Betting on blood: Polymarket has turned the war in Ukraine into a gambling game with bets worth billions

European gambling markets differ significantly not only in revenue volumes but also in player profiles. Data from EGBA and research by Blask demonstrate deep cultural and behavioral contrasts among the largest markets—France, the United Kingdom, Germany, Spain, and Italy.

The European gambling market shows substantial differences between countries, visible not only in EGBA revenue figures for 2023 but also in user demographics.

In France, the largest share of online players is formed for the first time by those aged 18–24 (30%), and the overall audience is becoming noticeably more female, according to the regulator ANJ. In the United Kingdom, 55% of players are under 35 years old. In Germany, the core audience is younger but shifted: the largest group is aged 35–44 (34%), although audience renewal did not offset a summer decline in sports betting of more than 13% in the second quarter.

In Spain, the 25–34 age group dominates (35%), and the market is undergoing transformation: online GGR reached €1.45 billion in 2024, and for the first time online casinos surpassed sports betting, although lotteries and regional casinos continue to form the traditional foundation of the industry. Italy stands out with an older audience—only 15% of players are aged 18–24, while the 25–34 and 45–54 groups each account for 25%. At the same time, the country shows rapid online growth: betting turnover in 2024 exceeded €157 billion (+6.5% year-on-year), of which €92 billion came from online betting, with 18–34-year-olds accounting for more than half of active online accounts.

These differences explain varying levels of online penetration: high in the United Kingdom and Northern countries and significantly lower in Italy, which nevertheless has the largest overall betting volume in Europe, mainly due to land-based outlets. In Spain, online casinos are growing faster, but the market is still dominated by state lotteries.

Player motivations differ even more sharply. In Spain, 44% place bets to make money, in Germany—40%, while adrenaline and excitement dominate as additional factors. In the United Kingdom, financial motivation is almost absent—only 15% bet for winnings, while convenience is the main driver for a quarter of players: a liberalized market has turned online betting into a routine part of digital everyday life. In France, only 20% cite money as a motivation, and most perceive gambling as a light hobby. In Italy, motivations are the most emotional: 40% mention adrenaline, 45% the desire to escape routine, 60% bet to make sports more exciting, and half to support their favorite team.

Risk profiles also differ significantly. In Germany, 91% of players are non-problematic, with only 2% classified as problem gamblers. France and the United Kingdom have around 50% non-problematic players and about 5% problem gamblers. Italy shows the highest figures—10% problem gamblers and another 10% medium-risk players; around 1.5 million Italians exhibit problematic behavior, but only a small share seek treatment. In Spain, risks are lower than in Italy but higher than in Germany: 3% problem gamblers and 7% medium-risk.

Product popularity also varies widely. Sports betting dominates in all countries, ranging from 70% of players in Italy to only 30% in France and the United Kingdom. Online casinos are well developed in Germany and Italy (around half of players), while in the United Kingdom this figure is 20%, and in France, where they are banned, only 10%. Spain has the most diverse audience: sports, casinos, lotteries, and growing esports. Lotteries remain stable across all countries—around 25% of users. A notable exception is virtual sports: less than 5% of players in France and Germany, compared to around 25% in Italy.