought to approach the marketplace carefully, selecting partners with care and preventing mistakes that could result in regulator backlash.
"This is a chance for the American sports bettor ... I'm not sure whether it is an opportunity for business," he says. "It actually is reliant on the outcome of [state] legislation and how the business operators pursue the opportunity."
'It will be collaborations'
As legalisation starts, sports wagering firms are lobbying to fend off high tax rates, along with requests by US sports leagues, which want to gather a portion of revenue as an "stability fee".
International business face the added challenge of a powerful existing video gaming market, with casino operators, state-run lottery games and Native American people that are looking for to defend their grass.
Analysts say UK companies will need to strike collaborations, offering their expertise and technology in order to make inroads.
They indicate SBTech's current statement that it is offering technology for Kentucky Derby operator Churchill Downs as an example of the sort of deals most likely to materialise.
"It will be a win-win for everybody, but it will be partnerships and it will be driven by innovation," Mr Hawkley stated.
'It will just depend'
Joe Asher, president at William Hill US, is clear-eyed about the realities.
The business has actually been buying the US market given that 2011, when it bought 3 US firms to establish a presence in Nevada.
William Hill now utilizes about 450 individuals in the US and has actually announced partnerships with gambling establishments in Iowa and New Jersey.
It works as threat supervisor for the Delaware Lottery and has invested millions together with a regional designer in a New Jersey horse racing track.
Mr Asher stated William Hill has actually become a home name in Nevada but that's not necessarily the objective all over.
"We definitely plan to have an extremely considerable brand existence in New Jersey," he stated. "In other states, it will simply depend upon policy and possibly who our local partner is."
"The US is going to be the greatest sports wagering market worldwide," he included. "Obviously that's not going to take place on the first day."