The iGaming industry has witnessed explosive growth in recent years, with Europe emerging as a significant hub for online gaming and betting activities. As regulations evolve and technology advances, the landscape of iGaming advertising is becoming increasingly complex and competitive. This comprehensive guide delves into the intricacies of iGaming advertising in Europe, exploring the legal frameworks, marketing strategies, and consumer preferences that shape this dynamic sector.
In this article, we will provide an in-depth examination of the various avenues available for iGaming operators and affiliates to effectively reach their target audiences. From understanding the regulatory landscape that governs advertising in different European markets to leveraging digital marketing tools and techniques, we aim to equip professionals in the industry with the knowledge and insights they need to navigate the ever-changing terrain of iGaming advertising.
EU iGaming geotargets unlock a market expected to generate US$46.74bn in 2024 and have a CAGR of 4.43% (2024-2029). Keep reading to learn why the EU is a prime market for iGaming platforms that offer casino and sports-betting games on mobile experiences.
EU iGaming Advertising Trends
The EU iGaming market is a rapidly evolving landscape, influenced by a combination of technological advancements, regulatory changes, and shifting consumer preferences. Here are some key trends shaping advertising strategies:
1. Mobile Dominance:
- Smartphones as Primary Access Points: The increasing penetration of smartphones has made mobile devices the primary channel for iGaming.
- Responsive Design and Optimization: Advertisers are focusing on creating responsive ads that provide seamless experiences across different screen sizes.
2. Targeted Advertising:
- Data-Driven Campaigns: The availability of vast amounts of consumer data allows for highly targeted advertising.
- Personalization: Advertisers are tailoring messages to individual preferences based on browsing history, demographics, and gaming behavior.
3. Social Media Integration:
- Influencer Marketing: Partnerships with influencers who have a strong following within the iGaming community can drive engagement and reach.
- Social Media Ads: Platforms like Facebook, Instagram, and Twitter offer targeted advertising options for iGaming brands.
4. Compliance with Regulations:
- Stricter Guidelines: The EU has implemented stringent regulations to protect consumers and ensure fair practices in the iGaming industry.
- Adherence to Standards: Advertisers must comply with these regulations, including responsible gambling messaging and restrictions on certain types of ads.
In conclusion, the EU iGaming advertising landscape is characterized by a strong focus on mobile, data-driven targeting, and compliance with regulations. As the industry continues to evolve, advertisers will need to adapt their strategies to stay ahead of the curve and effectively reach their target audience.
Why should you target the EU iGaming market?
The EU is a profitable market for iGaming platforms thanks to its industry infrastructure, audiences, and widespread mobile device use.
Infrastructure: In the EU, as of 2023, all but two countries have regulated online gambling industries – allowing gamblers to play on primarily licensed platforms safely. Why should this matter to you? Your platform gains credibility by existing in a regulated ecosystem because it’s deemed compliant and secure by the relevant governing bodies. Intuitively, players feel more confident that your platform will keep their personal information, money paid, and earnings won secure and confidential.
Audiences: Europe contains many of the largest markets in online gambling, with Western Europe making up 36.2% of the global iGambling market. To contextualize this, consider market user penetration rates. In short, user penetration refers to the outcomes of consumers using a product after it’s been marketed to them. When comparing the expected user penetration rates, the EU follows closely behind the US. By 2029, the US is expected to reach 14.7%, while the EU (including the UK) should reach 12.5%.
Mobile Devices: As online gambling trends towards preferring mobile devices, the number of people using smartphones in the EU continues to grow. Already, over 50% of gamblers play on their phones. Looking forward, an expected 92% of the EU will be using smartphones. Don’t believe us or the numbers? Industry leaders are working hard to optimize mobile device platforms and gaming experiences.
Top EU iGaming geos
EU geos account for 37% of the daily average visitors on our network. France, Germany, and Italy are significant traffic sources and among the top 10 contributors.
Let’s explore France, Germany, and Italy’s iGaming Market:
France’s online gambling market is projected to grow 7.2% from 2023 to 2028, with sports betting leading the industry.
Within the first six months of 2024, the sports-betting GGR surpassed USD1.41B—a 10% increase from the previous year. Sports betting saw a 24% increase in wagers, reaching USD5.64 billion. June proved particularly successful for France’s online sports betting world. Likely motivated by the early stages of the Euro Cup, the number of online active players increased by 13% from 2023.
Who’s the typical French online gambler? In 2021, 60% of active gamblers were 18-24, and men owned 90% of accounts. While sports betting takes the lead in France, online poker has become more popular with players 25-34 years old and has generated over USD 460 million in gross revenue in 2020.
Germany’s newly legalized online gambling industry started strong by generating €9.4 billion in revenue in its first regulated year (2021).
Just a year after becoming regulated, in 2022, Germany was the third largest market in the EU according to the European iGaming market (EGBA). In 2024, Germany’s online gambling revenue is expected to reach €3.3 billion.
Sports betting is extremely popular, with recent studies citing 14.31% of Germans placing bets at least once a month. Platforms can appeal to German iGaming preferences by offering profitable payouts and exciting user experiences across various sports.
Italy’s online gambling market provides plenty of profitable opportunities for iGaming brands offering mobile experiences.
The overall market is on track for consistent growth, with an expected USD 5.7 Billion revenue in 2024 and 10% annual growth. Online casino revenues are expected to reach USD 3.7 Billion and grow 5.49% by 2029.
Since online gambling was legalized in 2007, Italian regulations have trended toward offering a wide range of games and experiences. In 2015, legislation was revisited, and the kinds of online gambling that operators could offer were expanded. This progressive legislation reflects the government’s interest in restricting the unregulated market. Further supported by the distribution of online gaming licenses that are not limited to specific kinds of games, Italy is a promising market for online operators looking to grow their reach.
How to Optimize your EU iGaming Traffic
User Interest Segments: Save time and money by targeting pre-optimized audience segments. Boost your conversions by delivering impactful ads to leads with a demonstrated interest in iGaming across advertising channels.
Hit the ground running with our pre-made user interest segments. We offer audience segments reflecting overall interest in iGaming as well as ones more specific to casinos, sports betting, and more.
Considering the high impressions generated by related ads, online casinos, and sports betting platforms should find these segments particularly fruitful. In 2023, online casinos represented 6% of TrafficJunky’s total iGaming impressions, while online sports betting claimed 3%.
Include and exclude interest segments to curate your online iGaming traffic.
Custom Event Segments: Maximize your ROI by retargeting gamblers who interact with your site.
Strategically placed pixels on your site create audience segments of specific user behavior. For example, create a Revenue Event by placing the pixel on the payment confirmation page of your online betting platform. By doing this, you create a segment of users who have already paid on your site. Even better, you can deliver impactful ads that turn them from first-time players to loyal customers. Consider offering special deals such as fund kickbacks, free wagers, or whatever else you offer.
Let’s take Portugal for example. Portuguese gamblers are highly engaged: 20.06% place bets multiple times a week, and 61% report using three or more platforms. Retargeting Portuguese players who have made a payment on your platform and offering them something of benefit may be enough to integrate your platform into a frequent gambler’s repertoire. Strategic retargeting of prime target audiences is your golden ticket to profitable iGaming campaigns.
Maximize your ROI by retargeting users at the most critical stages of your sales funnel.
Schedule your campaigns to match user behavior around major sports events.
The UEFA Champion’s League is the annual smackdown between Europe’s top football (soccer) clubs. Data collected during the 2023 final match saw noticeable changes in traffic across Europe. While you can’t assume that traffic will behave the same in 2024, time your campaigns to match the ebbs and flows in traffic and challenge fans to try their luck on their favorite teams.
You can save money by being conscious of tournament schedules. Avoid running ads while your target fans are watching the latest match.
Target EU iGaming Geos and optimize your traffic with Wealth Ideas Agency
Wealth Ideas Agency has everything you need to hit the jackpot.
Competitive CPMs across high-quality traffic sources and engaged audiences
Our exclusive and direct access to the hottest ad real estate in the game grants YOU competitive CPM rates for everybody’s favorite sites.
Targeting tools for finding your audience.
Reaching your target audiences can maximize your ROI and generate more conversions. We offer a range of targeting and optimization tools to help you create your most profitable campaigns.
Analytics and conversion tracking
From the ad impression to the first wager placed, analytics and conversion trackers help you identify your most successful ads and scale them to create high-performing campaigns.
Why test your luck when you could win big with Wealth Ideas Agency supporting you every step of the way?