Westgate SuperBook Manager John Murray scanned the room Saturday afternoon and admitted last year's opening weekend of college football drew a much larger betting audience because there were more marquee matchups.

On one giant television screen, gamblers paid attention to No. 2 Oregon's come-from-behind win over Boise State. Others watched as Heisman Trophy candidate Arch Manning threw four touchdown passes in Texas' blowout win over Texas State.

The small crowd allowed SuperBook staff and customers time to adapt to new wagering technology and expanded betting options being offered through an agreement with Caesars Digital, the sports betting and online gaming division of Caesars Entertainment. 

With operations in 35 states, Caesars is considered one of the nation's top five sports betting providers in terms of wagering volume along with MGM Resorts International. The two Nevada companies refused to enter the prediction market universe, which would have put their state gaming licenses in jeopardy.

That's one reason why Caesars Digital President Eric Hession said the company added the SuperBook, saying it was a good fit. "There wasn't much customer overlap between the properties."

The deal with Westgate gave Caesars its first Strip sportsbook operation not associated with its eight Strip resorts. SuperBook has been an historic Las Vegas fixture since it opened in 1986 when the resort was known as the Las Vegas Hilton. 

Nevada's ongoing legal battle with Kalshi and other prediction markets forced the companies to abandon the Silver State. However, Hession said Caesars' Nevada customers still see prediction markets advertising on ESPN and other sports broadcasts because the campaigns are nationally focused.

The American Gaming Association (AGA) said last week that $29.5 billion would be wagered on the 2026 NFL season, compared to last season's $29.4 billion, blaming prediction markets for the nearly zero increase.

The Washington, D.C.-based trade organization said the markets, which avoid state regulation and are overseen by a federal agency that regulates commodities, will continue to slice into the gaming revenue of 40 states with commercial sportsbooks and websites.

On Monday, Kalshi claimed it brought in $582.1 million nationally in trading volume on college football over the four-day opening weekend, including nearly $250 million on Saturday. 

In a statement, AGA CEO Bill Miller said "the widespread launch of backdoor sports betting on prediction markets … has stalled the growth of legal sports betting."

Citizens Bank gaming analyst Jordan Bender had a more bullish view of the 2026 football season, saying it would be "the most competitive season yet for the online gambling industry," generating an estimated $35 billion in wagering. 

However, Bender said prediction markets could separately account for "$400 billion from now through the Super Bowl. This year feels different to us with the expansion of the prediction market ecosystem a central topic."

The AGA said sports bets make up about 80 percent of Kalshi's volume, which includes an estimated $5.1 billion from users between ages 18-20, which is below the age limit in most states where sports betting is legal. 

"Kalshi and other prediction markets say they don't need to follow state and tribal-regulated sports betting laws or pay state gaming taxes," Miller said.

Caesars grows without prediction markets 

The quiet college football weekend allowed Caesars to fine-tune its SuperBook integration ahead of Week 1 of the NFL season when a full slate of college football games flood the airwaves. Sportsbook operators and analysts said wagering on football carries the state's sports betting industry into the spring.

Last year, football wagering — college and the NFL combined — provided Nevada sportsbooks with $203.5 million in revenue, almost 34 percent of the state's total sports betting revenue of $601.3 million.

Football, other than February's Super Bowl, which saw $133.8 million in wagers, hasn't been a factor through the first seven months of 2026. Sports betting revenue is up 3.7 percent to $316.6 million. Total wagering, however, has declined 2.3 percent to $4.27 billion.

Hession said football season is where Caesars and other sportsbook operators release new betting options, especially through mobile applications. That's why Caesars is also staffing SuperBook with representatives using tablets to sign up customers for the company's mobile wagering app. 

"Football is when you sign up the most people," Hession said. "There is no question football drives the most interest. You want to have a couple of unique things and unique promotions that you're coming out with."

Hession said the betting products offered by Caesars nationally "are better. So, if it's in a legal state, we retain most of that business. Our view is that it's pretty clear [prediction markets] are sports betting."

Nevada focus for Caesars

Hession said SuperBook provided Caesars another way to grow its Nevada presence. 

Westgate is the second non-Caesars property with a Caesars-branded sportsbook following the March launch at The Resort at Summerlin. 

Because of its history, Hession said the matchup with SuperBook was an appropriate pairing rather than with the Caesars-owned William Hill Sportsbook, which is in more than 120 Nevada locations. The brand doesn't offer special wagering options and contests found on Caesars Sportsbook. 

In the first six months of 2026, Caesars Digital, which includes Caesars Sportsbook, William Hill and two online casino businesses that operate in four states and two Canadian provinces, reported $725 million revenue, a 7 percent increase from a year ago.

One of the biggest changes at the SuperBook is the addition of more than 20 Caesars Sportsbook self-service betting kiosks strategically placed throughout the facility. 

"This has been sort of a tune-up week for us," Murray said on Saturday. He became SuperBook manager in 2024 and remained in place when Caesars took over operations this summer.

Murray said the SuperBook underwent a renovation to flip the layout, swapping locations between the sports and racing counters. Additional VIP seating areas were added.