Betting on Growth: Who's Fueling Europe's Gambling Boom?

Rising Numbers of Online Gamblers in Europe

The number of customers using online gambling platforms in the European Union and the United Kingdom has surged significantly. In 2024, this figure reached 38.6 million, a 19% increase from the 32.5 million recorded in 2023. This upward trend has been consistent over the past five years, indicating a growing interest in online gambling across the region.

However, this growth is not without its challenges. The number of people seeking help to stop gambling addiction has also risen. According to data published in The Lancet in 2024, 54.7 million men worldwide experienced gambling disorders or problematic gambling, compared to 25.3 million women. These statistics highlight the gender disparity in gambling-related issues, with men being more affected than women.

Gambling can have severe consequences on both physical and mental health. The World Health Organisation (WHO) warns that it can lead to financial stress, relationship breakdowns, family violence, mental illness, and even suicide. As the popularity of online gambling increases, so does the need for awareness and support systems to address these risks.

Industry Growth and Market Trends

The European Gaming and Betting Association (EGBA) represents approximately 30% of Europe’s 2024 online gambling gross gaming revenue. Major companies such as Bet365 and Entain, which owns Ladbrokes and Paddy Power, are among EGBA's members. This industry growth reflects the increasing demand for online gambling services, particularly among specific demographics.

In 2024, three-quarters of online gamblers were male, up from 72% in 2023. Meanwhile, the percentage of female gamblers dropped from 28% in 2023 to 25% in 2024. This shift suggests a growing male dominance in the market, although the overall number of female participants is still rising.

Age demographics show that individuals aged between 26 and 35 years, as well as those aged between 36 and 50 years, make up the largest share of gamblers, each representing 29% of customers. These age groups are likely to be more engaged with digital platforms and may be more susceptible to the allure of online gambling.

Economic Impact and Regulatory Response

Online casinos remain the largest contributor to the European gambling market, generating €21.5 billion in revenue. Sports and events betting follows closely behind, with €13.7 billion in earnings. Both sectors are projected to grow by around 7% annually until 2029, signaling continued expansion in the coming years.

In response to these trends, EU and national lawmakers are tightening regulations to combat the normalization of gambling. Some countries, like Germany, have outright banned online gambling, while others allow it only under strict conditions. These measures aim to protect vulnerable populations and reduce the negative impacts associated with excessive gambling.

Gambling Among Young Students

Despite legal restrictions, underage gambling remains a concern. A 2024 study conducted by the European School Survey Project on Alcohol and Other Drugs (ESPAD) found that, on average, 23% of students aged 15 to 16 across 37 European countries reported having gambled for money in the past year. This includes both in-person and online activities involving games of chance such as slot machines, card games, lotteries, and sports betting.

Italy has the highest rate of student gambling at 45%, followed by Greece at 36%. In contrast, Georgia reports the lowest rate at 9.5%. A 2025 study using ESPAD data revealed that Southern European and Balkan countries fall into the high-prevalence group, while Eastern European countries are in the medium-prevalence category. Scandinavian and Central European countries are predominantly in the low-prevalence group.

Experts have observed that while women are less likely to start gambling, they tend to progress to problem gambling more quickly. This highlights the need for targeted interventions, especially among younger populations.

Growing Participation and Risk Factors

Online gambling has seen a significant rise in participation, particularly among young people. Among boys, participation rates increased by more than half, from 13% in 2019 to 20% in 2024. For girls, the increase was even more dramatic, tripling from 2.7% in 2019 to 8.7% in 2024.

The percentage of student gamblers exhibiting a potentially harmful gambling profile has nearly doubled, rising from 4.7% in 2019 to 8.5% in 2024. Although boys still dominate this group, the increase among girls is more pronounced.

Researchers Elisa Benedetti, Gabriele Lombardi, Rodolfo Cotichini, Sonia Cerrai, Marco Scalese, and Sabrina Molinaro emphasized that environmental and contextual factors play a key role in initiating gambling behavior, while individual characteristics influence the likelihood of developing a gambling problem. This insight underscores the importance of addressing both external influences and personal risk factors in prevention efforts.