In 2025, European countries tightened their controls on gambling, prompting operators to reassess strategies and explore new development paths. Casino Market analysed key legislative changes and prepared tips to help maintain profitability and competitiveness in the new environment.
Fundamental Regulatory Shifts in European States
Local amendments in some jurisdictions have evolved into a powerful systemic trend sweeping the entire EU. The primary driver was the post-pandemic surge in demand for online offerings. Massive interest in digital entertainment has highlighted several significant gaps in the protection of casino users and responsible gaming practices.
Governments predictably responded by introducing a wide range of reforms, legislative nuances, and restrictions. A time of fundamental transformation has arrived for businesses.
The global strengthening of oversight has led to the following consequences:
- increased operating costs;
- reduced projected user LTV parameters;
- lower profitability or the closure of traditional traffic channels.
Currently, there is no uniform, standardised regulatory practice in Europe: each country introduces the programs and limits it deems necessary. Nevertheless, the trend toward maximum control over all gambling verticals is very noticeable.
The situation in the largest gaming markets in the EU is as follows:
Germany
This jurisdiction has the highest growth potential, but the government is pursuing a strategy of total bans and restrictions. GGL oversees the industry. The regulator’s policy is focused on ensuring complete order and player protection.
Recent trends in the country:
- Unified gaming cap. The state has a general rule regarding user deposits, which is no more than €1,000 per month. If a customer has already reached this amount, they will not be able to continue their session, including on other legal entertainment websites.
- Bet limits. Certified representatives of the gambling business in Germany are not allowed to accept wagers exceeding €1 per spin. This national restriction applies to all internet slot types without exception.
- Combating the shadow sector. GGL regularly blocks the IP addresses of offshore platforms and transactions to uncertified websites. This policy has almost completely blocked access to domestic traffic without the appropriate licence.
- Increased tax collection. Each bet on poker games and slot rounds is subject to a fixed commission of 5.3%.
The United Kingdom
The UKGC places particular emphasis on financial oversight of the industry. Its latest regulatory amendments:
- New gambling levy. Entertainment platforms are required to contribute up to 1% of their GGY to research programs and public initiatives for ludomania prevention and treatment.
- Age limits. The country has established other thresholds for gaming deposits: up to £5 for punters 25+ years old, and £2 for younger players (18–24).
- Strengthened supply chain oversight. The authority has implemented additional monitoring programs for the B2B segment to prevent content from being delivered to shadow markets.
Italy
ADM has initiated a global campaign to squeeze out small businesses. The gaming fee for a 9-year licence was raised to €7 million, an all-time high across the EU. With this move, the government made it clear that it is only interested in large, technologically advanced giants whose budgets can cover the new threshold. The state also has a rate of 25% on GGR.
Amidst unprecedented tax increases, an interesting innovation is introducing an obligation to implement machine learning tools on platforms to monitor and enforce compliance.
The Netherlands
Instead of a single national limit, as in Germany, the Dutch KSA has established caps on player losses. The figures are €350 for those under 24 and €700 for 25+ per month.
The country also imposes a tax of 29% on gross revenue. Combined with the spending initiative, this factor has virtually eliminated the possibility for operators to generate profits from attracting high rollers.
Finland
It is the only EU member that expanded business opportunities (by ending its monopoly on the gambling sphere), rather than implementing additional regulatory measures. Veikkaus officially lost its status as an exclusive industry brand in the spring of 2025.
A licensing system similar to those in Sweden and Denmark is expected to come into effect here on January 1st, 2026. This change in policy promises to attract international investors, who previously had no access to the country’s market.
Sweden
A key reform in 2025 was the introduction of a ban on deposits from credit cards in the online segment. This restriction limits the pool of available payment methods for citizens, but it better protects vulnerable social groups.
The local tax rate remains at 18% on gross revenue. This figure is significantly lower than the highest percentages across the region.
Lithuania
From July 2025 to 2028, the jurisdiction has imposed a total ban on advertising all types of gambling products and services. The only exception is for sponsors of national sports communities. Another legislative change is raising the legal age for participating in real-money entertainment from 18 to 21.
Malta
The country’s position as a key hub for iGaming licensing is at risk. Legal proceedings have been initiated against it related to Bill 55. The initiative amends the Gambling Act, which protects MGA-licensed operators from legal claims filed outside the state.
Brussels may decide that this shield contravenes EU regulations. In this case, Maltese permit holders risk facing a wave of lawsuits and hefty fines.
Other EU Markets
The situation in the rest of Europe is similar. Key amendments and changes that will apply in 2025:
- France. The online casino vertical remains completely banned. Only providers of sports betting, poker, and horse racing are allowed to conduct operations.
- Spain. The country has strict advertising regulations: airing celebrities and influencers is prohibited, as is mentioning welcome bonuses outside of official gaming platforms.
- Austria and Hungary. State monopolies control the majority of these markets, and private gambling businesses are virtually non-existent.
- Belgium. The government adheres to a long-standing strategy and continues to require web brands to establish partnerships with land-based amusement venues.
- Ireland and Bulgaria. These jurisdictions continue to permit companies licensed in other EU countries to operate on their territories.
Regulatory Policy Changes: Effect on Gaming
Legislative initiatives impact all participants in the gambling market, from content providers to casino and betting enthusiasts.
Situation from Operators’ Perspective
Aggressive promotion and standard practices aimed at attracting high rollers are rapidly losing effectiveness and are now subject to bans and sanctions.
Changes in these policies lead to the following consequences:
- Higher operating costs. Entrepreneurs are forced to expand budgets to support their businesses, establish compliance teams, secure licences, and implement specialised legal programs.
- Decreased user LTV. Limits set by regulators have a direct effect on the potential profit per client. Given the tightening of industry restrictions in the European iGaming segment, the concept of VIP customers may eventually disappear.
Impact of Transformations on Affiliates
Attracting high-quality internet traffic has become more expensive and difficult. Traditional funnels, which have been successful for almost a decade, have been undermined by government pressure.
Tier-1 markets are seeing a massive shift away from usual promotion formats, such as:
- push notifications;
- pop- and click-unders;
- landing pages with aggressive bonus offers;
- direct commercials through Facebook/Meta and Google Ads.
Affiliates are facing several obstacles:
- decreased effectiveness of incentives;
- banned access to common channels and creatives;
- enlarged penalties for violating any marketing regulations.
Risk of the Shadow Sector’s Growth
The main paradox of modern industry oversight is that the stricter the official rules become, the more actively punters seek workarounds. These are vulnerable groups, people with ludomania, and even solvent clients with a stable social and financial position who are unwilling to accept €1 limits and constant multi-stage checks.
The tendency is for European gamblers to increasingly use the services of unlicensed portals. Also, they often register on foreign platforms, accessed through VPN apps.
How to Adapt to the New Regulatory Environment
Casino Market’s team offers a range of effective solutions and practices that will help you quickly establish operations within the modern legal framework and maintain stable profitability.
Key recommendations:
Diversify Markets and Products
Investors can shift focus and expand their presence in developing regions, such as:
- Asia;
- Africa;
- Latin America.
The same strategy applies to content portfolio structure. If slot regulations are too harsh, it is worth enriching the range with alternative formats:
- crash games;
- skill-based titles;
- sports bets, and others.
Focus on Audience Retention
The Customer Acquisition Cost is growing at a record pace. As a result, more operators are relying on programs and tools designed to increase the Lifetime Value of their users.
To achieve the best results, it is worth reallocating part of the marketing budget to the following areas:
- personalising offers;
- creating unique content;
- developing gamification elements;
- improving client support on the portal;
- implementing no-bonus loyalty campaigns.
Integrate Compliance Practices
Advertising messages should emphasise trust and a high-quality user experience, rather than relying on promises of quick wins or solely emotional appeal. Ensuring transparency, as well as showing care for players, significantly increases the Click-Through Rate and strengthens audience loyalty.
Compliance has evolved beyond being a mere mandatory requirement and has become an effective marketing tool. An impeccable reputation and positive regulatory status help build long-term relationships with users, payment partners, and authorities. These benefits form the foundation for a successful, competitive business, capable of flexibly responding to legal shifts.
Transform Sales Funnels
Instead of aggressive advertising and direct calls to action, the industry is shifting to a more measured and transparent approach, focusing on customer safety and trust. Marketing campaigns achieve the best results with native content, complemented by engaging and educational elements.
Some of the most successful solutions:
- Specific influencer promotion. Reviews and streams on Twitch and YouTube, as well as topical discussions in Telegram communities, are on the rise. These formats do not contain direct offers, but clearly demonstrate the product’s advantages, functionality, and real-world user experience.
- Organic traffic. SEO-optimised articles, UGC content, and mini videos, such as YouTube Shorts, consistently yield high results. Their uniqueness and natural delivery ensure a smooth, consistent engagement with the audience.
- CRM marketing. This option involves constantly working with an existing customer base through e-mail newsletters and other communication channels. Such methods help retain gamblers, encourage repeat deposits, and build loyalty.
The Main Things About iGaming Regulations in Europe
Key Market Changes
- EU strengthens control after surge in online play
- Result: higher costs, lower LTV, traffic restrictions
- No unified EU framework — each state sets its own rules
Country Highlights
Germany
€1,000/month deposit cap; €1 spin limit; 5.3% slot tax
UK
Levy up to 1% GGY; £5 / £2 deposit limits by age
Italy
€7M licence fee; 25% GGR tax; ML-based compliance
Netherlands
€350 / €700 loss limits; 29% GGR tax
Finland
Monopoly ends; open licensing starts in 2026
Sweden
Ban on credit-card deposits
Lithuania
Ad ban 2025–2028; 21+ age limit
Malta
Bill 55 under EU review for legalityImpact on Business
- Rising operational costs & taxes
- Falling player LTV — VIP model losing sense
- Traffic & ad restrictions reduce conversions
How to Adapt
Diversify
Expand into Asia, Africa, LATAM; add crash & skill games
Retain
Focus on loyalty, gamification, unique content, CRM
Stay Compliant
Turn compliance into brand trust
Transform Marketing
Shift from bonuses to native, influencer, SEOSustainable Strategy
Strengthening oversight of the industry has become a global trend in the EU. Under these circumstances, operators are compelled to abandon traditional acquisition methods and prioritise adherence to new legal standards.
Top solutions for maintaining gambling businesses’ sustainability and profitability:
- re-allocating a portion of the budget from attracting users to retaining existing ones;
- transitioning from aggressive direct marketing to native advertising;
- implementing modern programs for monitoring compliance;
- providing clients with activity control tools (self-exclusion, betting limits).
For additional information on the nuances of launching and popularising iGaming startups in promising jurisdictions, feel free to contact our managers.
We can help you open a profitable gambling business in Europe and effectively promote it across the region and beyond.
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