EU iGaming geotargets unlock a market expected to generate US$46.74bn in 2024 and have a CAGR of 4.43% (2024-2029). Keep reading to learn why the EU is a prime market for iGaming platforms that offer casino and sports-betting games on mobile experiences.
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Why should you target the EU iGaming market?
Optimize your EU iGaming Traffic
Why should you target the EU iGaming market?
The EU is a profitable market for iGaming platforms thanks to its industry infrastructure, audiences, and widespread mobile device use.
Infrastructure: In the EU, as of 2023, all but two countries have regulated online gambling industries – allowing gamblers to play on primarily licensed platforms safely. Why should this matter to you? Your platform gains credibility by existing in a regulated ecosystem because it’s deemed compliant and secure by the relevant governing bodies. Intuitively, players feel more confident that your platform will keep their personal information, money paid, and earnings won secure and confidential.
Audiences: Europe contains many of the largest markets in online gambling, with Western Europe making up 36.2% of the global iGambling market. To contextualize this, consider market user penetration rates. In short, user penetration refers to the outcomes of consumers actually using a product after it’s been marketed to them. When comparing the expected user penetration rates, the EU follows closely behind the US. By 2029, the US is expected to reach 14.7%, while the EU (including the UK) should reach 12.5%.
Mobile Devices: As online gambling trends towards preferring mobile devices, the number of people using smartphones in the EU continues to grow. Already, over 50% of gamblers play on their phones. Looking forward, an expected 92% of the EU will be using smartphones. Don’t believe us or the numbers? Industry leaders are working hard to optimize mobile device platforms and gaming experiences.
Top EU iGaming geos
EU geos account for 37% of the daily average visitors on the TrafficJunky network. France, Germany, and Italy are significant traffic sources and among the top 10 contributors.
Click to explore France, Germany, and Italy’s iGaming Market:
France’s online gambling market is projected to grow 7.2% from 2023 to 2028, with sports betting leading the industry.
Within the first six months of 2024, the sports-betting GGR surpassed USD1.41B—a 10% increase from the previous year. Sports betting saw a 24% increase in wagers, reaching USD5.64 billion. June proved particularly successful for France’s online sports betting world. Likely motivated by the early stages of the Euro Cup, the number of online active players increased by 13% from 2023.
Who’s the typical French online gambler? In 2021, 60% of active gamblers were 18-24, and men owned 90% of accounts. While sports betting takes the lead in France, online poker has become more popular with players 25-34 years old and has generated over USD 460 million in gross revenue in 2020.
Germany’s newly legalized online gambling industry started strong by generating €9.4 billion in revenue in its first regulated year (2021).
Just a year after becoming regulated, in 2022, Germany was the third largest market in the EU according to the European iGaming market (EGBA). In 2024, Germany’s online gambling revenue is expected to reach €3.3 billion.
Sports betting is extremely popular, with recent studies citing 14.31% of Germans placing bets at least once a month. Platforms can appeal to German iGambling preferences by offering profitable payouts and exciting user experiences across various sports.
Italy’s online gambling market provides plenty of profitable opportunities for iGaming brands offering mobile experiences.
The overall market is on track for consistent growth, with an expected USD 5.7 Billion revenue in 2024 and 10% annual growth. Online casino revenues are expected to reach USD 3.7 Billion and grow 5.49% by 2029.
Since online gambling was legalized in 2007, Italian regulations have trended toward offering a wide range of games and experiences. In 2015, legislation was revisited, and the kinds of online gambling that operators could offer were expanded. This progressive legislation reflects the government’s interest in restricting the unregulated market. Further supported by the distribution of online gaming licenses that are not limited to specific kinds of games, Italy is a promising market for online operators looking to grow their reach.
Optimize your EU iGaming Traffic
User Interest Segments: Save time and money by targeting pre-optimized audience segments. Boost your conversions by delivering impactful ads to leads with a demonstrated interest in iGaming across the TrafficJunky network.
Hit the ground running with TrafficJunky’s pre-made user interest segments. We offer audience segments reflecting overall interest in iGaming as well as ones more specific to casinos, sports betting, and more.
Considering the high impressions generated by related ads, online casinos, and sports betting platforms should find these segments particularly fruitful. In 2023, online casinos represented 6% of TrafficJunky’s total iGaming impressions, while online sports betting claimed 3%.
Include and exclude interest segments to curate your online iGaming traffic.
Custom Event Segments: Maximize your ROI by retargeting gamblers who interact with your site.
Strategically placed pixels on your site create audience segments of specific user behavior. For example, create a Revenue Event by placing the pixel on the payment confirmation page of your online betting platform. By doing this, you create a segment of users who have already paid on your site. Even better, you can deliver impactful ads that turn them from first-time players to loyal customers. Consider offering special deals such as fund kickbacks, free wagers, or whatever else you offer.
Let’s take Portugal for example. Portuguese gamblers are highly engaged: 20.06% place bets multiple times a week, and 61% report using three or more platforms. Retargeting Portuguese players who have made a payment on your platform and offering them something of benefit may be enough to integrate your platform into a frequent gambler’s repertoire. Strategic retargeting of prime target audiences is your golden ticket to profitable iGaming campaigns.
Maximize your ROI by retargeting users at the most critical stages of your sales funnel.
Schedule your campaigns to match user behavior around major sports events.
The UEFA Champion’s League is the annual smackdown between Europe’s top football (soccer) clubs. Data collected during the 2023 final match saw noticeable changes in traffic across Europe. While you can’t assume that traffic will behave the same in 2024, time your campaigns to match the ebbs and flows in traffic and challenge fans to try their luck on their favorite teams.
You can save money by being conscious of tournament schedules. Avoid running ads while your target fans are watching the latest match.
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