Two giants, one game: how do US and European online gambling markets compare in 2025?

The global online gambling industry is booming, with a 2024 market valuation of $106.22 billion and an expected annual growth rate of 5-10% in 2025. This growth has been supported by a pool of nearly 108.4 million, a number projected to almost double to 210 million by the end of the year.

Europe leads the pack with a market worth $20.45 billion, from a pool of 34.2 million players. While the US, despite regulatory hurdles, generated $6.29 billion from 32.3 million players.

Market size and player base

Region	Market Value (2024)	Number of Players
Europe	$20.45 billion	34.2 million
USA	$6.29 billion	32.3 million

EU and US user demographics: Who are the players? 

Although no country in Europe surpasses the top five most valuable gambling markets in the world, it does bring a handful of the top 10 earners, including Italy, France, Germany, Sweden, and Spain. Across the old continent, men account for 65% of gamblers. Unlike other regions, and despite legal gambling ages mostly falling at 18, young Europeans (18-24) seem to gamble less, with the majority of players aged between 25 and 44.

In the US, gambling culture skews younger. Roughly 45% of online gamblers fall within the 18-24 range, probably driven by the popularity of sports betting among college sports enthusiasts. There is almost an even spread between men and women who gamble online, with most estimates holding men at 53% of online players.

Player demographics

Demographic	Europe	USA
Gender	65% male	53% male
Age	Majority between 25-44 years	45% aged 18-24 years

Make or break? EU and US regulations

Europe’s online gambling markets operate under a mix of local and international licensing systems. For example, the Swedish Gambling Authority (Spelinspektionen) issues licences that are mandatory for operators targeting Swedish players. Similarly, Germany and the UK enforce their own licensing regimes, requiring operators to comply with national regulations.

Meanwhile, the Malta Gaming Authority (MGA) issues licences that allow many European online casinos to operate in several, less-regulated markets, simultaneously. There are now 351 MGA licence holders with the online casino industry making up roughly 12% of the country’s GDP.

Regulatory framework

Aspect	Europe	USA
Licensing Authorities	National and international (e.g., Swedish Gambling Authority, Malta Gaming Authority)	State-level regulations; legality varies by state
Market Accessibility	Operators can access multiple markets with appropriate licenses	Operators must navigate a complex landscape of state-specific regulations

Complexities in the US

The US regulatory landscape is far more fragmented. By 2023, 21 states had legalised land-based casino gaming for non-tribal casinos, with a variety of restrictions being applied depending on the states' individual legislation. 

As of today, 38 states have legalised sports betting, with only seven of these allowing a full range of online gambling. As regulation evolves, I expect a gradual loosening of restrictions, which would naturally drive growth.

Social and cultural factors: Why do EU and US players like to gamble?

The far more straightforward nature of gambling law in Europe is a result of the more liberal, and positive attitude Europeans hold towards the pastime. Conversely, in the US, gambling’s reputation is mixed, and many hold the belief that gambling can more often than not lead to financial difficulties.

This was only worsened by the few states that have had a storied history with gambling, such as Nevada and New Jersey. Across the world, however, the perception is quickly shifting due to the globalized nature of the online casino industry. This has been most notably reflected in law and increased participation. 

Which games do they play? Trends in the US and Europe

Online casino slots are a global favourite, with The Business Research Company estimating their market value at $3.04 billion in 2024. However, regional differences are clear:

In Europe, there is an almost equal part split between online casino games and sports betting. Next comes lotteries which are mildly popular throughout the continent. Poker and Bingo also hold strong market shares in certain areas.

Sports betting dominates in the US

In the US, sports betting reigns most lucrative, with most reports claiming it carried nearly half the market in 2023. Casino games follow by some distance with the introduction of sweepstakes and social casinos making up most of the revenue here.

Future insights: What’s next for US and European markets?

The US market is set for rapid growth, with GGR forecasted to exceed $39 billion by 2029, driven by expanding legalisation and player access.

What is slightly more surprising is that European markets are also projected to grow at a similar rate, to worth nearly $58 billion by the end of 2029. While older generations continue to gamble online and at land-based casinos on more traditional table games such as poker or slots, there has been a rise in younger people taking up the past time as well.  

Mobile gaming preference

The rapid rise of mobile gambling has meant that as of 2024, it is undoubtedly the most common way to play online with an estimated 90-95% market share. This trend has coincided with the dominance of mobile technology over desktop platforms, a movement which began a good few years before.

Live dealer surge

Another factor is the surge in live casino dealers, which began as a result of the COVID-19 pandemic and has continued into a permanent trend. Live dealer titles had already been well established as the third most popular offer at most online casinos, falling firmly behind slots and table games. However, with the pandemic surge many people were keen on a more immersive, land-based-esque casino experience that could cater to their needs both socially and in terms of entertainment.

So with this new demand strides were taken to improve the presentation and accessibility of these games. Dealers became more professional, the highest-grade streaming technology was implemented and with this came a move to make the setting for these dealers more immersive. Some developers have even gone so far as to create casino-style sets or even have the gameplay emanate from an actual land-based casino.

Sports betting popularity

In 2026, it has been predicted that European and US sports betting revenues will be closer than they’ve ever been. At the same time, they will never have been higher, with both markets making GGR of over $19 billion. This indicates that although there’s currently a disparity in gaming revenues, with the difference of $2.84 billion in 2024, this is affected by more than players' appetites. 

References

The European Financial Review: Point-By-Point Disparities Between the European and American Gambling Markets

Statista: Online Casinos - Europe

Statista: Online Gambling - Worldwide

Statista: Market size of the online gambling market in Europe from 2017 to 2023, with a forecast until 2029, by gambling type

Statista: College sports (NCAA) - statistics & facts

Altenar: States where Online Gambling is Legal in the USA

Crustlab: The Rising Popularity of Sweepstakes Casinos: Global Growth of Sweepstakes Industry

The Business Research Company: Online Gambling Global Market Report 2025

The Business Research Company: Slot Machines Global Market Report 2025

SiGMA: 10 largest online gambling markets in 2024

Houlihan Lokey: European Online Gaming and Betting Market

Grand View Research: U.S. Online Gambling Market Size, Share & Trends Analysis Report By Type, 2024 - 2030

ENV: Bonus Popularity and Participation in Online Casinos

Uplatform: Demographic Trends Shaping the Online Casino Industry

RichAds Blog: A profile of an average online casino player in the USA: insights for affiliates