Europe’s gambling market reached €123.4 billion in gross gaming revenue (GGR) in 2024, a 5% increase from 2023, according to the latest market data report published by the European Gaming and Betting Association (EGBA) in partnership with H2 Gambling Capital.

According to the “European Gambling Market – Key Figures 2025 Edition” report, which covers the EU-27 and UK gambling markets and includes aggregated data and forecasts for Europe’s gambling market, online gambling products, and information about different national gambling markets, online gambling revenue increased to €47.9 billion in 2024, while land-based gambling grew to €75.5 billion.

Online gambling continues to gain market share

The steady growth in online gambling revenue is reflected in its increasing market share, accounting for 39% of Europe’s total gambling revenue in 2024, up from 37% in 2023. Despite land-based gambling revenue increasing in absolute terms, its market share decreased from 63% to 61%, reflecting evolving consumer preferences. Mobile devices dominated the online gambling landscape, generating 58% of online revenue in 2024, up from 56% in 2023.

Products show distinct differences

The report reveals clear differences in product use between online and land-based gambling in 2024:

• Lottery represented the largest overall product at €38 billion in revenue, with a strong land-based presence (€30.9 billion) compared to online (€7.1 billion).
• Casino games (€30 billion total) showed the opposite pattern – predominantly online (€21.5 billion) compared to land-based (€8.5 billion).
• Gaming machines (€24.9 billion) by their nature are exclusively land-based.
• Sports and events betting (€20.1 billion) also showed a predominance of online activity (€13.7 billion).

National markets show significant variation

The report highlights substantial differences across the gambling markets in European countries. Online gambling penetration varies dramatically, from as high as 68.3% of total gambling revenue in Sweden and 68.1% in Finland and Denmark, to as low as 14.2% in Spain. The UK remains Europe’s largest gambling market with total revenue of €30.8 billion in 2023, followed by Italy at €25.5 billion, France at €17.8 billion, and Germany at €17.7 billion. Product usage across countries remains heavily influenced by local regulatory frameworks and player preferences.

Outlook for 2025 and beyond

Looking ahead, Europe’s gambling market is projected to grow to €127.7 billion in 2025, a 3.5% increase from 2024. This year, online gambling is expected to cross a significant milestone by reaching 40% market share, with revenue projected at €51.1 billion, while land-based gambling is forecast to grow modestly to €76.6 billion.

The longer-term outlook remains positive, with the overall market projected to reach €149.2 billion by 2029. Online gambling is expected to grow at 6.9% annually to reach €66.8 billion by 2029, while the land-based sector is forecast to grow at a more modest 1.8% annually to reach €82.4 billion.

“Europe’s gambling market showed steady growth in 2024. While land-based gambling remains dominant and continues to grow in absolute terms, online channels are showing stronger momentum, driven by changing consumer preferences and technological advancement. Looking ahead to 2025, we expect online gambling to cross the significant 40% market share milestone, with this trend projected to continue in the coming years as online gambling is expected to approach parity with land-based gambling by 2029.” – Maarten Haijer, Secretary General of EGBA.