InComm Payments examined account funding as a retail payments opportunity within the expanding US sports betting market in February 2022. The analysis focused on how cash-preferred customers could move funds into permitted digital accounts as betting services shifted online.

The company discussed general-purpose reloadable cards and barcode-based cash-in services as ways to convert physical cash into digital value through participating retailers. It also identified branded gift cards that could load a set amount into a user's account.

For retailers, the article connected these products with additional account-funding activity and demand for sportsbook-branded cards. For the account provider, a branded card was also a distribution and

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