General, this is a really good question and I hope insightful posters will care to comment.
I think that right now as it is, the American market is saturated. There are companies that have grown at an exponential rate in the last 10 years. In the offshore business there are basically 3 types of book right now:
1. Those who deal for professional and recreational players as well.
2.Those who will only deal for squares.
3.And those who are scam operations.
I will not even elaborate any further in scam ops, we all know what they are all about.
As little as we might like it, books like BetOnSports are definitely living the bookie dream of dealing only for squares. Anybody that is half sharp will be stalled or plain stiffed by these guys. What does this have to do with your question?
Well, companies like BoS and SBG are able to conduct very aggresive marketing campaigns, paying astronomical amounts of cash for ads in magazines -as a matter of fact the concept GUERRILLA marketing has acquired a new meaning after the amounts these companies spend in marketing-; and they are capable of doing so simply becasue they take no winners. Their exposure in the lines is minimal.
And then you have companies like betCRIS, where every profesional likes to play. Not only do they take all kinds of action, they are actually capable of showing a profit while STILL paying BIG winners. These guys and guys like them are BOOKERS.
So how does the cycle work?
In very general terms, the average yuppie sees an ad of BoS (model#2) and decides to give it a shot. Guy plays and plays, but at the same time looks for forums and other places to increase his edge. Lines at these joints are weak, so this yuppie eventually starts beating them. Then he gets stalled, or even worst STIFFED. He then tells the world about the scum the book is, but the world knows already.
He then is steered by more knowledgeable players to places like CRIS (model#2). Now he's got a chance of getting paid if he wins, but now the guys is no longer an
average square. As a result the whole industry keeps on getting sharper and sharper.
On the books' side it's a darwinism war. The quality books are all fighting each other over the same customers.
On the players side, we start seeing FREE Live Lines Feeds and stuff of the sort.
It's a war out there already.
And if you add the growing difficulty that players are experiencing to send funds offshore, the result is a suffocating industry.
It has all come down to actually offering good and convenient options of banking and transfer of funds.
The good news are things like this:
US-Antigua situation, where.. "the government of the United States will now have to appear before the World Trade Organization's (WTO) dispute panel to answer charges made by Antigua & Barbuda for loss of earnings to its internet gaming and sports book gaming industry".
If the US Government was to smarten up a little and simply quit all this hipocrisy game, they could make tons of $$$ in form of taxes.
The books would stop roaming 3rd worl countries.
And the players would have the advantage of having a legal resource against scams.
LEGALIZE IT. That'd be the best that could ever happen to these industry.