Latest European Online Gambling Market Key Statistics

The European online gambling market is undergoing significant transformation, driven by technological innovation, evolving consumer preferences, and regulatory adjustments.

According to the European Gaming and Betting Association’s (EGBA) “European Gaming Market Key Figures 2025 Edition”, the sector continues to expand robustly, with online gambling now accounting for a growing share of the broader gaming industry.

Here some of the key trends and projections from the report, focusing on market dynamics, product segmentation, device usage, and regional variations across Europe.

Online Gambling Market Share Continues to Grow

Europe-wide the growth of online gambling market continues to outpace land-based forms of gambling. This trend is expected to continue through until 2029.

In 2019 gross gaming revenues (GGR) from online gambling represented 26% of the €102.7 billion total. By 2023 this share had risen to 37% (of total GGR €117.4 billion). By 2029 the share is expected to rise to 45%.

Online Gambling Market Growth by Product Segmentation

The online gambling market has demonstrated consistent growth across product categories since 2019, with sports betting and online casino games emerging as the dominant segments.

Between 2019 and 2023, sports betting revenue surged from €8.4 billion to €12.3 billion and is projected to reach €19.2 billion by 2029. This growth is fuelled by the popularity of live betting features, expanded sports coverage, and the integration of mobile-first platforms.

Online casino games, including slots and live dealer games, followed a similar trajectory, rising from €10.4 billion in 2019 to €18.9 billion in 2023. This category is forecast to be the fastest growing online segment through until 2029, with an estimated compound annual growth rate (CAGR) of 7.5%, to reach €30.8 billion

By contrast, online poker has experienced slower growth, increasing modestly from €1.1 billion in 2019 to €1.4 billion in 2023, with projections of €1.6 billion by 2029. The stagnation in poker is attributed to heightened competition from other casino products and shifting player preferences. Lottery and niche products, while smaller in scale, have shown steady expansion

Device Preferences and Mobile Dominance

The shift toward mobile gambling has been a defining trend over the past decade. In 2019, mobile devices accounted for 45% of online gambling revenue, a figure that jumped to 56% by 2023 and is projected to reach 67% by 2029. This surge reflects the widespread adoption of smartphones, improved mobile connectivity, and the development of user-friendly apps optimised for in-play betting and instant gameplay.

Conversely, desktop usage has declined sharply, falling from 55% of revenue in 2019 to 44% in 2023, with expectations of a further drop to 33% by 2029. Operators are increasingly prioritising mobile-first strategies, integrating features such as geolocation services, biometric authentication, and AI-driven personalisation to enhance the mobile user experience.

Regional Market Variations

The European gambling market remains highly fragmented, with significant disparities in revenue and online penetration across countries.

In 2023, the UK retained its position as Europe’s largest gambling market, generating €30.8 billion in total revenue of which 40% (€11.1 billion) came from online channels. The UK’s online gambling market is by far the largest in Europe.

Italy (€25.5 billion total, €4.6 billion online), France (€17.8 billion total, €3.8 billion online), Germany (€17.7 billion total, €4 billion online) and Spain are the other major EU markets. But in all of these countries the online share of the market is far smaller compared to the UK, coming in at around 20%.

These figures highlight the UK’s maturity as a digital-first market, contrasted with slower online adoption in countries like France, where regulatory constraints on advertising and product offerings persist.

Interestingly, the online gambling’s share of the total market is highest in the Nordic countries of Sweden (68.3%), Finland and Denmark (both 68.1%).

Future Outlook and Strategic Imperatives

Looking ahead, the European online gambling market is poised for sustained growth, with total online GGR expected to exceed €50 billion by 2025. Key drivers include advancements in AI and blockchain technologies, which promise to enhance fraud detection, personalise user experiences, and streamline payments.

Esports betting is another emerging frontier, particularly among younger demographics, though its regulatory status remains uncertain in many jurisdictions. For operators, success will hinge on agility in adapting to diverse regulations, prioritising mobile innovation, and embedding responsible gambling tools into core offerings.

Policymakers, meanwhile, face pressure to balance market liberalisation with social safeguards, fostering cross-border collaboration to address issues like problem gambling and money laundering.