Europe: Who Bets the Most? Betting Intensity Tops Market Size

A new report from sports betting software provider Altenar sheds light on the dynamics of the European sports betting market. The analysis of seven key markets shows that mere population size is not the sole indicator of betting intensity. Rather, regulations, digital infrastructures, and local sports culture play a decisive role. Countries like Germany and the Netherlands, in particular, are experiencing strong growth due to new online regulations, as players shift from offshore offerings to licensed national sites.

The report standardizes Gross Gaming Revenue (GGR) against national population figures. This allows for a more accurate view of where betting is most concentrated in regulated European countries. The results suggest that markets grow very differently and that understanding these nuances is crucial for operator success.

Numbers and facts

Sweden stands out with the highest betting intensity. Approximately €45 per inhabitant is wagered annually on sports bets there. The United Kingdom, although the largest and most mature market with a GGR of £2.4 billion and £35 per capita, follows closely. Italy achieves around €31 per capita with sports betting revenues of €1.843 billion. French players bet around €26 per capita, while total turnover is €1.8 billion. Germany, Europe's most populous nation, ranks fifth in betting intensity with about €22 per capita from revenues of €1.9 billion. The Netherlands comes in at €18 per capita and Spain at €12.

Football is the primary driver of betting volume in all surveyed countries. However, there are significant differences in secondary sports. In the United Kingdom, horse racing is particularly strong, in France rugby, and in Sweden ice hockey. In the Netherlands, Formula 1 is growing as an important secondary market, while in Germany, tennis plays a significant role. Altenar's report highlights that mobile devices are the primary interface for sports betting everywhere. In-play betting, i.e., betting during a live game, increasingly dominates player activities.

Background

The research by Altenar, a leading software provider for sports betting platforms, underlines the need for flexible technologies for operators. These must be able to adapt to local preferences and regulatory frameworks. The European online sports betting market is expected to grow from 19.55 billion US dollars in 2023 to an estimated 55.50 billion US dollars in 2032, representing an annual growth rate of 12.3 percent, according to Custom Market Insights. This enormous market is driven by regulatory developments, improved user experiences, and strategic market entries. Data Bridge Market Research forecasts the European sports betting market to grow to 89,918.29 million US dollars by 2030, at an annual rate of 9.30 percent from 2023 to 2030.

A major driver of growth is the channelization of players from offshore sites to licensed national platforms. This is particularly evident in markets like the Netherlands and Germany. Ian Macintyre of Altenar emphasizes the importance of regulation:

“The introduction of frameworks like the Remote Gambling Act (KOA) in the Netherlands and nationwide licensing in Germany successfully channels existing offshore demand into legal domestic sites.” - Ian Macintyre, Author at Altenar

Why it matters for German players

For German players, this development means an increased focus on the regulated market. Since the Interstate Treaty on Gambling 2021 (GlüStV 2021) came into force, online gambling has been more strictly regulated. The Joint Gambling Authority of the Federal States (GGL) is responsible for licensing and supervision. Players can only rely on providers on the GGL whitelist that hold a valid German license. This offers significantly higher player protection compared to previously used offshore casinos, for example, with licenses from Malta (MGA) or Curaçao. These offshore providers can no longer legally target German players.

The German rules include a stake limit of 1 euro per spin on virtual slot machines and a monthly deposit limit of 1,000 euros, which is controlled via the central monitoring system LUGAS. Players must also adhere to a 5-minute break after every hour of virtual slot machine games. These measures aim to prevent gambling addiction and promote responsible gaming. While the stake limit and deposit cap may be a restriction for some, they create a much safer environment. The high betting intensity in other European countries, such as Sweden, where €45 is spent per capita annually, shows that in Germany, with regulated €22 per capita, there is still much potential within a safe framework.

What it means for GGL-licensed casinos

For GGL-licensed casinos in Germany, the current trend means a great opportunity, but also an obligation. They can benefit from the channelization effect of regulation but must adhere to strict rules. This means implementing technological solutions that support mobile betting and fast in-play options, without neglecting player protection measures. Adaptability to local sports, such as tennis, is crucial to appeal to German players.

Licensing by the GGL gives these providers a competitive advantage over illegal providers who continue to try to reach German players. At the same time, they must earn the trust of players through transparent and responsible offerings. Investment in state-of-the-art software that ensures both performance and compliance is indispensable for GGL casinos to succeed in the growing market and further strengthen Germany's market position.