Unregulated Online Gambling Dominated EU Market with 72% Share

^{GCI study: Breakdown of regulated and unregulated online gambling markets across European regions}

Almost three-quarters of the European Union’s online gambling market in 2025 came from unregulated operators*. According to Gaming Compliance International (GCI), their gross gambling revenue (GGR**) reached €91.6 billion, up 74% compared with two years earlier.

GCI estimated the total EU online gambling market at €128 billion.

Size of regulated and unregulated online gambling markets in the EU in 2025

As a result, the unregulated sector accounted for 72% of total GGR, while regulated operators generated €36.5 billion.

Year-on-year growth of online gambling GGR in the EU (2023–2025)

EU countries missed out on approximately €22 billion in tax revenue, based on an average GGR tax rate of 24%.

By region, the share of the unregulated sector was:

• Eastern Europe — 81%;
• Western Europe — 74%;
• Southern Europe — 60%;
• Northern Europe — 58%.

In the online casino segment, unregulated operators accounted for 75% of GGR, while in sports betting their share reached 59%. In total, GCI identified 6,238 operators and 17,501 affiliates*** targeting European markets.

They attracted audiences not only through their own websites, but also via social media, advertising, search engines, streaming platforms, apps and affiliate networks.

In 2025, online gambling-related content reached 121 million EU residents, with 88 million people exposed to material from the unregulated sector.

Another major promotion channel was illegal sports streaming. During the 2026 FIFA World Cup, advertising for unregulated gambling was present in 95% of such streams.

The report also examined Kick, a video streaming platform linked to gambling operator Stake.com. GCI found affiliate advertising from unregulated operators on Kick in 26 of the 27 EU countries. During peak periods of the 2026 FIFA World Cup, around 19% of the platform’s global outbound traffic was directed to Stake.

Another promotional method involved disguised advertising, where gambling-related content or the final destination link is hidden in order to bypass automated moderation systems. According to GCI, such practices were identified in all 27 EU countries.

* Companies that accept players from EU countries without holding a local licence.

** The difference between the total amount of bets placed and the winnings paid out to players.

*** Partners that use their own resources to drive traffic to gambling operators.