Top 5 European Gambling Markets

The European gambling market continues its growth trajectory, with total gross gaming revenue reaching €123.4 billion, according to the European Gaming and Betting Association (EGBA) in partnership with H2 Gambling Capital.

While land-based gambling remains dominant with revenue of €75.5 billion, online gambling shows stronger momentum at €47.9 billion. This reflects increased digital adoption and changing consumer preferences across the region.

Digital Transformation Accelerates

Online gambling continues to gain market share, now accounting for 39% of Europe’s total gambling revenue, up from 37% the previous year. Despite land-based gambling revenue increasing, its share has decreased from 63% to 61%, reflecting the ongoing digital transformation in the gambling sector.

This trend is expected to continue, with online gambling projected to account for 45% of Europe’s market by 2029, though land-based gambling will remain significant at 55% of total revenue. Europe’s gambling market is projected to maintain steady growth, reaching €149.2 billion by 2029.

Product Distribution Shows Clear Patterns

The European gambling market shows clear differences in how gambling products are distributed between online and land-based channels. Lottery represents the largest product overall at €38 billion, with a strong land-based presence of €30.9 billion compared to online at €7.1 billion.

Casino games totaling €30 billion show the opposite pattern, predominantly online at €21.5 billion compared to land-based at €8.5 billion. Sports and events betting at €20.1 billion also shows significant online activity at €13.7 billion, while gaming machines at €24.9 billion remain exclusively land-based.

Casino games represent the largest share of Europe’s online gambling market, accounting for 45% of online gross gaming revenue, followed by sports and events betting at 29%.

Mobile Devices Drive Online Growth

Most revenue in Europe’s online gambling market comes from bets placed on mobile devices, which generate 58% of total revenue. Revenue from desktop betting is declining, expected to fall from 42% to 33% by 2029, while bets placed on mobile devices are projected to account for 67% of online gambling revenue by that time.

Top Five Markets Show Varied Profiles

Italy Leads European Market

Italy represents Europe’s largest gambling market with total gross gaming revenue of €21.0 billion in 2023. The market maintains a predominantly land-based profile, with online gambling accounting for 21.7% of total revenue at €4.6 billion. Land-based revenue reached €16.4 billion.

United Kingdom Shows Strong Online Penetration

The UK recorded €19.8 billion in total gambling revenue in 2023, with particularly strong online penetration. Online revenue reached €11.1 billion, significantly higher than other major markets, representing 56.1% of the total market. Land-based revenue stood at €8.7 billion.

Germany Records €14.4 Billion

Germany’s gambling market reached €14.4 billion in 2023, with land-based gambling generating €11.2 billion and online gambling contributing €3.3 billion. Online gambling accounts for 22.6% of the total market, reflecting the market’s predominantly land-based structure.

France Reaches €14.0 Billion

France recorded €14.0 billion in total gambling revenue in 2023, with land-based gambling at €10.2 billion and online gambling at €3.8 billion. The online share represents 27.4% of the total market.

Spain Maintains Land-Based Focus

Spain’s gambling market generated €10.8 billion in 2023, with the lowest online penetration among the top five markets. Online gambling contributed €1.5 billion, representing just 14.2% of total revenue, while land-based gambling dominated at €9.2 billion.

Growth Projections Through 2029

Online gambling revenue stands at €47.9 billion, with strong growth projected across most products. Online casino remains the largest contributor at €21.5 billion, followed by sports and events betting at €13.7 billion, with both products projected to grow at around 7% annually through 2029.

Land-based gambling revenue has reached €75.5 billion, with growth across most products. Lottery remains the largest product at €30.9 billion and is projected to grow at 1.7% annually through 2029, while gaming machines at €24.9 billion are expected to grow at 1.6% over the same period.

The overall land-based sector is forecast to grow at 1.8% annually to reach €82.4 billion by 2029, while the online sector is forecast to grow at 6.9% annually to reach €66.8 billion by 2029.

These projections assume a stable economic and regulatory environment. Potential economic downturns or major regulatory shifts could impact the growth trajectory.

Source: European Gaming and Betting Association (EGBA)