European gambling markets: key demographic and behavioral trends, dominance of sports betting

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

The European gambling market shows significant differences between countries, evident not only from EGBA revenues for 2023 but also from user demographics.

In France, the largest share of online players is formed for the first time by 18–24-year-olds (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 is younger but shifted: the largest group is 35–44 years old (34%), although audience renewal did not compensate for the 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 in 2024 reached €1.45bn, and for the first time online casinos surpassed sports betting, although lotteries and regional casinos still form the traditional foundation of the industry. Italy stands out with an older audience — only 15% of players are 18–24 years old, 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 €157bn (+6.5% y/y), of which €92bn came from online betting, and it is 18–34-year-olds who account 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, largely thanks 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 strongly. In Spain, 44% bet to make money; in Germany — 40%, while additional factors are dominated by adrenaline and excitement. 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 made online betting 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% talk about adrenaline, 45% about the desire to escape routine, 60% bet to make sport more interesting, and half — to support their favorite team.

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

Product popularity also varies greatly. Sports betting dominates in all countries, but ranges from 70% of players in Italy to only 30% in France and the United Kingdom. Online casinos are actively developed in Germany and Italy (around half of players), while in the United Kingdom this is 20%, and in France, where they are banned, only 10%. Spain has the most diverse audience: sport, casinos, lotteries, and growth in esports. Lotteries are stable in all countries — around 25% of users. A notable exception is virtual sport: less than 5% of players in France and Germany, while in Italy it is around 25%.