European gambling revenue up five per cent in 2024 with online closing the gap on retail
Europe’s gambling market reached €123.4bn in gross gaming revenue (GGR) in 2024, a five per cent 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 €47.9bn in 2024, while land-based gambling grew to €75.5bn.
The steady growth in online gambling revenue is reflected in its increasing market share, accounting for 39 per cent of Europe’s total gambling revenue in 2024, up from 37 per cent in 2023. Despite land-based gambling revenue increasing in absolute terms, its market share decreased from 63 per cent to 61 per cent, reflecting evolving consumer preferences. Mobile devices dominated the online gambling landscape, generating 58 per cent of online revenue in 2024, up from 56 per cent in 2023.
Lottery represented the largest overall product at €38bn in revenue, with a strong land-based presence (€30.9bn) compared to online (€7.1bn).
Casino games (€30bn total) showed the opposite pattern – predominantly online (€21.5bn) compared to land-based (€8.5bn). Gaming machines (€24.9bn) by their nature are exclusively land-based. Sports and events betting (€20.1bn) also showed a predominance of online activity (€13.7bn).
The report highlights substantial differences across the gambling markets in European countries. Online gambling penetration varies dramatically, from as high as 68.3 per cent of total gambling revenue in Sweden and 68.1 per cent in Finland and Denmark, to as low as 14.2 per cent in Spain. The UK remains Europe’s largest gambling market with total revenue of €30.8bn in 2023, followed by Italy at €25.5bn, France at €17.8bn, and Germany at €17.7bn. Product usage across countries remains heavily influenced by local regulatory frameworks and player preferences.
Looking ahead, Europe’s gambling market is projected to grow to €127.7bn in 2025, a 3.5 per cent increase from 2024. This year, online gambling is expected to cross a significant milestone by reaching 40 per cent market share, with revenue projected at €51.1bn, 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 €149.2bn by 2029. Online gambling is expected to grow at 6.9 per cent annually to reach €66.8bn by 2029, while the land-based sector is forecast to grow at a more modest 1.8 per cent annually to reach €82.4bn.
Maarten Haijer, Secretary General of EGBA, said: “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 per cent 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.”
