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 awareness channel.

The analysis separately considered withdrawals and possible in-lane redemption services for customers without a connected bank account. It presented those as opportunities to develop, rather than announcing a specific nationwide cash-out deployment.

The market context was historical. InComm cited American Gaming Association figures of $961.1 million in US legal sports betting revenue during the first quarter of 2021, following the disruption to professional sport in 2020.

The article recognised that the permitted products and customer processes depended on state arrangements. Its payments focus was the connection between a retail cash transaction and an online account, with gift cards among several possible funding formats.