Story perspectives

European Online Gambling Market Focuses on User Retention

4/7/2026

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Gambling Platforms Engage

The European online gambling market is shifting from expanding user numbers to deeper engagement, with platforms investing in retention through bonuses and tailored promotions.
In 2024 the market generated €47.9 billion, with projections of $50.19 billion in 2026 and $68.19 billion by 2031.
The trend mirrors Malta's tourism strategy, which prioritizes visitor value over sheer volume.
Users now compare offers across platforms, improving their decision-making before choosing a platform.

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European Commission Advances

The European Commission is advancing age-verification systems for adult websites after investigations into Pornhub and Snapchat for Digital Services Act violations.
The Digital Services Act, in effect since 2024, requires transparency and swift removal of illegal content.
The Commission is exploring the Age Verification Blueprint mobile app, which verifies age without sharing personal data using selective disclosure and single-use tokens.

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Gambling Platforms Engage

The European online gambling market is shifting from expanding user numbers to deeper engagement, with platforms investing in retention through bonuses and tailored promotions.
In 2024 the market generated €47.9 billion, with projections of $50.19 billion in 2026 and $68.19 billion by 2031.
The trend mirrors Malta's tourism strategy, which prioritizes visitor value over sheer volume.
Users now compare offers across platforms, improving their decision-making before choosing a platform.

1 / 2