Online beats offline in global gambling market trend

Modern technology is changing our everyday lives in an increasingly visible way. The gambling market, as part of the global leisure industry, is also responding rapidly to all the changes in technology. Currently, online gambling dominates the offline segment in Europe and globally in terms of the level and growth rate, in particular due to the convenience, accessibility, familiarity and ease of use of gadgets in everyday life. As of 2024, the online segment already accounts for 39% of the European market, and by 2029, mobile gambling may reach 67% of the online market.

The global gambling market is undergoing a transformation, with the online segment rapidly replacing traditional offline venues thanks to technology, accessibility via smartphones and changing consumer preferences. The Ukrainian gambling market is following this trend with the active growth of online platforms.

In 2024, the total revenue of the European gambling market reached 123.4 billion euros, which is 5% more than in 2023. The COVID-19 pandemic has accelerated the shift from offline casinos to online platforms, and this trend has become more established. If continues like this , gambling will soon become... a separate "country" with its own GDP. According to forecasts for 2025, the European market will grow to €127.7 billion with an online share of 40% (almost €51.1 billion).

The world is rapidly becoming digital, and excitement is not going away - it is simply moving to smartphones. Younger audiences (18-35 years old) prefer digital solutions not only in gambling, and markets are responding to such changes in consumer attitudes and habits. Online services are available 24/7 via smartphones and computers, and fast internet (5G), the use of VR, AR technologies, and the development of AI and, consequently, live dealers only increase the involvement of customers of various digital platforms in more and more new services.

And because online gambling providers have lower organisational and administrative costs, this allows them to offer more diverse bonuses and access to a wider selection of games in one place than offline venues. And with 80% of European players using smartphones, the increasing choice of online platforms is not surprising.

In general, the factors of online's victory over offline can be summed up in the following blocks:

• technological advantage: mobile applications and fast internet provide accessibility anytime, anywhere;

• cost-effectiveness: online platforms do not require physical premises, which reduces costs and increases profitability;

• regulatory adaptability: in countries with strict restrictions on offline casinos (for example, Sweden), online casinos are easier to comply with;

• consumer habits: the younger generation chooses digital formats of services in general and gambling in particular.

  
  

Following the legalisation of gambling in 2020 (Law No. 768-IX), Ukraine is rapidly adapting to global trends, including the growth of online gambling. As in Europe, Ukrainian players are switching to smartphones due to convenience and accessibility.

Provided the war ends, the domestic market can grow by 10-15% annually, outperforming the European average due to the low comparison base. Therefore, the Ukrainian gambling market can take advantage of the global trend for economic growth if it takes into account the challenges and opportunities.

Success requires investing in digital infrastructure, strengthening regulation, and focusing on mobile gambling, which can bring economic benefits but needs to be balanced against social risks and post-war stability.