Belgium’s iGaming Market Grows Faster Despite Advertising Restrictions

Sciensano’s Health Interview Survey (HIS) for 2023 and 2024 has revealed an accelerated growth of Belgium’s iGaming market. According to the analytics, the country’s industry has nearly doubled since 2018.

The report’s key finding is that the sector continues to expand even amid bans on gambling advertising from licensed websites. At the same time, experts increasingly point to the risk of offshore brands gaining ground, as they remain outside local regulation.

Central Figures That Highlight the Situation

In July 2023, the state’s authorities prohibited most promotion formats for certified private operators. The BAGO's representatives previously warned that such measures could foster the reach of illicit portals and reduce the effectiveness of market oversight.

Sciensano’s HIS study included 7,001 respondents. It confirmed a steady increase in interest in digital gambling.

According to the published data:

• 31.9% of residents participated in niche activities at least once in the past year;
• 8% of the surveyed people placed wagers weekly during the period of review;
• 14.8% of the nation engaged with the iGaming vertical in 2023−2024;
• 20.2% of the total audience is aged 25 to 34 (the largest category);
• 2.6% is at risk of developing addiction (7.7% for the 12 months).

Numbers from the Marketing Field

A separate topic that needs to be considered is promotion. Despite the official ban on the direct popularisation of industry services, users continue to encounter such messages regularly.

Let us explore the figures:

• 51.1% — weekly ad exposure via television;
• 47.3% — reach via websites and mobile apps;
• 46.4% — marketing presence on social media.

At the beginning of 2025, the sphere faced additional obstacles: a prohibition on sponsoring sporting events came into effect. This change forced local brands to reconsider their promotion strategies and audience acquisition channels.

At the same time, the state’s National Lottery remains exempt from most of the restrictions imposed on licensed private operators. The company’s products maintain the top reach among the country’s residents. According to Sciensano’s analysis, 29.5% of the population purchase raffle tickets. It means that 92% of all gamblers are engaged in draws.

Growing Pressure from the Unregulated Sector

Following the publication of Sciensano’s report, BAGO members claimed that the high level of weekly marketing displays is not solely attributable to licensed operators' activity.

According to the Association, the statistics also include:

• industry participants who are not subject to current bans;
• studios under transitional regimes or special conditions;
• companies that ignore oversight-related requirements.

The representatives use this data to argue that excessive limitations may strengthen the shadow segment’s position rather than reduce extreme audience engagement.

A similar situation is observed in other regulated Tier-1 markets:

1. Italy. Following the introduction of the advertising blockage under the 2018 Dignity Decree, the football sector reported a large-scale redistribution of revenues toward the illegal economy.
2. Netherlands. A 2024 study showed an increase in the share of the local illicit niche from nearly 20% in 2021 to over 35% by the end of 2023.
3. United Kingdom. The size of the grey segment in the state stood at £16.6 billion in 2025. As a result, the UKGC introduced the Head of Illegal Markets position, and lawmakers allocated an additional £26 million to make the gambling business in Great Britain safer by ensuring better enforcement.

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