Europe’s gambling industry is experiencing a paradigm shift as digital platforms steadily gain ground on their land-based counterparts. While total gross gaming revenue (GGR) rose 5% in 2024 to €123.4 billion, the lion’s share of that growth came from online gambling—underscoring a definitive change in consumer preferences and technological adoption. Land-based casinos remain dominant in sheer volume but are increasingly losing market share to more scalable, mobile-first platforms. If current trends hold, Europe’s gambling landscape may be nearly evenly split between digital and physical channels by the end of the decade, challenging the future viability of traditional models.

Online Gambling Expands as Market Momentum Shifts

Europe’s gambling market saw a healthy increase in total gross gaming revenue (GGR), growing from €117.5 billion in 2023 to €123.4 billion in 2024—a 5% year-over-year gain. However, the growth is disproportionately driven by the digital segment.

Online gambling captured 39% of the total GGR in 2024, up from 37% in the prior year. The European Gaming and Betting Association (EGBA), in partnership with H2 Gambling Capital, forecasts that digital platforms will account for 40% of all gambling revenues by 2025, with the share expected to reach parity with land-based channels by 2029.

This data not only signals growth but reflects a broader behavioral realignment: consumers are increasingly favoring convenience, variety, and instant accessibility—qualities inherent to digital platforms.

Mobile Devices Lead the Digital Surge

Among the digital channels, mobile platforms are proving to be the most transformative. In 2024, 58% of all online gambling revenue was generated via smartphones and tablets, a figure projected to rise to 67% by 2029.

This trend is consistent with broader digital consumer behavior, where mobile usage has overtaken desktop in nearly all categories—from retail to media. For gambling operators, this reinforces the need for intuitive, mobile-optimized interfaces and seamless user experiences that mimic the tactile immediacy of in-person play.

Technological adaptation is no longer optional—it is foundational to survival in this rapidly shifting market.

Land-Based Casinos: Growing, But Losing Share

Though traditional casinos and retail betting outlets posted moderate revenue growth—from €73.3 billion in 2023 to €75.5 billion in 2024—their overall market share continued to decline, dropping from 63% to 61% in just one year. Forecasts suggest this slide will continue, with land-based gambling’s share projected to fall to 55% by 2029.

This relative decline is not due to contraction but rather a function of online gambling’s faster acceleration. While brick-and-mortar venues remain culturally and socially significant, their scalability is inherently limited. The digital economy’s cost-efficiency, 24/7 availability, and broader reach present structural advantages traditional venues struggle to match.

Legacy Operators Face Strategic Crossroads

Europe’s traditional gambling institutions are at a critical inflection point. High operating costs, physical constraints, and outdated legacy systems make it increasingly difficult for them to compete with leaner, tech-native rivals.

Some forward-looking operators have begun investing in hybrid or omnichannel models—blending in-person experiences with online offerings. But these transitions are capital-intensive and require technological fluency that many incumbents lack. Consequently, while some land-based operators may evolve into digital leaders, others risk obsolescence.

As Maarten Haijer, Secretary General of the EGBA, aptly stated, "The market is growing, but the composition is changing. Adaptation is imperative."

The Regulatory Outlook Remains a Pivotal Variable

Europe’s regulatory environment plays a decisive role in shaping how this evolution unfolds. Nations that provide clear, modern digital frameworks are attracting new entrants and encouraging responsible innovation. Those slower to modernize are leaving their domestic operators vulnerable to international competition.

Policymakers must now balance consumer protection with industry growth, especially as online gambling becomes mainstream. Transparent licensing structures, digital taxation, and player safety protocols will be essential to sustaining long-term integrity in a digital-first gambling landscape.

The Future Is Digital in Casino Sector, But Not Without Friction

Europe’s gambling industry is not just growing—it is transforming. As digital platforms redefine convenience, reach, and engagement, traditional casinos are grappling with existential questions. While in-person gaming will continue to hold cultural and experiential value, the economic engine of the industry is increasingly digital.

For operators, the mandate is clear: evolve or risk irrelevance. For regulators and investors, the focus must be on enabling innovation while safeguarding ethical standards. The next five years will determine not just who wins, but who survives, in Europe’s new era of gambling.