The Rise of Online Gambling: Europe’s Digital Shift Reaches 39% of Total Revenue in 2024
Published: March 26, 2025 | Author: Ron Clarke
The European gambling market is continuing its growth trajectory, with 2024 expected to see a total gross gaming revenue of €123.4 billion, according to the European Gambling Market – Key Figures 2025 Edition, published by the European Gaming & Betting Association. This marks a 5% increase from 2023, showing a steady upward trend in both online and land-based gambling sectors. However, it’s the shift towards online gambling that stands out as a major point of interest for 2024, with projections reflecting significant changes in consumer preferences and market dynamics.
Online Gambling Surges Ahead
Online gambling is set to make up 39% of Europe’s total gambling revenue in 2024, a slight increase from 37% in 2023. This growth highlights the continued momentum of digital adoption across Europe, driven by the increasing use of mobile devices for betting. In 2024, online gambling is projected to generate €47.9 billion, which is up from €42.9 billion in 2023, demonstrating the sector’s impressive expansion.
Looking further ahead, this trend is expected to continue, with online gambling projected to reach €66.8 billion by 2029, capturing 45% of the total market share. This shift towards digital gambling is a key part of the overall industry growth, driven by convenience, innovation, and evolving consumer habits.
The Steady Rise of Mobile Gambling
One particularly interesting aspect of the online gambling sector is the growing dominance of mobile devices. In 2024, 58% of all online gambling revenue is expected to come from mobile devices, up from 50% in previous years. By 2029, this number is projected to rise even further, reaching 67%. This shift reflects the increasing reliance on smartphones and tablets for accessing gambling platforms, making mobile the dominant platform for most gamblers.
Land-Based Gambling: Resilience and Recovery
While online gambling shows the most notable growth, the land-based gambling sector remains a significant player in Europe. In 2024, land-based gambling revenue is expected to reach €75.5 billion, up slightly from €74.5 billion in 2023. Although its share of the total gambling market is decreasing—from 63% in 2023 to 61% in 2024—land-based gambling still holds a substantial portion of the market.
Lotteries continue to dominate the land-based segment, with €30.9 billion in projected revenue for 2024, representing 41% of total land-based gambling revenue. Gaming machines, which bring in €24.9 billion, account for another 33%. Both segments are expected to experience steady growth, with annual increases of around 1.6% for gaming machines and 1.7% for lotteries through 2029.
Key Product Trends in 2024
When it comes to the breakdown of gambling products in 2024, lottery remains the largest category overall, with €38 billion in projected revenue. However, online casinos will account for the largest share of online gambling revenue, projected at €21.5 billion. Sports betting, which has also seen a significant shift to online platforms, is expected to bring in €13.7 billion from the online sector, contributing heavily to the €47.9 billion total for online gambling.
On the other hand, gaming machines, which generate €24.9 billion in land-based revenue, remain entirely land-based, highlighting the distinct preferences between online and land-based gamblers.
Looking Ahead to 2029
The overall European gambling market is projected to reach €149.2 billion by 2029, driven by the continued growth of online gambling and the steady recovery of the land-based sector. The trend of online gambling gaining a larger market share will persist, while land-based activities will remain resilient, with a projected 1.8% annual growth rate, reaching €82.4 billion by the end of the decade.
As for the major gambling markets, the UK continues to lead with a total gross gaming revenue of €30.8 billion in 2023, followed by Italy, France, and Germany. The share of online gambling in these countries varies, with Sweden, Finland, and Denmark having the highest online gambling penetration rates, while countries like Spain and Italy still have strong land-based sectors.
As online gambling continues its rapid rise, Europe’s betting landscape is evolving faster than ever—transforming the way players engage with their favorite games and reshaping the future of the industry.
