iGaming

Trends

2025
Annual Market Report

and Forecast
Contents
CCO Foreword 3

iGaming in 2024 vs iGaming in 2025: Word Cloud 4

Intro 5

Methodology 6

Regulation 7
Regulation: TL;DR 8
iGaming Regulation Dynamics 10
Local Markets Overview 15
International Licences State 33
Marketing 37
Marketing: TL;DR 38
Marketing Funnel 40
Brand Awareness 42
Influence Marketing 45
Community 51
Social and Sweepstakes Casinos 54
Localisation 58
Technology 61
Technology: TL;DR 62
Foundation of iGaming 64
Payment Landscape 65
Tech Ecosystems 70
Cybersecurity 73
Business Development 81
Business Development: TL;DR 82
Strategic Roadmap 84
Sports Betting 85
Mergers and Acquisitions 92
Responsible Gambling 99
Closing Thoughts 105
Acknowledgments 108
Join Our Expert Panel 110
About SOFTSWISS Products 111
About SOFTSWISS 112
The iGaming industry worldwide is maturing, while
competition is intensifying. For businesses, this calls
for stronger branding, crafting better player
experiences, diversified revenue verticals, and
exploring new markets. This report provides a clear
roadmap for addressing these challenges and
offers the strategies businesses need to succeed.

Max

Trafimovich
Chief Commercial
Officer at SOFTSWISS
iGaming in 2024:

iGaming in 2025:

4
Intro
Welcome to the iGaming Trends 2025 Report!

The year has flown by, and the SOFTSWISS Team is excited to present the
latest edition of the visionary iGaming Trends Report, guiding you through
what lies ahead for 2025.

During our deep dive into the data, one insight came through loud and
clear: while the iGaming landscape continues to shift, the core pillars of
success remain unchanged. What sets industry leaders apart is their ability
to anticipate trends and strategically adapt to stay ahead of the market.

The foundational insights from last year’s report continue to hold significant
relevance. Revisiting it will give you a strong baseline for understanding the
forces shaping 2025 and beyond.

Read iGaming Trends 2024 Report

This year, we turn our focus to the forces shaping the industry, both obvious
and hidden. We’ll explore the major shifts and undercurrents across the
following key areas

Regulation: How evolving laws are reshaping compliance and growth

strategie

Marketing: Shifts in approaches that drive player engagement and

brand visibilit

Technology: Game-changing tools that will allow iGaming business to

prosper and gro

Business Development: Trends in scaling operations, mergers, and

partnerships

5
Methodology
This report marks the third consecutive year that SOFTSWISS has
undertaken a comprehensive analysis of the industry. For 2025, we
employed a methodical and rigorous approach to ensure accuracy and
depth in our findings:

We conducted an AI-assisted review of 53.9K news headlines from major

media sources between January 1 and October 1, 2024, to identify key
trends, emerging issues, and industry shifts. Manual reviews of selected
resources further ensured a comprehensive understanding of content
and context

We ran an internal survey with SOFTSWISS leadership, drawing on their

informed perspectives and substantial industry knowledge

In parallel, we surveyed a broad spectrum of industry experts – including

operators, game developers, technology providers, media professionals,
and affiliate marketers – to gather insights across various segments of
the market.

Supported by more than 15 years of experience in the industry, this report

presents a careful and objective interpretation of both qualitative ≠and
quantitative data on the market’s current state and its likely future.

We invite you to engage with this report, share your thoughts, and reach out
with any questions or feedback at [email protected].

Thank you and welcome aboard.

6
Regulation
Regulation: TL;DR
Key Trends
Fragmentation Intensifies

Global regulatory landscapes are increasingly fragmented, with each region

introducing unique compliance requirements, from taxation to player
protection. Navigating these variations will define market success in 2025.

Compliance as a Strategic Asset

Leading operators are shifting from reactive compliance to using regulation

as a growth driver.

Risk of Over-Regulation

Excessive restrictions are pushing players to black markets, undercutting

regulated ecosystems.

Key Numbers
EUR 85m vs EUR 406m

Fines in 2024 decreased from EUR 406m in 2023, showing improved

compliance, but risks remain for operators not fully integrating regulations
into their strategies.

1 in 12 UK players

Driven by over-regulation, 1 in 12 UK players are using black market sites,

which threatens the regulated market.

EUR 3.24bn

Amount staked on unregulated platforms in the UK, signalling that excessive

restrictions are pushing players to unsafe environments, stressing the need
for balanced regulations.

Source: GamblingIndustryNews.com, Betting and Gaming Council

Regulation: TL;DR
Key Decisions for 2025
Develop a Strategic Market Entry Plan

When expanding into new markets, include a thorough assessment of

regulatory demands. Invest in a robust tech infrastructure to manage
increasingly strict regulations efficiently.

Embrace Compliance as Maturity

Accept that stricter regulations are a natural part of a maturing industry.

Compliance should be seen as a necessary investment that elevates trust,
industry standards, and long-term sustainability.

Diversify Beyond International Licences

Relying solely on international licences is not viable. Invest in obtaining local

licences in key markets to ensure compliance and build deeper relationships
with regulators and local players.

For a deeper look at how regulation will impact market access and growth
strategies in iGaming for 2025, continue reading. Explore key opportunities
and risks in regions like the US, Brazil, and Europe, and find practical case
studies and insights to stay on top of changing regulations.
Regulation
iGaming Regulation Dynamics
Regulation in iGaming is no longer a backdrop – it’s the framework shaping
the industry’s future. As the sector grows, regulation becomes more critical,
not only to ensure fair play but to create a foundation for responsible,
sustainable growth.

In 2024, the expert community saw regulation’s influence evolving beyond

simple compliance. The challenge now is to understand and navigate this
landscape deeply enough to use it as a tool for long-term success. It’s a
defining period for the market, and how operators adapt will set the course
for their future.

Fragmentation: The New Normal

The regulatory environment is becoming increasingly fragmented. Each
country, sometimes even each region or province, has its own approach to
regulation – from tax structures to advertising rules and player protection
measures. This level of complexity is now the standard in iGaming, and it's
important to acknowledge that it won’t get easier – it will continue to
intensify.

Navigating this patchwork of regulations requires careful planning and

adaptability. Operators must make calculated decisions about which
markets to enter, how to structure their operations, and where to invest in
compliance. This sophistication doesn’t just create challenges; it pushes
operators toward more resilient and responsible business practices.

10
Regulation

Financial Penalties: Lessons in Adaptation

EUR 406m

2023

EUR 85m

2024

In 2024, operators faced fines totaling EUR 85 million (GBP 70,585,503), a

fraction of the penalties seen in 2023. While the sum remains substantial, the
reduction doesn’t necessarily suggest regulatory leniency. Instead, it may
reflect a broader trend of adaptation in the industry. Operators seem to be
gradually incorporating compliance into their core strategies, seeing it as a
proactive necessity rather than just a reactive measure.

SOFTSWISS Survey Insights: Regulation

Impact on Growth

Stricter Standards

Operators are feeling the pressure as regulations tighten around
responsible gambling, data protection, and transparency. This is driving
up costs, but it is also raising the bar for trust. Compliance is no longer
just about meeting minimum standards; it’s about building businesses
that players, regulators, and investors can trust over the long term.

11
Source: Betting and Gaming Council, SOFTSWISS Survey
Regulation
Fragmentation Challenges

The patchwork of regional laws complicates operations, but this
challenge is pushing companies to innovate. New tools and systems are
being developed to manage compliance across multiple jurisdictions,
allowing operators to scale efficiently while respecting local regulations

Calls for Harmonisation


There is a growing desire within the industry for more harmonised
regulation across borders. A more unified regulatory framework would
reduce costs and create a more predictable environment for operators.
The goal isn’t less regulation. It is smarter, more coordinated regulation
that strikes a balance between protecting players and enabling business
growth.

When respondents were asked to rate the current legal environment in

iGaming on a scale of 1 to 10, the average score was 6.1. While this indicates
the environment is generally functional, it also suggests there’s considerable
room for improvement.

On a scale of 1 to 10, how would you rate the

current legal environment in iGaming?

0% 0% 0% 4% 10% 18% 30% 22% 12% 2% 2%

0 1 2 3 4 5 6 7 8 9 10

12
Source: SOFTSWISS Survey
Regulation

Balancing Regulation and Opportunity

Operators understand the necessity of regulation to maintain the integrity of
the market and protect players. However, the balance between these rules
and the need for growth remains a central concern. When regulation
becomes overly restrictive, there is always a risk that operators will seek out
less regulated markets. But when regulation is thoughtful and well-
structured, it acts as a stabilising force that enables responsible growth.

2024 Case Study: The UK Black

Market Growth
What Happened?

This year, the growth of the UK black market seemed to catch many experts
off guard. Despite being a highly regulated and mature market, around

EUR 3.24 billion (GBP 2.7 billion) is now being staked annually on
unregulated platforms. According to the Betting and Gaming Council, 1 in 12
players have turned to black market platforms, driven by stricter
affordability checks, verification delays, and limits on stakes. These
restrictions are leading players to unlicensed platforms offering anonymity
and more attractive bonuses – features that regulated sites can not match
under current rules.

Why Was This Surprising?

The UK’s regulatory model has long been viewed as a global standard, with
the expectation that tightening rules would reduce problem gambling and
enhance player safety. However, reality has been more complicated. Stricter
affordability checks and cumbersome verification processes have alienated
a portion of the player base. With easier access to black market platforms
and at least 15% of gamblers aware of them, many players are being lured
away from the regulated ecosystem – something experts had not fully
anticipated.

13
Source: Betting and Gaming Council
Regulation
What Does This Mean Globally?

The UK’s situation highlights a key lesson for regulators worldwide: over-
regulation can push players toward less safe, unregulated markets. While
regulation is crucial for player protection, it must strike the right balance.

The UK experience shows that smarter, data-driven approaches are needed

to keep players within the regulated market, offering them safety without
stifling choice or flexibility. Pre-regulated and regulating markets should
learn from this: excessive tightening can have unintended consequences,
driving players into riskier, less protected environments.

Regulation as a Catalyst for Growth

As regulation continues to take centre stage in the iGaming industry,

forward-thinking operators are starting to recognise regulation not as a
hurdle, but as a vital framework for fostering responsible and sustainable
growth.

The industry leaders of tomorrow will be those who can skillfully navigate
these regulations, using them to enhance their operations and open doors to
new markets. Beyond compliance, effective engagement with regulation
builds trust and credibility – both for individual brands and the industry as a
whole.

In the following sections, we will dive into key data, trends, and
developments across local and global markets.

14
Unpacking Local Markets: The
Reality Behind ‘Fragmented’
Regulation

‘Fragmented regulation’ defines today’s iGaming

landscape. But how are key markets responding? In
this section, we’ll break down the regulatory shifts
shaping different regions and reveal how these
changes are setting the course for the industry.

Market Regulatory Scale

Regulated Markets with stable regulations
covering all major iGaming forms.
Emerging Recently regulated or partially
regulated markets with high growth
potential and ongoing legislative
adaptation.
Restricted but
Markets where iGaming is mostly
Reforming restricted, but demand and political
interest are driving discussions
toward legalisation.

15
North America

USA
Potential: Regulated

Leading Niches: Sports betting, online casinos, iLottery (online lottery)

The US iGaming market is projected to surpass the UK as the world’s largest

by 2024, driven by the rapid growth of online casinos and sports betting.
Both mature and newly legal markets are fueling this expansion.

Current Legal Status

iGaming States (7): New Jersey, Pennsylvania, Michigan, Delaware, West
Virginia, Connecticut, Rhode Islan
iLottery States (10): District of Columbia, Georgia, Illinois, Kentucky,
Michigan, New Hampshire, North Carolina, Pennsylvania, Rhode Island,
Virgini
Sports Betting: As of 2024, 38 states and Washington D.C. have legalised
sports betting.

U.S. iGaming Market

2025 maximum EUR 12.6 bln

2025 minimum EUR 9.9 bln

2024 EUR 7.5 bln

New Jersey, Pennsylvania, and Michigan are driving current growth, with
Rhode Island contributing as a new entrant.

16
Source: Vixio, LexisNexis, Analysis Group
North America

USA

Taxation and Compliance

Taxes: Rates vary by state. For example, New Jersey currently taxes
iGaming at 15%, though Bill 3064 proposes an increase to 30% of GGR. In
contrast, Pennsylvania applies a much higher rate, taxing iGaming GGR
from slots at 54%
Compliance: Operators face varying state regulations, with ongoing
debates around credit card restrictions and responsible gaming policies.

Opportunities and Threats

Opportunities: Key markets like New York, Illinois, Ohio, and Maryland
present significant revenue potential upon legalisation
Risks: Regulatory fragmentation, competition from land-based casinos,
and slow legislative progress remain major hurdles.

Key Players
Market Leaders: Flutter Entertainment (FanDuel, PokerStars), DraftKings,
and BetMGM lead the market
Compliance: Mergers and acquisitions, like DraftKings' acquisition of
Simplebet, micro-betting supplier, are reshaping the market by
expanding capabilities and driving innovation, with more strategic deals
expected ahead.

17
Source: EGR, OddsTrader
North America

Ontario
Status: Growing

Ontario's iGaming market continues to expand, with total wagers reaching

CAD 18.4 billion (EUR 12.33 billion) in Q1 2024, a 31% increase year-over-year​.
According to Deloitte, Ontario exceeded projections for economic
contributions and job creation within just two years of launching its
regulated market.

Market Potential
Revenue Growth: Q1 2024 revenue hit CAD 726 million (EUR 486.42
million), a 34% rise from 2023, driven largely by casino games, which
made up 84% of total wagers​
Player Engagement: Nearly 1.9 million active player accounts by
mid-2024 reflect strong market engagement.

Key Changes in 2024

Advertising Restrictions: New rules limit the use of athletes and
influencers in iGaming ads to promote responsible gambling
Centralised Self-Exclusion: Developers Integrity Compliance 360 (IC360)
and IXUP are set to create a system that strengthens responsible
gambling by allowing players to opt out across all platforms
Regulatory Compliance: Operators face increased scrutiny with these
measures, impacting marketing and operations.

Opportunities and Threats

Opportunities: Growth in mobile-first platforms and expanded betting
options like esports​
Threats: Increased competition among operators and stricter regulations​.

18
Source: iGaming Ontario, Next.io, Deloitte, Borden Ladner Gervais LLP ("BLG")
South America Top Mention

in SOFTSWISS

Survey

Brazil
Potential: Emerging

Leading Niches:
Sports Betting: Sports betting was officially legalised in 2023. Football
remains dominant, with 94% of bettors placing wagers on it, while
basketball and esports also gain attention with 28% and 29% of bettors,
respectively
Online Casinos: Included in the newly passed regulations in early 2024,
online casinos will grow rapidly alongside sports betting​.

Brazil is on the cusp of significant growth in both its online gaming and
sports betting sectors. The country's favourable demographics, high digital
adoption, and recent regulatory advancements position it as a key market
for future expansion. By 2029, Brazil's iGaming market is projected to
generate USD 4.03 billion (EUR 3.71 billion) in revenue, with a CAGR of
15.39%.

Current Legal Status:

While iGaming and sports betting are now legal, further discussions are
ongoing regarding land-based casinos, which could bolster Brazil’s role as a
gaming hub​.

19
Source: SOFTSWISS Survey, ENV Media, Statista
South America Top Mention

in SOFTSWISS

Survey

Brazil
Growth Forecast:
The launch of the regulated market on 1 January 2025 is expected to see
significant participation from international and local operators, with 113
companies already having applied for licences​.
Taxation and Compliance:
Taxes: Operators face a 12% GGR tax, and player winnings above BRL
2,112 (EUR 338) are taxed at 15%. Each licence costs BRL 30 million (EUR
4.8 million) and is valid for five years​
Compliance: Only licensed operators are allowed in the market, required
to implement responsible gambling measures like self-exclusion. Brazil's
regulator (SPA) recently blocked 2,040 illegal betting sites, including big
names like Betclic, Betfred, and Bwin.
Opportunities and Threats
Opportunities: Brazil’s large population and enthusiasm for sports,
particularly football, offer huge potential. The entry of 113 operators,
including international brands like Bet365 and Betano, underscores the
market's attractiveness​
Risks:
Market Instability: Brazil’s proposed bill (PL 4.031/2024) aims to ban all
online gambling nationwide and is pending Senate committee discussions
before reaching a full vote. While timelines depend on the Senate's
schedule, this bill introduces uncertainty and instability for the emerging
market.
Black Market Risks: There are concerns about the black market
persisting, and operators face high entry costs and stringent compliance
requirements.
New compliance requirements: Brazil now requires all payment systems
to register with the Central Bank (BCB), meeting strict standards for
security and anti-money laundering. B2B software providers supporting
these systems must ensure compliance with BCB protocols, including
interoperability and fraud prevention measures.

20
Source: iGaming Brazil, iGaming Business, Yogonet International, ENV Media, Next.io
South America Top Mention

in SOFTSWISS

Survey

Brazil

Key Players

Market Leaders: Global operators like Bet365, Stake, and Betsson have
applied for licences alongside local players like EstrelaBet
Competitive Landscape: With 113 operators vying for market share,
Brazil's gaming industry is expected to become highly competitive,
attracting foreign investment and potential M&A activity​.

We are seeing a clear trend of consolidation and foreign investment

in Brazil’s iGaming market, highlighted by Flutter’s EUR 322 million

acquisition in NSX Group. With its substantial growth potential,

Brazil is set to attract major international players like Caesars and

others, positioning itself as a prime market for expansion and

mergers and acquisition activity.

Andrey Starovoitov
co-CEO at SOFTSWISS

21
Source: iGaming Brazil, iGaming Business, Yogonet International, ENV Media, Next.io
South America

Argentina
Status: Regulated

Potential:

Market Growth: Argentina's gambling market is projected to grow

significantly, reaching EUR 1.3 billion (USD 1.39 billion) by the end of 2024
Technology Adoption: Increased internet and mobile penetration,
combined with growing demand for online gambling, supports market
expansion.

Key Changes in 2024:

New Regulatory Framework: Buenos Aires City introduced an

amendment in August 2024, requiring online gambling platforms to
implement biometric verification for player identification. This aims to
protect minors and prevent unauthorised gambling access. The National
Congress of Argentina is preparing to review a federal initiative to limit
gambling advertising throughout all 23 provinces
Licensing Hold: Buenos Aires temporarily paused new gambling licences
while reviewing compliance measures, especially for player age
verification​.

Opportunities and Threats

International Interest: As regulations solidify, Argentina presents strong
opportunities for international gaming companies to enter the market,
particularly in Buenos Aires
Regulatory Fragmentation: Argentina’s decentralised regulatory
framework remains a challenge, as each province operates under
different rules. Furthermore, currency controls and economic instability
pose additional operational risks.

22
Source: Statista, SCCG Management, SBCNews, SiGMA
South America

Peru
Status: Regulated

Potential:

Market Growth: The Peruvian gambling market is expected to grow at a

CAGR of 5.97%, reaching a market volume of USD 420.60 million by 2029.
As of early 2024, Peru's internet penetration rate was 74.7% of the total
population
Technology Adoption: Smartphone penetration in Peru is projected to
steadily rise by a total of 16.7 percentage points between 2024 and 2029.
By 2029, after 15 consecutive years of growth, smartphone penetration is
expected to reach 77.78%, marking a new peak. This steady increase has
been a notable trend in recent years.

Key Changes in 2024

New Regulatory Framework: As of February 2024, Peru implemented

comprehensive regulations requiring operators to obtain licences, with non-
compliance resulting in fines of up to EUR 247,500 (PEN 990,000). A 12% tax
on GGR applies to both online casinos and sports betting. Although a 1%
consumption tax was removed in July 2021, the Peruvian Congress is
currently debating its reintroduction, with the potential rate yet to be
confirmed.

Opportunities and Threats

The newly regulated framework is expected to attract international
gaming companies and investors, opening doors for further expansion of
the iGaming market
Operators will need to adjust to the strict new regulations and ensure
compliance to avoid substantial penalties. Additionally, there is potential
competition from both established local brands and international
entrants​

23
Source: DataReportal, Statista, VIXIO
Europe

UK
Status: Regulated

Potential:
Market Growth: The UK iGaming sector is expected to generate EUR 12.68
billion (USD 13.78 billion) in 2024, with EUR 5.95 billion (USD 6.47 billion)
coming from online casinos, making it the second-largest regulated iGaming
market globally.

Key Changes in 2024

New Regulatory Framework: Following the Gambling Act Review White
Paper, several significant regulatory updates are coming into effect

Slot Stake Limits: Stake limits of GBP 2 per spin for ages 18-24 and GBP 5
for those 25 and older will be introduced to mitigate gambling-related
harm
Financial Vulnerability Checks: Enhanced financial risk assessments are
being piloted to ensure safer gambling practices. These became
mandatory on 30 August 2024
Game Design Reforms: New rules will limit features like turbo, quick spin,
and slam stop, which can increase the pace of gameplay
Marketing Controls: Operators must provide more control to players on
the marketing they receive, with clearer opt-in processes​.

Opportunities and Threats

Stricter Regulations: The increased regulatory requirements, including

financial and marketing controls, could raise operational costs and
complexity​
Competitive Pressure: With rising local and international competition and
given the market maturity, operators may face challenges in maintaining
market share.

24
Source: Gambling Commission, GOV.UK, Euronews, The London Economic, Statista, CMS Law-Now, Experian Ltd
Europe

Germany
Status: Regulated

Potential:
Market Growth: Revenue is anticipated to grow at an average annual rate
of 5.00% from 2024 to 2029, reaching an estimated market size of EUR 6.63
billion (USD 7.21 billion) by 2029.

Key Changes in 2024

Google Ads Update (Sept 2024): Only licensed operators are now
allowed to advertise through Google, per Gemeinsame
Glücksspielbehörde der Länder (GGL) rules​
Regulatory Enforcement: GGL continues to enforce a EUR 1 stake limit per
slot and a EUR 1,000 deposit cap, along with a ban on online gambling
advertising between 6am and 9pm.

h eats:
T r

Restrictive Regulations: Strict betting limits, deposit caps, and the ban on
live dealer games are pushing players to unregulated markets, making
competition difficult for licensed operators. Schleswig-Holstein, however,
has become the first German state to allow commercial operators to offer
live casino and table games, granting licences to companies including Tipico
and Cashpoint.

25
Source: Statista, PPC News Feed, iGaming Business
Europe

The Netherlands
Status: Maturing with Tighter Controls

Potential:
Market Growth: The Dutch iGaming market is growing, with EUR 1.39
billion GGR in 2023 and a projected annual growth rate of 8%​
Deposit Limits: As of October 2024, players face a EUR 700 monthly
deposit cap, and EUR 300 for young adults (18-25), aimed at reducing
gambling harm.

Key Changes in 2024

Tax Increases: From January 2025, the gambling tax will rise from 30.5%
to 34.2%, increasing further to 37.8% in 2026, raising concerns about its
impact on operators and the potential for black market growth​
Stricter Player Protection: New responsible gambling measures include
pop-up messages during play and mandatory deposit limits​

Opportunities and Threats

Adaptation to Growth: The relatively new market provides growth
potential for operators who can adapt to tighter regulations
Black Market Risk: Increasing taxes and strict deposit limits risk pushing
more players to unregulated platforms​
Market Complexity: Strict regulations and high fees make it hard for
iGaming startups and smaller companies to compete with established
firms who have the talent and resources to thrive in a restrictive market.

26
Source: iGaming Business, Bird & Bird
Asia-Pacific

Japan
Status: Restricted but Reforming

Potential:
Market Size: Japan’s online gambling sector, estimated at USD 7.7 billion
in 2023, is expected to expand to USD 12.6 billion by 2032, with an
anticipated annual growth rate of 5.5% from 2024 onward
Mobile Gaming: With Japan’s high internet penetration (86%) and strong
mobile culture, there is significant potential for iGaming should
regulations change.

Key Changes in 2024

Illegal Casino Crackdown: Japanese authorities have increased efforts to

combat illegal online casinos, a growing issue as offshore platforms
attract local players​
Integrated Resorts (IR): The development of land-based casinos
continues, with the first resort in Osaka expected to open by 2030​.

Opportunities and Threats

Future Regulation: The growing demand for online gambling could push
for reforms, particularly given the popularity of offshore betting sites
Regulatory Uncertainty: Online gambling remains illegal, and ongoing
crackdowns on offshore operators create uncertainty for potential
market entry​.

27
Source: IMARC Group, Statista, iGaming Business, Skift
Asia-Pacific

Philippines
Status: Regulated

Potential:
Market Size: The Philippines' casino gambling sector is on track to reach
around EUR 3.45 billion (USD 3.75 billion) by 2033, with a projected annual
growth rate of 9.23%.
Key Changes in 2024

POGO ban: In July 2024, President Marcos announced a total ban on

Philippine Offshore Gaming Operators (POGOs), effective by the end of
the year​
PAGCOR Reforms: The regulatory body is shifting focus toward
strengthening the domestic gaming market, improving licensing
requirements, and expanding integrated resorts.

Opportunities and Threats

Integrated Resorts Growth: New integrated resorts are expected to boost
the gaming market significantly, positioning the Philippines as Asia's
second-largest gaming hub after Macau.
Regulatory Impact: The POGO ban, while addressing criminal concerns,
leads to job losses and affects foreign investments​
Social Concerns: Controversies surrounding eSabong (online
cockfighting) and growing worries about gambling addiction could
further tighten regulations.

28
Source: SiGMA, BusinessWorld, Philstar.com
Asia-Pacific

India
Status: Restricted but Reforming

Potential:
Market Size: The Indian iGaming market is projected to generate EUR
2.484 billion (USD 2.7 billion) in 2024, with revenue expected to grow at a
CAGR of 8.1% until 2032. At the start of 2024, India had 751.5 million
internet users, making it one of the largest digital markets
Mobile Gaming: Mobile-first platforms dominate the market, with mobile
gaming making up the largest portion of online gaming activity due to
high smartphone usage.

Key Changes in 2024

New Regulations: India is considering changes that would allow full foreign
investment (100% FDI) in the real money gaming (RMG) sector without
needing government approval. This would make it easier for international
investors to enter the market and help the RMG industry grow faster in India.

Opportunities and Threats

Massive Growth Potential: With India’s large population and increasing

interest in real money gaming, the iGaming sector presents substantial
opportunities for both domestic and international operators​
Regulatory Complexity: The fragmented legal landscape, with different
states imposing their own rules, coupled with high taxation, makes it
challenging for operators to establish a stable foothold​.

29
Source: IMARC Group, DataReportal, EY, Next.io
Middle East

UAE
Status: Emerging

Potential:
Gaming Sector Growth: The UAE gambling market is anticipated to grow
rapidly, potentially generating EUR 7.82 billion (USD 8.5 billion) annually.
This is fueled by rising tourism, particularly from Asia and Africa, and the
expansion of gaming options such as lotteries, online gambling, and
eventually casino operations. Wynn Resorts' new development in Ras Al
Khaimah, opening in 2027, is expected to be the first major casino resort in
the region.

Key Changes in 2024

Commercial Gaming Regulation: The UAE's new regulatory framework

covers casino games and other forms of commercial gambling. Both
local and international operators wishing to offer these services must
apply for a licence through the General Commercial Gaming Regulatory
Authority (GCGRA). Applicants must meet strict standards in responsible
gambling, financial transparency, and UAE law compliance
Licensing Milestones: The UAE issued its first full gaming licence to The
Game LLC, which will operate the country’s first national lottery. Other
firms, including Wynn Resorts, are positioning themselves to capitalise on
upcoming casino opportunities​
Responsible Gambling: The GCGRA is working to set up a Responsible
Gaming Framework, which includes protections for consumers such as
activity limits and mandatory cooling-off periods. Regular audits (every 2
years) will ensure compliance with anti-fraud and anti-money laundering
regulations​.

30
Source: AGBI, UAE Moments, iGaming Business
Middle East

UAE

Opportunities and Threats

Market Development: The legalisation of gambling presents significant

market expansion opportunities, with global operators like Wynn Resorts
already establishing a foothold. The UAE’s central location between
Western and Eastern markets, alongside its appeal as a luxury
destination, positions it to become a leading global gaming hub​
Conservative Cultural Framework: Despite regulatory advances, the
UAE’s cultural and legal environment, grounded in Islamic principles,
remains cautious about gambling. Public acceptance and maintaining
alignment with local values could pose challenges to the growth and
acceptance of the gaming industry​.

31
Africa

South Africa
Status: Regulated

Leading niches:
Sports Betting: Dominates the market, generating EUR 1.87 billion (ZAR
35.91 billion) (60.5%) of revenue in 2023-24, with soccer, rugby, and
cricket as the most popular sports​
Esports: Strong growth, with 51% of players interested in esports betting​
Crash Games: Simple, fast-paced games like Aviator by SPRIBE are
gaining traction.
South Africa's iGaming market is growing due to mobile adoption and socio-
economic changes. Operators have adapted by offering sports betting-
compliant games. Local brands compete alongside global companies like
Betway.

Current Legal Status:

Sports betting is legal in most provinces, but traditional online casinos
remain prohibited. However, with the ANC losing its majority in 2024, there is
renewed hope for the Remote Gambling Bill (2022). The Democratic Alliance
(DA), a strong supporter of online casino regulation, gained more influence,
making the bill's passage more likely and potentially leading to legalised
online casinos.
Growth Forecast:
South Africa’s projected revenue by 2028 is EUR 64.9 million (ZAR 1.3 billion).
Key drivers include over 70% smartphone penetration, the expansion of
mobile betting, and the growth of digital platforms. In 2023-2024, gross
gambling revenue hit EUR 3.07 billion (ZAR 59.3 billion), marking a 25.7%
year-on-year increase.

Taxation and Compliance:

Operators face fragmented provincial regulations, but sports betting taxes
are a significant revenue source, generating EUR 125.32 million (ZAR 2.41
billion) in 2023-24. The 15% VAT on betting transactions continues to
challenge profitability.

32
Source: iGaming Business, ‘iGaming in SAR’ by SOFTSWISS, SiGMA
Regulation
International Licences in iGaming: Adapting to
Change
For years, international licences served as a fundamental mechanism for
iGaming operators seeking to expand across borders. These licences, from
well-established jurisdictions like Malta and Curacao, offered a clear
pathway into multiple markets under a unified regulatory framework. They
were cost-effective, simplified compliance, and opened doors to a broad
range of locations, making them a preferred choice for operators looking to
scale efficiently.

However, as the global iGaming market matures, the limitations of this

approach are becoming more pronounced. What once offered operators
flexibility and broad access now feels increasingly fragile as markets move
towards localised regulation and stricter requirements around responsible
gambling.

Operators that fail to adapt may find themselves vulnerable in key markets
as the ‘allowed wherever not prohibited’ model gives way to country-
specific rules and requirements. The days of easily sidestepping local
regulations with a broad international licence are fading, as more regions
demand compliance with their own laws.

Advantages and Emerging Limitations

International licences continue to provide several key advantages. For
operators entering pre-regulated or emerging markets, they offer a fast and
cost-efficient route to market entry. The ability to avoid negotiating with
multiple local regulators keeps costs lower, and for many operators, they
remain an efficient tool for broad market reach.

Yet, as regulation tightens, international licences also present risks. Their

broad accessibility can create uncertainty. Market access that was once
stable can be lost overnight with the introduction of new regulations. This
regulatory volatility erodes player confidence, as trust is increasingly linked
to local market compliance. Players are becoming more aware of the
nuances in licensing and often prefer operators who align with the specific
regulations of their jurisdiction.

33
Regulation
Moreover, local partnerships, marketing, and brand positioning can suffer
when operators rely solely on international licences. Without the deeper
integration that local licences offer, it becomes more challenging to build
meaningful connections with local stakeholders and establish a strong,
trusted presence in highly regulated markets.

Creating a Long-Term Strategy

Crafting a long-term brand strategy requires a nuanced balance between a
wide-reaching vision and a precise, data-driven focus. As the regulatory
landscape continues to change, relying on the assumption that international
licences offer unrestricted access to multiple markets is increasingly
untenable. This prompts a logical question: how can operators identify the
right markets to enter and where to strategically invest in acquiring licences
for immediate viability and long-term growth?

The most promising markets aren’t always the largest or easiest to enter –
they are where a specific operator can establish a lasting foothold. Real
value lies in operational capital, which is not confined to financial resources
only. It encompasses expertise, a deep understanding of player behaviour,
the ability to swiftly adapt operations and platforms to regulatory
frameworks, and the capacity to build strategic partnerships. Success goes
beyond the balance sheet, focusing on thriving in markets where long-term
presence makes a difference.

The key to identifying the right markets goes beyond upfront costs or immediate
profitability. True capital lies in market knowledge, operational flexibility, and
the ability to build meaningful partnerships. These are the assets that lead to
sustainable growth and the most promising opportunities.

Max Trafimovich
Chief Commercial Officer at SOFTSWISS

34
Regulation
Here is an overview of the major changes in the international licensing
landscape for 2024, focusing on the key updates that the iGaming
community needs to know.

Curacao
New Licensing Structure: The master/sublicence system is replaced by
B2B and B2C licences under the Curaçao Gaming Authority (CGA)
Compliance Requirements: Stricter compliance rules, including KYC and
AML standards, are enforced
Local Presence Requirement: Operators must maintain a local presence
in Curaçao.

Learn more about new Curacao system including fees here.

Malta
In 2024, the Malta Gaming Authority (MGA) introduced several updates
aimed at refining compliance and transparency. While these changes –
covering Alternative Dispute Resolution (ADR) reporting, incident reporting,
gaming device exhibitions, and recognition notice certificates – were more
adjustments to existing processes than major regulatory shifts.

Vanuatu
In 2024, Vanuatu introduced a revamped licensing framework aimed at
streamlining the process for online operators. The new system allows for
online applications via the Vanuatu Gaming Authority (VGA) portal, with
reduced fees: EUR 5,000 for the application and EUR 10,000 annually. The
licence is valid for 15 years, with a 1% Wagering Activity Tax on Gross Gaming
Revenue (GGR). Operators can manage up to two URLs per licence, with
additional URLs available for a fee.

This international licence is designed for operators targeting multiple

markets, especially in pre-regulated regions. However, operators must still
comply with the regulations of each specific market they enter.

35
Source: ‘How to get a Curacao licence’ by SOFTSWISS, Malta Gaming Authority, Asia Gaming Brief
Regulation
For a deeper look into the international licensing landscape, explore our
updated guides, each tailored to the latest regulatory changes.

Curacao Licensing Guide

Malta Licensing Guide

Anjouan Licensing Guide

Kahnawake Licensing Guide

36
Marketing
Marketing: TL;DR
Key Trends
Data-Driven Personalisation

Using data to personalise marketing at each stage of the player journey is

essential for boosting engagement, retention, and player lifetime value.

Brand and Performance Alignment

Successful operators balance performance marketing for immediate results

with brand-building to create trust and reduce long-term acquisition costs.

Influencers as Trust Drivers

Influencer marketing is a key channel for building credibility and connecting

with players, particularly in regulated markets. Micro-influencers and
exclusive content will play a bigger role.

Retention as a Priority

As acquisition costs soar, brands are shifting focus from short-term

campaigns to long-term retention strategies, aiming to turn players into
loyal customers.

Key Numbers
Top marketing channels in iGaming in 2025:

38% chose influencer collaborations as the top channel for 2025,

highlighting their role in building trust and engagement

22% selected affiliate marketing, reinforcing the importance of cost-

effective player acquisition through strong affiliate programs.

18% chose paid advertising (PPC, display ads), showing it's still crucial for
traffic, but ROI depends on effective conversion and retention strategies.

Source: SOFTSWISS Survey

Marketing: TL;DR
Key Decisions for 2025
Optimise the Player Journey

Continuously assess and refine each stage of the marketing funnel to boost
conversion rates and increase long-term engagement through data-driven
strategies.

Invest in Brand Growth


Prioritise brand development to enhance player trust and reduce
dependency on short-term acquisition efforts.

Focus on Retention

Develop strategies that encourage player loyalty through personalised
experiences, exclusive offers, and targeted re-engagement campaigns to
keep players active longer.

For insights on how to make the most of these channels and the trends
shaping each stage of the player journey, continue reading the report. It
covers key strategies for iGaming in 2025, including localisation, brand
management, and more.
Marketing
Marketing: The Live-or-Die Factor in iGaming
In 2024, success in iGaming is not solely determined by how many players a
casino, sportsbook, or poker room attracts – it’s about how effectively they
keep them engaged, active, and loyal. With competition at an all-time high,
a scattered marketing approach no longer works. Brands must be visionary
and data-driven at every stage of the player journey, from the first
touchpoint to long-term retention.

To break down and optimise each phase of the player lifecycle, it’s crucial to
revisit a fundamental tool of marketing strategy – the funnel.

Generating interest through well-

Awareness targeted campaigns, influencers,
and digital media, ensuring brand
visibility where it matters most.

Players explore options,

Consideration influenced by reviews,
localisation, and brand trust.

Players sign up
Conversion or make their
first deposit.

Retaining players through

Loyalty ongoing engagement,
gamification, and value.

Players become brand

Advocacy advocates through word-
of-mouth or referrals.

40
Marketing
For iGaming operators and bookmakers, the marketing funnel is not just a
theoretical framework, it is a vital business tool that provides clarity on how
each stage of the player journey performs.

For example, if 1,000 players enter the Consideration stage, but only 20%
proceed to Conversion, this signals a potential to enhance engagement
efforts at the Conversion stage. Focusing on strategies to engage players
more effectively at the Сonversion stage can help capture a larger portion of
these potential players, ultimately driving higher revenue.

Investing blindly in bonuses, gamification, or acquisition campaigns without

understanding what actually works for a casino or sportsbook is a surefire
way to bleed money – and, in the long run, it can lead to shutting down
altogether.

41
Marketing
Why is the funnel indispensable for today’s
operators?
Spotting weak points: It highlights exactly where players are being lost or
opportunities are missed – whether in acquisition, conversion, or
retention.
Optimising resources: By identifying gaps, operators can fine-tune their
strategies to get the most value from every euro spent, rather than
pouring money into ineffective acquisition efforts.
Increasing player value: The goal isn’t just to acquire players but to turn
them into loyal, long-term contributors to revenue.

While personalised diagnostics require a skilled marketing team and a

detailed audit, the SOFTSWISS Team has gathered key trends that will shape
the marketing landscape in iGaming for years to come. Here, we offer a
tactical approach that translates directly to business outcomes.

Ready to dive in?

Brand Awareness: The First Step Toward Long-
Term Growth
Every brand’s journey starts with a critical but often underestimated stage:
brand awareness. Skipping this step is like launching a casino in a hidden
alley – people may stumble upon it, but without visibility, even satisfied
players won’t remember how to return. In iGaming, if a brand isn’t visible
and recognisable, it might as well not exist.

Brand awareness is not just about visibility, but about being remembered
and becoming the top choice for players. A strong brand strategy ensures
that when players think about where to spend their time and money, one
name stands out. Successful brand marketing does more than advertise – it
shapes identity, builds trust, and creates a lasting connection that
encourages players to engage, return, and remain loyal over time.

42
Marketing
Performance vs. Brand: A False Dichotomy
There is often a misconception in iGaming that building a player base comes
down to a choice: drive everything through performance marketing or invest
in brand development. In reality, these two aren’t opposing forces but
complementary strategies that must work together. Performance marketing
can bring immediate results, but its effectiveness is amplified when
supported by strong brand awareness. A brand that is well-established and
trusted will naturally convert better, while also reducing dependence on paid
acquisition.

Investing in brand development provides clear advantages:

Organic visibility: A recognised brand attracts players organically. They
search for the casino or sportsbook, visit the site directly, and convert
without needing to be constantly acquired through paid channels.
Improved conversion rates: Strong brands naturally convert better at
every stage of the player journey. When players recognise a name and
trust its value, the path from awareness to deposit becomes shorter and
smoother.
Resilience in changing markets: Regulatory landscapes change, but
brands that have established a strong presence remain relevant and
competitive, regardless of external changes.

43
 Marketing
As online gambling sites become more alike, the real distinction will come from the
strength of a brand. Operators who leverage data to understand how their brand
impacts loyalty and player engagement will have the advantage. By using analytics
to forge deeper connections with players, operators can shift from being a surface-
level identity to becoming a lasting influence on success.

Dmitry Belianin
Co-Founder & Managing Partner of Blask

The Shift Toward Strategic, Sustainable Growth

The industry is moving away from quick-win tactics like relying on traffic
dumps or quick performance hacks. The market has matured, and with that
maturity comes the need for a deeper, more purpose-led approach.

The brands that will lead in 2025 and beyond are those that take the time to
build a strong foundation – investing equally in brand strength and
operational efficiency.

It’s no longer enough to just chase immediate profits. Sustainable success

comes from long-term proactive planning, thoughtful marketing execution,
and a clear focus on creating lasting value for players.

The industry is moving beyond short-term gains. The future will be defined by
mature brands with a well-defined strategy and the operational capacity to execute
it with precision. Establishing strong teams, robust processes, and a long-term vision
will be non-negotiable for those seeking to lead in the iGaming market. True success
will come from building trust – giving players compelling reasons to choose a brand,
not just for bonuses, but for the credibility and reliability it represents.

Valentina Bagniya
Chief Marketing Officer at SOFTSWISS

44
Marketing
In the years ahead, the iGaming brands that thrive will be those that invest
as much into brand development as they do into advertising or player
acquisition. A well-established brand is an asset that improves conversions,
attracts organic traffic, and provides stability, regardless of how the market
evolves.
Where does brand marketing fit in the funnel? Everywhere, with a targeted
focus at each stage.

Awareness: Establish brand recognition

Consideration: Build trust and credibility
Conversion: Reinforce player confidence
Retention: Foster long-term loyalty

Influencers: A Strategic Asset

In iGaming, influencer marketing has evolved from a tactical approach to a
value-based necessity. Trust is one of the biggest barriers for new players,
and influencers help overcome that by providing a personal, authentic
connection to a brand. They offer a direct route to credibility, making the
brand more approachable and trusted in an industry where traditional
advertising often falls short.

But influencer marketing aims to create deeper, more meaningful

connections that drive long-term player engagement, not just increase
visibility. Partnering with influencers who provide both attention and
credibility strengthens the relationship between players and the brand,
generating lasting value well after the initial interaction.

SOFTSWISS Survey Insights

This year’s survey once again highlights influencer collaborations as the
leading marketing channel in iGaming, affirming its significance. However,
a closer look at the data shows a more profound shift in strategy.

Rather than one channel dominating, we are seeing a more balanced

distribution of influence across various marketing channels.

45
Marketing
Which marketing channel will dominate iGaming promotions?
Influencer Collaboration
44.4%
38%

Affiliate Marketing
29.6%
22%

SEO
14.8%
10%

Paid Advertising (PPC, Display Ads)

7.4%
18%

Other
3.7%
12%

2023 2024

This trend reflects the growing importance of harmonising different

channels, allowing marketers to reach diverse audiences more effectively.
No single approach stands out as overwhelmingly dominant, signalling a
shift towards a more integrated and flexible marketing ecosystem in
iGaming.

Influencers as a Gateway to Trust and

Engagement
In an industry where trust can make or break a player’s decision to engage,
influencers act as endorsers that carry real weight. Their established
communities trust their opinions, making their recommendations more
valuable than generic ads. In many cases, influencer-driven traffic proves to
be more cost-efficient than traditional advertising, as the audience is pre-
engaged and more likely to stay loyal.

46
Source: SOFTSWISS Survey
Marketing

Key Trends in Influencer Marketing for 2025

Co-Creation of Exclusive Content
Collaborating with influencers to create unique content – whether through
custom tournaments, challenges, or branded game modes – enhances
the connection between the influencer’s community and the brand. The
broader video gaming industry has been making extensive use of this with
the live service games model.
Why it works: Co-created content gives the audience something exclusive,
driving deeper engagement and longer-term value beyond a one-off
campaign.

The Growth of Micro-Influencers

Micro-influencers, who have smaller but highly engaged audiences, are
becoming increasingly valuable. Their communities often see them as
genuine players, making their recommendations feel more personal and
relatable.
Why it works: These influencers offer more targeted interactions, often
achieving higher engagement rates than influencers with larger, more
generalised audiences.

Interactive Campaigns Led by Influencers

User-generated content (UGC) campaigns, driven by influencers, invite
players to participate by sharing their own content – such as gameplay
videos, strategies, or winning moments.
Why it works: UGC campaigns foster a sense of community around the
brand, driven by the influencer’s audience. This organic engagement
builds trust and broadens the brand’s reach.

Long-Term Partnerships and Ambassador Roles

Influencers taking on the role of brand ambassadors – using affiliate links
or referral codes – drive ongoing traffic to the platform, incentivising
long-term collaboration rather than short-term promotions.
Why it works: This model creates a steady stream of high-quality traffic,
aligning the influencer’s success with the brand’s long-term goals.

47
Source: Sprout Social, Influencer Marketing Hub
Marketing
2024 Case Study: SPRIBE
SPRIBE boasts an excellent track record of working with brand
ambassadors. Looking back at 2023, SPRIBE established a global
partnership with UFC, as well as with Alex Pereira. In 2024, SPRIBE
expanded its portfolio by adding UFC fighters Merab Dvalishvili and Johnny
Walker, along with Brazilian boxer Jully Poca as Aviator brand ambassadors.
This has helped Aviator strengthen its presence not only in the Brazilian
market but also beyond.

We are excited about our upcoming partnership announcements, which will

diversify our ambassador portfolio by expanding into new areas beyond MMA,
as well as into different markets. We are confident that these collaborations will
further solidify Aviator’s position as a leader in crash games, while continuing to
build trust with players through strong and authentic connections.

Giorgi Tsutskiridze
CCO at SPRIBE

Influencers as Community Managers

Influencers can also take on more active roles, such as moderating forums
or running social media communities for the brand, creating a direct line
of communication between the player base and the platform.
Why it works: Players feel more connected when they interact with a
known figure, which strengthens loyalty and keeps the community
engaged.

48
Marketing
2024 Case Studies: Content Co-Creation
BGaming and Snoop Dogg
In 2024, the world of game development saw an exciting collaboration when
BGaming teamed up with Snoop Dogg, the iconic American rapper, well-
known for his notable ventures in the gambling space.

For BGaming, it’s crucial not only to deliver high-quality products and services
to our partners but also to add extra value and stand out from the crowd. Our
openness to collaboration allows us to innovate and surprise the market. Our
recent partnership with Snoop Dogg and Roobet resulted in the highly
successful game Snoop Dogg Dollars, which attracted significant interest during
its exclusive month-long release on Roobet!

Marina Ostrovtsova
CEO at BGaming

BGaming continues to refine its promotional tools and games, always

exploring new avenues through partnerships. Staying ahead requires never
settling for the ordinary and constantly pushing boundaries, a mindset that
drives lasting success.

Blaze and Neymar’s Crash Game

Blaze, a casino and sportsbook renowned for developing its own games,
raised the bar with a standout partnership – creating an exclusive crash
game featuring Neymar da Silva Santos Júnior, Brazil’s football superstar
and the highest-valued player in transfer history.

This collaboration reflects key trends: the rapid growth of the Brazilian
market, the popularity of crash games (highlighted by respondents in the
SOFTSWISS research as one of the leading engagement and tech trends),
and the power of working with high-profile influencers.

50
Marketing
In 2025 and beyond, influencer marketing will focus on building long-term
partnerships that drive both engagement and conversions. Brands that treat
influencers as core win-win partners will gain a decisive advantage in the
years to come.

Where does influencer marketing fit in the funnel? Influencer marketing plays
a role across the funnel, primarily focusing on the first three stages,
depending on the objective:

Awareness: Boosts brand visibility and reaches new audiences.

Consideration: Builds trust, encouraging potential players to explore the

brand.

Conversion: Drives sign-ups and deposits through targeted promotions.

Loyalty: Helps maintain engagement and encourages repeat visits.

Community: The Quiet Force Behind iGaming

Success

In iGaming, the word ‘community’ gets mentioned often, but it’s far from just
a trendy term. As acquisition costs continue to rise, reaching hundreds of
euros per first time depositor, building a community has become a
calculated move for brands aiming for long-term sustainability. A strong
community doesn’t deliver immediate financial returns, but it keeps players
engaged and loyal, reducing the need for constant investment in new
players.

51
Marketing
It’s too narrow to define a genuine iGaming community as just a chat room
or forum. A true community is a group of players who feel connected to both
the brand and each other. It’s not driven by short-term transactions, but by
creating an environment where players return not out of necessity, but
because they genuinely want to.

A trend closely linked to building communities is gamification. By introducing

game-like elements – such as challenges, tasks, or leaderboards – players
have new reasons to engage and interact. Gamification enhances the sense
of community by uniting players around shared goals and achievements. It
taps into the desire for progression and rewards, which are familiar to those
who already spend time in gaming environments.

Evolving Players and the Role of Responsible

Gambling
The iGaming landscape is shifting with the arrival of Gen Z players, a
generation that interacts with brands in a more cautious, measured way.
According to the Responsible Gambling Council, 41% of Gen Z see gambling
as an unacceptable way to make money, and 32% feel conflicted about their
betting habits. For brands building communities, this shift highlights the
importance of responsible gambling. A safe, trusted environment matters
more than ever.

Responsible gambling isn't a box to tick. It’s a core part of making players
feel secure. Brands that show real care for their community, offering a safe
space for engagement and meaningful support, will naturally build deeper
loyalty.

52
Marketing
Building a Community with Substance
A strong community is built on meaningful connections and shared
experiences. Players need a reason to invest emotionally and practically.
Offering something exclusive – whether it’s special bonuses, unique events,
or a sense of belonging that others don’t have – gives players a tangible
reason to stay connected. It’s about more than just features; it’s about
creating something players feel a part of.

2024 Case Study: Shuffle’s Community-Driven

Growth
Shuffle’s community-building strategy has been a significant factor in its
rapid growth, and this success is closely tied to the introduction of the SHFL
token and innovative promotions.

The SHFL token plays a crucial role in engaging crypto-centric users, acting
as both a wagering asset and a loyalty driver, granting access to VIP
bonuses, raffles, and special events. This token-driven ecosystem has helped
Shuffle differentiate itself from other crypto casinos by creating a sense of
investment and community participation, beyond mere gambling. While not
the first to try this, Shuffle stands out by committing to a long-term vision
and trusted brand over quick wins.

A pivotal moment in building this community was Shuffle’s airdrop of SHFL

tokens, which distributed around EUR 46 million (USD 50 million) in value to
early users. This promotion resulted in a threefold growth for Shuffle and
significantly increased user activity and retention. The platform also focuses
on long-term player engagement through weekly races, treasure hunts, and
an exceptional VIP program, creating a highly engaging and social
environment.

Shuffle continues to lean on its crypto-native roots, effectively fostering a

community where players feel both rewarded and connected through its
strategic use of tokens and constant feedback loops with users​

Where does community building fit in the funnel? Community building

impacts every stage, but its primary role is in Loyalty, where it increases LTV
and reduces churn by cultivating relationship and providing ongoing value
to players.

53
Source: ‘Noah Dummett: Shuffle.com DEEP DIVE’ by Next.io
Marketing
Social and Sweepstakes Casinos: Expanding
Reach and Navigating Regulations
While many trends in iGaming have been clear for some time, social and
sweepstake casinos are steadily emerging as critical developments for 2025
and beyond. These models aren’t entirely new, but they are gaining
momentum as they reflect the convergence of multiple key trends –
gamification, social interaction, and adaptability to stricter regulations.

What is a Social Casino?

A social casino operates on a free-to-play model, offering players casino-
style games for entertainment rather than for real-money winnings. Players
use virtual coins, which they can receive for free or purchase. Unlike
traditional casinos, players can’t win real money. It is purely for fun, and
while players can buy more coins or share them with friends, the model
stays within the boundaries of gaming, not gambling.

Social casinos have been around since the early 2000s, with Facebook
playing a pivotal role in their rise. Zynga Poker, for example, was one of the
first major hits, followed by Slotomania and DoubleDown Casino in the
2010s. These platforms allow players to enjoy popular casino games – slots,
poker, roulette – without the pressure or risk associated with real-money
gambling.

54
Marketing
Why Social Casinos Matter in 2025
Social casinos tap into the gaming market, where players are already
accustomed to in-app purchases and microtransactions. This creates a
‘gambling-adjacent’ environment that is safe and compliant with strict
regulations, allowing players to engage in the experience without the risks of
traditional gambling.

In the long term, this model could serve as a stepping stone for players who
may eventually move towards real-money gambling, offering operators a
way to introduce their brand in a non-committal, low-risk manner.

How did social casinos develop?

2007: Facebook as a gaming platform gave rise to social casino games
like Zynga Poker, which popularised the concept of casino-style games for
fun, not for profit.
2010s: The genre exploded with games like Slotomania and DoubleDown
Casino, offering free play while allowing users to buy virtual currencies to
unlock more features or speed up progress.
2020: Large companies began investing heavily in social casinos due to
their profitability, with Playtika launching an IPO valued at over EUR 9.2
billion.

Additionally, social casinos can help build strong player communities. They
encourage social interaction through leaderboards, gifting, and shared
experiences, which aligns well with trends in gamification. As we’ve already
discussed, community is key to long-term success, and social casinos provide
a platform where players can interact and form connections around a
shared love for the games and brand.

55
Source: ‘Social Casino Explained: Past, Present and Future Trends’ by SOFTSWISS, Yogonet
Marketing
What is a Sweepstakes Casino?
Sweepstakes casinos offer a unique model that offers casino-style games
using a virtual currency system, allowing players to participate without
direct monetary bets and instead win redeemable coins or entries for cash
prizes.

Players use two types of virtual coins: one for gameplay (often called Gold
Coins) and another for sweepstakes (Sweeps Coins), which can be
redeemed for real prizes. The key difference is that players do not directly
pay to enter; instead, they receive free Sweeps Coins through promotions or
as a bonus when purchasing Gold Coins.

This model has become especially popular in the USA and Canadian
markets, where traditional gambling laws are restrictive. Sweepstakes
casinos operate legally by avoiding direct deposits for gambling and
ensuring players enter through a sweepstake system rather than wagering
real money.

Why Sweepstakes Casinos are Gaining Traction

Sweepstakes casinos offer a way for operators to enter heavily regulated
markets while still providing players with the thrill of casino games. The
model circumvents gambling restrictions by ensuring there’s no direct
purchase of gambling opportunities. Players can buy Gold Coins for fun and
receive Sweeps Coins as a bonus, which can later be redeemed for real
prizes if they win.

The appeal of sweepstakes casinos is growing, particularly in the US, where

the market is projected to reach EUR 10.12 billion (USD 11 billion) by 2025. As
traditional gambling becomes increasingly regulated, sweepstake models
offer a legal alternative that still engages players with a combination of fun
and potential rewards.

The Bigger Picture

Social and sweepstakes casinos blur the lines between gaming and
gambling, creating hybrid models that appeal to players in regulated
markets or those looking for a more casual, risk-free experience. As
regulations tighten and players seek safer environments, these models offer
operators a way to adapt without sacrificing engagement.
56
Source: ‘Social Casino Explained: Past, Present and Future Trends’ by SOFTSWISS, EGR
Marketing
How Social and Sweepstakes Casinos Make
Money
Virtual Coin Purchases: Players buy virtual coins to continue playing or
access premium features.
Microtransactions: These casinos could offer additional paid features
such as bonuses, exclusive items, or in-game benefits.
Advertising: Some social casinos display ads or partner with brands for
sponsorships.
Tournaments and Events: Players are often drawn into competitive
environments where rewards require more investment in virtual
currencies.

Moreover, social and sweepstakes casinos can act as entry points in the
player journey, giving them a taste of the casino experience in a less
committed way. For operators, this means creating a funnel where social
engagement and community-building are key, leading to stronger brand
loyalty and potential conversion into real-money play down the line.

Where do social and sweepstakes casinos fit in the funnel?

Awareness: Attract new players with free-to-play models, increasing
visibility.
Conversion: Engage players and encourage a transition to real-money
play.

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Marketing
Localisation: The Foundation for Player
Engagement
Localisation and regulation are intricately connected, especially as the
iGaming landscape becomes more complex. For operators, adapting to
local markets is a business imperative.

Localisation goes beyond a language switcher on the website. It includes

the effort of shaping every aspect of the platform, from communication
and promotions to payments and the user experience, to fit the cultural
and regulatory requirements of each market. This step makes the brand
genuinely relevant and compliant for the players in each region.

Why Localisation is Critical in 2025

Spending heavily on player traffic without proper localisation is like pouring
water into a leaky bucket. The entire iGaming model is player-centric, and if
a player doesn’t feel at home on the platform – if the language, payments,
or interface seem foreign – they will quickly leave. At this point, the business
has already spent on that player’s click, often at a high cost, but has lost
them before even starting the relationship.

Localisation isn’t limited to translating text. It involves creating a seamless

user journey that makes players feel understood from the start. That means
speaking their language, offering their preferred payment methods, and
crafting a user experience that aligns with their expectations and culture.
When done right, localisation boosts engagement, conversion rates, and
loyalty.

Challenging Common Localisation Myths

Everyone speaks English – why overspend and go further?

Gambling is fundamentally about entertainment and relaxation, where

players should encounter minimal stress. Even if players are fluent in English,
many prefer a site in their native language, as it enhances comfort and
allows for deeper engagement. Failing to localise risks losing these players
to competitors offering a more tailored experience.

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Marketing

While some may argue that most browsers provide built-in translation tools,
relying on this is not a sustainable long-term solution. As the industry
matures, players are expecting a higher standard of service, not just basic
functionality.

Additionally, automated translations can disrupt the site's layout, causing

text to overlap or misalign, which creates a poor user experience. This is not
the impression operators want to leave, especially after significant
investment in acquiring these players.

All players are the same, same bonuses and games will work everywhere.
While player motivations might seem similar, the expectations of players in
different regions vary significantly. What appeals to a player in one market
might not resonate at all in another. Ignoring cultural nuances, market, and
specific regulations leads to missed opportunities. A tailored approach
creates deeper connections and drives better results.

Localisation is too expensive and complex.

Localisation is not a cost – it’s an investment that pays dividends. Players
engage more deeply, convert more efficiently, and remain loyal longer when
they feel the platform speaks directly to them. The initial investment in
localising the experience for different markets brings a significant return in
the form of improved retention, trust, and increased player lifetime value.
Localised player is a profitable player.

Compliance guarantees success.

Compliance is an entry-level requirement that ensures that the platform
operates legally, but it doesn’t guarantee player engagement. Offering only
a compliant experience without localisation means missing out on the
emotional connection with players.

Providing multilingual player support, relevant payment methods, and a

culturally adapted user interface builds the trust and comfort needed for
long-term loyalty.

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 Marketing
In 2025, we anticipate heightened regulation in gambling, particularly in
emerging markets like Brazil. Companies that adapt to local requirements will
gain a competitive edge. Localisation, combined with innovations in traffic
acquisition, payment risk management, and marketing optimisation, will be
essential to operational success. Despite potential slowdowns in certain areas,
growth opportunities exist through tailored experiences and compliance with
local standards.

Pavel Timofeev
Head of Sports and Analytics at Boomerang Partners

The Bigger Picture

Localisation is not just about adding language options or meeting legal
requirements. It’s about making players feel understood, valued, and at
home. From using their local payment methods to crafting marketing
messages that resonate with their cultural preferences, localisation
transforms a generic platform into one that speaks directly to the player.
This builds trust, reduces friction, and increases the likelihood of long-term
engagement.

Keep an eye on your inbox for more in-depth localisation strategies in our
upcoming emails – these insights will help you fine-tune your approach and
drive sustained success in 2025 and beyond.

Where does localisation fit in the funnel? Localisation is most important in

two key stages:
Consideration: Builds trust with localised content and payment options.
Conversion: Increases sign-ups with tailored offers and user experiences.

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Technology
Technology: TL;DR
Key Trends
Technology as the Backbone

Technology is fundamental to iGaming operations, enabling fast, scalable,
and resilient platforms. Speed and reliability directly impact player retention
and market competitiveness.

Security and Compliance


In 2025, protecting player data and ensuring regulatory compliance are
non-negotiable. Advanced security measures, including DDoS protection
and account safeguards, are critical for maintaining trust.

AI as a Tool for Efficiency


AI is reshaping iGaming, automating decision-making, enhancing player
experience, and detecting security threats. However, its value lies in
targeted, thoughtful implementation, not overuse.

Key Numbers
8.2/10

The importance of AI and machine learning as rated by iGaming
stakeholders. AI is crucial for personalisation, decision-making automation,
and problem gambling detection, making it critical for operators in 2025.

58%

Industry professionals see cryptocurrency as a key driver of growth,
emphasising the need for operators to integrate crypto solutions while
balancing regulatory compliance.

24/7

Protection against DDoS attacks is mandatory in iGaming, where any
downtime during peak times can lead to significant revenue loss and
damage to player trust.

Source: SOFTSWISS survey

Technology: TL;DR

Key Decisions for 2025

Strengthen Security Measures


Prioritise advanced security protocols to protect player data and maintain

regulatory compliance, focusing on DDoS mitigation and fraud prevention.

Invest in AI Wisely


Use AI for personalisation, decision automation, and real-time security, but

ensure its integration is purposeful and adds clear value.

Build Integrated Tech Ecosystems


Invest in technology, whether by developing in-house or acquiring, to create

a unified and seamless player experience, for better efficiency and long-

term loyalty.

Interested in how this affects your business? Explore more tech trends,

insights, and case studies, including AI and cybersecurity, in the Technology

section further.
Technology
Technology: The Foundation of iGaming
This section of our report focuses on the element that underpins everything
else – technology. Without it, there would be no online casinos, sportsbooks,
or poker sites to discuss. It is technology that enables the industry to function,
evolve, and meet the growing demands of players.

Investing in the right technology is essential for business growth. At a

foundational level, every platform needs to be resilient and scalable. In
iGaming, delays, bugs, and downtime don’t just harm the player experience,
they drive players straight to competitors. Gamblers aren’t the most patient
internet audience, and in a world where speed is everything, the faster and
smoother a platform delivers, the more likely players are to stay.

But speed is never enough. Technology enables delivering an experience

that feels premium – personalised recommendations, seamless gameplay,
and a feeling of excitement. The right tech ensures that every interaction
feels polished and immersive.

Security: The Non-Negotiable Pillar

As we move into 2025, security is at the forefront. No matter how fast or
engaging a platform is, if players feel that their data or money isn’t safe,
they will walk away – and with good reason – unlikely to return.

A strong technological foundation doesn’t just protect user data and funds,
but also ensures fairness and integrity across the platform. Trust is
everything in iGaming, and the right technology helps brands earn and
maintain that trust.

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Technology
Technology and Regulation: A Constant Evolution
Regulation is evolving, and technology must keep pace. Regulatory bodies
are continually tightening standards, particularly around responsible
gambling and player protection. Platforms must have the technical
infrastructure and a skilled fully-equipped team in place to meet these
requirements. From tools that monitor player behaviour to systems that
support self-exclusion and deposit limits, technology ensures that
compliance turns into actual, operational reality.

Profitability Starts with Efficiency

At its core, technology drives efficiency. Speed, security, and compliance are
not trends but baseline requirements in 2025. What’s more, technology also
presents opportunities for differentiation. Everything mentioned so far –
speed, security, and compliance – are the baseline requirements for any
iGaming platform in 2025. But to truly stand out in the crowded market,
operators need to push their tech beyond these fundamentals.

In the next section, we will explore the innovative tools and technologies that
can take your platform to the next level, offering players a unique
experience that keeps them coming back.

Payment Landscape
Payments are the most widespread form of localisation in iGaming, and
arguably the biggest hurdle for player onboarding. When a player sees their
preferred payment method, they feel secure and are more likely to make a
deposit. On the other hand, unfamiliar or unavailable payment options can
turn players away, even if everything else is perfect.

Let’s explore the evolving payment landscape in iGaming and the trends
shaping its future, from Open Banking and cryptocurrency adoption to
localised payment systems like Brazil’s PIX.

65
Technology
Open Banking and PSD2: The Shift Towards
Seamless Transactions
Open Banking and PSD2 (Payment Services Directive 2) are continuing to
revolutionise financial services and, as a result, iGaming. Open Banking
allows banks to securely share financial data (with consent) with third-party
services, creating faster, more personalised payment solutions.

What is Open Banking?

Open Banking enables iGaming platforms to connect directly with players’
bank accounts, simplifying the deposit process. Players benefit from:
Pre-filled payment details: Bettors no longer need to manually enter card
or account details for each transaction, reducing friction and error.
Faster, secure transactions: Payments are authorised directly through
bank accounts with strong customer authentication (SCA), enhancing
security.
Personalisation: Financial data can be used to offer tailored experiences,
such as setting personalised responsible gambling limits.

PSD2: The Legal Foundation of Open Banking

PSD2 is a European regulation that mandates banks to allow third-party
services to access payment data, fostering competition and innovation. For
iGaming, PSD2 ensures stronger customer authentication and opens the
door for a seamless, real-time payment process across platforms.

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Technology
2024 Case Study: Kevin and Open Banking
Lithuanian fintech startup Kevin attempted to disrupt traditional payment
systems like Visa and Mastercard by leveraging Open Banking. Their goal
was to create direct payment solutions through banks, bypassing card
networks and lowering transaction fees. 

Despite the potential, Kevin struggled to scale due to competition from well-
established payment giants, highlighting the challenges of breaking into the
payment market, even with innovative solutions.

For the iGaming industry, Open Banking holds great promise for improving
player convenience, but, as this non-gambling example shows, it demands
mature infrastructure and wider market adoption to succeed.

Crypto Growth and Regulation: Expanding

Payment Options
Cryptocurrency has become a key payment method in iGaming, with
dedicated communities and prominent crypto-focused brands like Stake and
Shuffle leading the charge.

According to the SOFTSWISS survey, 58% of industry professionals recognise

crypto as a driving force behind growth in new markets, solidifying its role in
the future of the industry.

67
Source: SOFTSWISS Survey, FinTech Futures
Technology
Crypto is redefining iGaming by addressing key operational challenges such as
global reach, lower transaction fees, and eliminating chargeback fraud –
critical factors for casino operators. By reducing transaction costs to around 1%
versus traditional 3.5%, and with no risk of chargebacks, crypto offers a boost in
profitability and operational efficiency. The lesson to learn is simple: adopting
crypto unlocks growth, reinvestment opportunities, and delivers a seamless
player experience that drives long-term loyalty.

Alexandr Pisarevsky
Head of Marketing and PR for CryptoProcessing

Cryptocurrency Adoption and Regulation

Countries like Japan, Malta, and Switzerland have already integrated crypto
into their financial systems, while Europe’s MiCA (Markets in Crypto-Assets)
regulation is set to create a more structured framework for digital assets.
The UK is also considering a bill to recognise crypto as personal property,
giving it the same legal status as physical assets, which could offer greater
security for users but may also introduce stricter regulatory controls.

For iGaming, the rise of crypto payments provides new opportunities to

reach a broader audience, especially in regions with tight financial
regulations. However, increased scrutiny means that operators must ensure
compliance with anti-money laundering (AML) processes, especially as
crypto moves further into the regulatory spotlight.

68
Source: CoinDesk
Technology
Regulatory Realignment
As said before, the regulatory landscape in iGaming is in constant flux – new
markets open, existing ones close, and conditions shift unpredictably.
Payments, as one of the most tightly regulated aspects of the industry, are at
the centre of these changes.

The recent changes to Brazil's PIX payment system didn’t introduce a new
problem; they highlighted an ongoing reality: regulatory shifts will always
reverberate through the payments ecosystem. PIX, which had revolutionised
Brazil’s financial landscape with its fast, low-cost transactions, became a
go-to for consumers, businesses, and iGaming operators alike. However, the
temporary disruption to gambling-related transactions exposed just how
sensitive payment systems are to regulatory scrutiny.

This wasn't a full ban on PIX but a necessary adjustment. Payment providers
need time to meet the new compliance requirements, while operators must
obtain the appropriate licensing to continue using PIX. This is a broader
reflection of an industry-wide trend: regulations don’t eliminate payment
systems but impose new compliance barriers that demand flexibility and
swift adaptation. PIX providers will eventually align with the requirements
and re-enter the market, but the underlying trend of regulatory tightening
remains.

With growing regulatory pressures on payments, credit use, and AML

compliance, operators need to remain adaptable. Relying on a single payment
method increases vulnerability. A diverse payment approach is essential,
especially in iGaming, for navigating these shifts – something we have seen
firsthand at FinteqHub as we integrate multiple systems into one platform for
maximum resilience.

Vadim Drozd
CEO at FinteqHub

69
Technology
Building Ecosystems: Consolidated Future of the
Industry
The shift toward creating integrated ecosystems is becoming a key trend in
the iGaming industry, for both B2B and B2C brands. The goal is simple: to
offer a seamless, all-in-one experience that keeps players engaged and
makes operations smoother for operators.

Whether it’s a player moving between casino games and sports betting on
the same platform, or an operator looking for a unified technology partner,
the appeal of an integrated ecosystem is clear as we head into 2025.

Why Ecosystems Are Important

In iGaming, convenience is everything. Players want a platform where they
can do it all – play games, place bets, make deposits – without needing to
switch between different systems. This ease of use builds loyalty and keeps
players engaged longer.

For operators, ecosystems simplify business. By bringing together services

like platform management, payments, compliance, and data analytics under
one roof, operations become less complicated and more efficient.

For B2B software suppliers, ecosystems simplify integration and

maintenance for operators, while also unlocking new revenue streams
through add-ons, premium features, and scalable services.

At its core, building an ecosystem allows operators to have more control

over the entire player experience. When everything a player needs is
available within one platform, they are less likely to look elsewhere. The
more connected the services, the more players stay.
70
Technology

How Ecosystems Are Built

Companies use a few different strategies to build their ecosystems:

Vertical and Horizontal Expansion: This involves adding more services to

create a full, connected experience. In the B2C space, this might mean
combining casino games, sports betting, and retail offerings all in one
place – an omni-channel approach. In B2B, it could mean offering
platform solutions, player management systems, affiliate tools, and data
analytics – all designed to work together smoothly. By centralising these
services, operators can run their business more effectively.

Mergers and Acquisitions: Many companies choose to grow by acquiring

other businesses that complement their existing offerings. This allows
them to quickly add new services and create a more complete ecosystem
without starting from scratch.

Why Choosing the Right Ecosystem Partner

Matters

For operators, picking the right technology partner is a crucial decision.

Working with a partner that offers everything from platform management to
compliance tools means less complexity and better scalability. This is
especially important for operators who are expanding from offline to online:
having a partner that can manage the transition smoothly is key.

When operators can rely on one comprehensive solution, they don’t have to
worry about managing multiple vendors or dealing with compatibility issues.
Everything works together, making it easier to focus on growth and player
satisfaction.

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Technology
SOFTSWISS, Trusted Tech Partner
With over 15 years of experience and more than 1,000 brands served
globally, SOFTSWISS understands how to help operators build and manage
integrated ecosystems. From platform management to deep data analytics,
we offer a full range of solutions designed to support the needs of iGaming
businesses today and in the future. Our experience helps operators navigate
the complexities of expansion, migration, and compliance with ease,
ensuring they are ready for the challenges of 2025 and beyond.

Wrapping Up
The future of iGaming lies in creating seamless unity – across every
touchpoint and every operational layer. The companies that can build
integrated ecosystems, effortlessly meeting both player needs and business
demands, will shape this future. Those who embrace this approach will
simplify their operations, strengthen player loyalty, and stand out in a
landscape where convenience and engagement are everything. As
competition intensifies, the power to deliver a unified, all-in-one branded
experience will be the ultimate game-changer.

72
Technology
Cybersecurity: A Strategic Priority
As iGaming platforms continue to grow, so do the associated risks. A single
cybersecurity breach can dismantle player trust, trigger legal consequences,
and undermine the entire business reputation.

With the growing complexity of threats and tightening regulations, a robust

cybersecurity framework is a core element of an iGaming brand strategy
that plans to stay on the market in the years ahead.

What Should the Industry Focus on in 2025?

Here are the five main areas to focus on and improve.

1. Preventing DDoS Attacks: Always-On Protection

DDoS attacks have long been a threat, but they’re constantly evolving.
Attackers are finding increasingly complex ways to overwhelm systems with
malicious traffic, often timing their assaults to coincide with high-traffic
events. These attacks don’t just cause downtime; they disrupt player
experience and hurt revenue, particularly during crucial periods.

Key Insight: In a 24/7 industry like iGaming, downtime is not acceptable.

The ability to mitigate DDoS attacks in real time – before players even
notice any disruption – is essential for maintaining operational stability
and player trust.
Action: Ensure your platform has always-on, multi-layered DDoS
protection that combines traffic filtering and real-time mitigation. A
proactive approach is crucial.

SOFTSWISS partners with Cloudflare, utilising their global network to

significantly reduce the number of DDoS attacks reaching our systems and
clients’ businesses. This approach has ensured greater uptime and
operational stability for our clients, especially during critical gaming
moments across all markets.

73
Source: Cloudflare
Technology
2. Tackling Account Takeover (ATO) Fraud
Account takeovers (ATO) have become a favoured method of fraud for
cybercriminals. They provide unauthorised access to player accounts, which
often hold sensitive personal and financial data. In a sector where trust is
everything, ensuring that accounts are secure is uncompromising.

Key Insight: Preventing account takeovers requires more than just

enforcing strong passwords. A comprehensive security ecosystem that
includes multi-factor authentication (MFA), strict KYC protocols, and real-
time monitoring of account behaviour is essential to protecting player
accounts from compromise.
Action: Strengthen your platform by enforcing MFA, implementing strict
KYC procedures, and continuously monitoring account activity. Early
detection of anomalies and quick responses can prevent significant
financial and reputational losses. A holistic approach to account security
will be essential in keeping players’ trust intact and protecting your
platform from potential breaches.

3. Combatting Bot-Driven Exploits

Malicious bots are increasingly used by attackers to exploit vulnerabilities
within in-game environments, disrupt fair play, and manipulate betting
odds. In an industry where fairness and trust are critical, bots can skew
results and undermine player confidence.

74
Source: Cloudflare
Technology

Key Insight: Bots are becoming more sophisticated, blending seamlessly

into normal player behaviour, making detection more challenging.
Combatting this growing threat requires advanced, adaptive systems that
evolve as the attacks do.
Action: Leverage machine learning-based bot management systems that
can detect and block bot-driven exploits. Advanced solutions that
differentiate between legitimate players and automated scripts will help
ensure a fair and transparent gaming environment, preserving the
integrity of the platform while safeguarding user experience.

4. AI-Powered Threats and Defences

AI is changing the cybersecurity landscape, both as a tool for attackers and
defenders. Cybercriminals are increasingly using AI to drive more complex
and unpredictable attacks, exploiting system vulnerabilities in ways that
traditional methods cannot. But AI is also one of the most powerful defences,
allowing real-time threat detection and adaptive responses.

Key Insight: The Splunk study reveals that while AI-powered attacks are a
rising concern – 36% of cybersecurity professionals rank them as a top
threat – traditional threats like data breaches and system compromises
remain more frequent. The fear of AI often stems from its unknown
potential, but addressing today’s prevalent risks is just as important as
preparing for future AI-driven threats.
Action: Invest in AI-powered threat detection systems that analyse large
volumes of data in real time, detect anomalies, and prevent potential
fraud – while staying creative in your approach to defence.

For example, SOFTSWISS has launched the Bug Bounty program,

incentivising ethical hackers to identify vulnerabilities before malicious
actors can exploit them. This proactive approach ensures that vulnerabilities
are addressed quickly, keeping our clients’ platforms secure while constantly
improving our defences.

75
Source: Cloudflare, Splunk
Technology
5. Compliance-Driven Cybersecurity
As global regulations continue to tighten, compliance is rising higher on the
agenda. Non-compliance can have serious consequences, potentially
leading to the loss of operating licences in key markets and significantly
affecting businesses.

Key Insight: Compliance is the foundation for building long-term trust and
safeguarding your platform. Aligning your cybersecurity efforts with local
and global regulations enhances not only legal protection but also your
position in the market.
Action: Regularly audit your platform’s compliance with key regulatory
frameworks like General Data Protection Regulation (GDPR), AML, and
Know Your Customer (KYC) standards. Staying ahead of regulatory
changes will protect your business from potential penalties while ensuring
operational continuity.

In iGaming, cybersecurity is more than a protective measure; it strengthens

player trust and sustains business resilience and integrity. In a landscape of
constant threats, successful companies are those that can anticipate risks,
respond swiftly, and maintain transparency when challenges arise. Today, a
proactive approach to security is essential for achieving a lasting and impactful
presence in the industry.

Evgeny Zaretskov
Group Chief Information Security Officer at SOFTSWISS:

76
Source: Cloudflare
Technology
Bottom Line: Cybersecurity as a Competitive
Edge
As we move toward 2025, cybersecurity is becoming a key driver behind
business strategy. Protecting an online platform means securing a brand,
meeting regulatory standards, and maintaining the trust that underpins the
player experience.

For more insights on anti-fraud activities in

iGaming and SOFTSWISS' expertise in this area,
check out our iGaming Trends 2024 report.

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Technology
AI in iGaming: A Powerful Tool, Not a Magic Bullet
Many readers likely turned to this section of the report with high
expectations – and for good reason. Artificial Intelligence (AI) has
dominated industry conversations during the last years, sparking global
fascination with its promising potential. Across the board, businesses are
exploring what AI can do, and the iGaming sector is no exception.
2024 is the right time to separate hype from reality.

In our recent survey, iGaming stakeholders rated the importance of AI and

machine learning at 8.2 out of 10 for 2025.

This reflects strong confidence, but also a clear need for astute caution. AI is
indeed a breakthrough, but like any tool, its value depends entirely on how it
is applied.

Gone are the days when simply adopting AI could turn players’ heads.
Today, the focus must shift from novelty to purpose. In iGaming, the goal is
not just to use AI for the sake of it, but to apply it with precision – to stay
effective and avoid chasing shiny distractions.

Technologies should solve existing problems, not create new ones just to justify
their use.

Valentina Bagniya
Chief Marketing Officer at SOFTSWISS

78
Source: SOFTSWISS Survey
Technology

Last year’s edition of the report explored how AI

could address critical industry challenges, and
those lessons still hold true. This year, we are
showcasing fresh examples and actionable use
cases.

Broadly speaking, AI’s value in iGaming is best

seen in two core areas:
Pattern Recognition and Generation
AI excels at identifying behaviours, processing vast data sets, and
generating insights. In iGaming, this is key for recognising problematic
player activity, segmenting audiences for more personalised experiences,
and automating content creation. The technology processes patterns that
can flag at-risk players or create new player segments, driving operational
efficiency and player safety.

All players are the same, same bonuses and games will
work everywhere.
While AI can automate complex decision-making processes, this potential
comes with its own challenges. Effective automation requires significant
amounts of high-quality data and robust frameworks for analysis. When
properly integrated, AI can streamline decisions that previously required
human oversight, from real-time player support to fraud detection. But
businesses must weigh the costs and complexity – AI isn’t always the best
solution if the problem can be addressed more efficiently through simpler
means.

The point isn’t to avoid AI; quite the opposite. Many iGaming companies of
different scale, including SOFTSWISS, have already integrated AI in multiple
areas, driving innovation and efficiency. However, a grounded, thoughtful
approach is key. AI should enhance profitability, sharpen strategy, and
propel the business forward – not become a distraction or resource drain.

79
Technology
AI in Action: 2024 Notable Case Studies

Data and Analytics

SOFTSWISS AI-Driven Event Streaming: Leveraging AI for real-time data
streaming and analytics, improving player engagement and operational
insights.
SOFTSWISS & Bambi Analytics Partnership: Combining AI with data
analytics to refine customer engagement strategies and improve user
retention.
DraftKings and Sports IQ Analytics: Utilising AI-powered analytics for
better sports betting odds and player personalisation.
Blask AI Market Analytics Tool: Enhancing market insights through AI-
driven data analysis, helping operators optimise performance and spot
trends.

P layer Support
4Play Gaming’s Lora AI Expert: Introducing the AI-driven virtual assistant
for casinos, offering real-time player support and personalised
recommendations.

Re pos nsible Gambling

BetBuddy and Playtech AI Solutions: Leveraging AI to detect early signs of
gambling addiction, providing real-time interventions to protect
vulnerable players.

Strategy First, Technology Second

AI’s potential in iGaming is real, but the revolution is still in progress. The
technology continues to evolve and the key to success now lies in balance –
embracing innovation while staying grounded. AI can elevate any operation,

but only when applied with clear purpose and ROI-driven foresight.

80
Source: GamingIntelligence.com, Next.io, SBC Eurasia, Playtech
 Business

Development
Business Development: TL;DR

Key Trends

Strategic Adaptation


iGaming businesses must go beyond operational efficiency, focusing on

strategic growth, market shifts, and long-term planning to thrive in a

regulated, competitive landscape.

Mergers and Acquisitions


M&A is central to growth, enabling faster market entry, scaling, and access

to new technologies, as organic growth opportunities narrow in maturing

markets.

Sports Betting Dominance


No longer a side offering, sports betting now leads revenue generation, with

emerging sectors like esports and fantasy sports creating new opportunities.

Responsible Gambling as a Core Value


The focus has shifted from regulatory compliance to player protection as a

business strategy, essential for trust and long-term retention.

Key Numbers

41%


Global players prefer sports betting, making it the top gambling activity.

Operators must integrate sports betting to stay competitive and expand

their audience.

EUR 64.9 million


South Africa's iGaming market is projected to reach this figure by 2028, with

sports betting accounting for nearly half. Tapping into emerging markets is

essential for growth.

Source: TGM Research, Statista

Business Development: TL;DR
Key Decisions for 2025
Explore M&A Opportunities

Consider strategic acquisitions to enter new markets, acquire new
technologies, and expand your product portfolio.

Leverage Sports Betting Growth


Integrate and diversify sports betting offerings, including esports and
fantasy sports, to attract a younger, tech-savvy audience.

Prioritise Responsible Gambling


Go beyond compliance by embedding responsible gambling practices into
your strategy to build trust and ensure long-term player retention.

This section provides insights and real-world examples on how partnerships,

sports betting, and responsible gambling are influencing iGaming, offering
guidance for next steps for the iGaming businesses of any scale.
Business Development
Business Development: Strategic Roadmap
As we reach the culmination of this report, we transition from the specific,
tactical aspects of iGaming to the coordinated, brand-conscious decisions
that will shape the future of the industry. While the elements we have
covered – such as technology, marketing, and cybersecurity – are essential
for day-to-day operations, it's the larger moves that will define whether
businesses thrive or fall behind in the rapidly evolving iGaming landscape.

In 2024, the industry faces both significant opportunities and challenges.

Markets are maturing, player expectations are rising, and regulatory probe
is intensifying. Success will depend not just on keeping pace with these
changes, but on anticipating them and positioning business accordingly.
Balanced foresight, adaptability, and a willingness to embrace new
paradigms will separate the leaders from the rest in 2025.

In this final section, we look at key developments that are reshaping the
iGaming business environment, from the growing integration of sportsbooks
into broader ecosystems to the market-shifting impact of mergers and
acquisitions, and the heightened focus on responsible gambling as a core
element of sustainable growth. These are not just trends – they represent the
fundamental shifts that will determine the future of the industry.

The decisions made now will have an impact, influencing not only short-term
performance but the long-term trajectory of any iGaming business. This is
where strategy meets opportunity, and where the future of iGaming will be
shaped.

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Sports Betting: A New Driving Force in iGaming
The iGaming landscape has evolved into a multifaceted ecosystem where
sports betting has taken centre stage. No longer merely an add-on, sports
betting has become a core driver of player engagement and revenue for
operators. Its integration into the broader iGaming framework reflects its
growing importance.

The Rising Popularity of Sports Betting

Global data supports the dominant role that sports betting now plays in the
gambling industry.

According to TGM Research, 41% of players globally prefer online sports

betting and horse racing, ahead of lotteries (35%) and online slots (30%).

Sports betting has not only risen in prominence, but it is now leading the
pack. For operators, this shift signifies the need to prioritise sports betting
offerings to maintain player engagement and expand their audience.

85
Source: TGM Research
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Emerging Markets and Growth Potential

Several regions are showing tremendous potential for the expansion of
sports betting:
South Africa: The iGaming market in South Africa is projected to reach
EUR 64.9 million by 2028, with sports betting expected to generate EUR
24.3 million in 2024, accounting for nearly half of the market’s total
iGaming revenue.
Brazil: Sports betting has become deeply integrated into Brazilian sports
culture, with 9 out of 10 sports fans aware of betting platforms. However,
40% of them are not yet using these services, indicating significant
untapped potential.

Insight: Operators can leverage this potential by providing localised

solutions tailored to the preferences of these markets, converting both active
players and those who are yet to engage with betting platforms.

86
Source: ‘iGaming in SAR’ by SOFTSWISS, iGaming Brazil
Business Development
The Rise of Niche Betting Segments
In addition to traditional sports betting, segments like esports and fantasy
sports are gaining momentum. Statista data shows that 51% of South African
bettors participate in esports betting, while 39% engage in fantasy sports.

Insight: Incorporating esports and fantasy sports into betting offerings in

2025 is not just an expansion but a strategic move to engage a younger,
highly engaged tech-savvy audience. Operators that adopt these segments
early will benefit from increased player retention and attract a broader
demographic, ensuring a more diverse and active user base.

Esports betting is growing fast, and the key to staying ahead is real-time data.
Operators who use analytics to understand their audience and adjust offerings
on the fly will gain a serious edge. This market moves quickly, and the ability to
make smart, data-driven decisions will turn this growth into lasting success.

Dmitry Belianin
Co-Founder & Managing Partner of Blask

Esports Segment Expansion

The SOFTSWISS Sportsbook team highlights a clear trend. eFootball and
Counter-Strike 2 have surged in popularity, surpassing baseball and
growing exponentially in H1 2024 compared to H1 2023, now ranking 8th and
9th in popularity across all betting categories, respectively. While this growth
can be partly attributed to the expansion of the Sportsbook product and its
client base, there is an undeniable shift in player preferences toward
esports.

87
Source: SOFTSWISS, Statista
Business Development
We are excited to see the explosive growth of the cyber sports segment, both in
the market and within our expertise. eFootball has made an impressive debut
this year, with bet volumes surging by hundreds and even thousands of percent
in both crypto and fiat compared to H1 2023. Its market potential is highly
promising. Meanwhile, the modern classic, Counter-Strike 2, continues to thrive,
demonstrating consistent growth.

Alexander Kamenetskyi
Head of SOFTSWISS Sportsbook

Esports has shifted from a niche market into an established, maturing industry,
and we’re convinced that it’s destined to become a mainstream form of
entertainment. Major esports tournaments now draw larger viewership
numbers than some traditional sporting events. This is prompting operators to
rethink how they approach betting markets. As we head into 2025, esports is no
longer just a ‘nice to have’ – it’s becoming a core part of what operators need
to deliver to stay relevant.

Marek Suchar
Co-Founder & Managing Director at Oddin.gg

Shifts in Player Behaviour During Major Sporting

Events
Major sporting events like the World Cup have a proven and successful
impact on player behaviour across iGaming platforms. During the 2022
World Cup, the SOFTSWISS Sportsbook team reported a 10-20% dip in online
casino turnover, as players gravitated toward sports betting – a trend that
has continued to prove relevant.

88
Source: SOFTSWISS
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Insight: This behaviour demonstrates the need for operators to integrate
sports betting seamlessly with other iGaming products. By creating a unified
player experience across verticals, operators can minimise seasonal dips in
activity.

Leveraging crossover promotions between casino games and sports betting

will allow operators to maintain engagement during major sports events,
ensuring steady activity across both segments.

Who is the casino and sportsbook audience, and how do they compare?
Find the answer here

Diversification and Niche Sports: Strategic

Advantage
Diversifying betting options across both popular and niche sports helps
operators mitigate revenue fluctuations and maintain engagement during
off-peak times.

Niche sports, such as water polo or Australian football, may not attract
mainstream attention but can generate significant interest during periods
when major sports events are not taking place.

Insight: Promoting lesser-known sports during gaps in major sporting events

allows operators to maintain steady player activity and avoid revenue
slumps. Diversification of offerings is essential to maintaining player
engagement throughout the year and mitigating the financial impact of
seasonal shifts in betting behaviour.

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The Mobile Shift: Dominance of Mobile Betting
Mobile betting's dominance is increasingly clear. SOFTSWISS data from H1
2024 shows a steady, albeit gradual, rise in the share of mobile bets within
the total sports betting volume. This trend has persisted in the market for
several years.

H1 2023 H1 2024
Desktop Desktop
22,3% 19,3%

Mobile Mobile
77,7% 80,7%

This shift toward mobile-first betting highlights the need for bookmakers to
optimise their platforms for mobile use. Ensuring that promotions, content,
and the overall betting experience are mobile-friendly will be critical for
capturing and retaining the majority of bettors.

In 2024, the SOFTSWISS Sportsbook Team took a proactive step to bolster

this trend and support its partners by launching a mobile app. As part of
Primobet’s portfolio, a licensed operator in Serbia, the app is now accessible
to users through both Google Play and the App Store.

We are also seeing bettors demand more flexibility and convenience,

particularly with the rise of mobile betting. The days of sitting at a desktop are
fading fast. Bettors want to engage with their favourite markets from anywhere,
at any time, and across multiple devices. Operators who can provide that
smooth, cross-device engagement are going to win out.

Marek Suchar
Co-Founder & Managing Director at Oddin.gg

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Source: SOFTSWISS
Business Development

Conclusion: The Future of Sports Betting in

iGaming

The continued rise of sports betting is reshaping the iGaming landscape.

Operators who focus on mobile-first strategies, diversify their offerings, and
integrate sports betting into broader iGaming platforms will be well-
positioned to capture new opportunities and drive sustained growth.

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Mergers and Acquisitions: Strategic Moves in a
Maturing iGaming Industry
As the iGaming industry shifts from rapid growth to a phase of
consolidation, mergers and acquisitions (M&A) have emerged as a vital
strategy for operators seeking long-term sustainability, technological
advancement, and global market dominance. In a space where organic
growth is increasingly limited by regulation, competition, and market
saturation, M&A offers a pathway to securing competitive advantages and
diversifying offerings.

In this evolving landscape, it’s not just about growing bigger – it's about
becoming more resilient, agile, and prepared for the future. Operators,
including SOFTSWISS, are strategically leveraging M&A to meet these needs.
But what’s driving this trend, and what does it reveal about the direction of
the iGaming industry?

Key Drivers of M&A in iGaming

Several core motivations are fueling the wave of M&A activity in iGaming,
each reflecting the growing complexity of the market:
Market Expansion: Entering new markets quickly and efficiently is a prime
motivator for acquisitions. Rather than build infrastructure and navigate
complex regulatory hurdles from scratch, operators are acquiring
established players to fast-track their market presence.

This was key for SOFTSWISS when the team acquired a majority stake in
Turfsport, gaining an immediate foothold in the high-growth South
African market, positioning our clients for rapid success in the region.
Scaling and Consolidation: In the iGaming environment, achieving scale
through acquisitions allows operators to increase their market share,
integrate innovative capabilities, and offer a broader product suite.

The recent acquisition of IGT’s gaming and digital business and Everi
Holdings by Apollo Global Management exemplifies this, strengthening
Apollo’s dominance across both land-based and online gaming sectors.

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Business Development

Access to New Technologies and Verticals: Acquiring companies with

specialised technology or expertise in new verticals allows operators to
stay ahead of market trends.
Regulatory Compliance and Expertise: Regulatory Compliance and
Expertise: In regions with tight regulations, M&A allows operators to
acquire companies with the necessary licences and compliance
infrastructure, avoiding the often lengthy and costly process of starting
from scratch. Flutter Entertainment’s acquisition of a 51% stake in MaxBet,
a Serbian sports betting and gaming operator, in September 2023 for EUR
141 million, expanded their reach, benefiting from local knowledge and
infrastructure to strengthen their market presence.

What This M&A Activity Tells Us About the

iGaming Industry
The increasing pace of M&A deals provides valuable insights into broader
trends shaping the future of iGaming. These acquisitions are more than just
a growth tactic – they reflect strategic shifts in how operators are
positioning themselves in a maturing market.

Market Maturation and Saturation

The iGaming industry is reaching a level of maturity where organic growth
opportunities are narrowing, especially in regulated markets. M&A is
becoming the go-to strategy for operators seeking to scale quickly and
efficiently. Larger operators are acquiring smaller players with specialised
capabilities to strengthen their positions and achieve economies of scale.

93
Source: Flutter Entertainment plc
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Insight: As the market consolidates, smaller operators are faced with a stark
choice: invest heavily to innovate and build brand strength, or align
themselves for acquisition. Companies like XLMedia and Catena Media are
opting for strategic exits in European markets to focus on regulated regions
like North America, where growth opportunities remain more robust.

Globalisation and Localisation of Operations

iGaming is becoming increasingly global, but success in new markets
depends on localised expertise. Players expect region-specific experiences
that feel native, no matter where they’re playing from. M&A enables
operators to acquire companies with deep local knowledge, ensuring that
their global presence remains competitive without compromising on
localisation.

Insight: Operators like Betsson, who entered the Dutch market by acquiring
Holland Gaming, are leveraging M&A to navigate regulatory complexities
while offering local solutions under a global brand.

From Growth to Strategic Positioning

The iGaming industry is no longer focused solely on expansion. As market
dynamics evolve, operators are turning to M&A as a tool for strategic
positioning. Companies are using acquisitions to diversify their product
offerings, integrate new technologies, and prepare for the next wave of
market changes – whether they stem from regulatory shifts, technological
advancements, or changing player behaviours.

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Insight: M&A now serves as a strategy to future-proof businesses. For
instance, EveryMatrix’s acquisition of DeepCI, which offers insights into
affiliate marketing, is a proactive move to enhance their clients' player
acquisition strategies. These acquisitions aren't just about scaling; they are
about building resilience for future industry disruptions.

In 2025, the iGaming landscape will see a wave of strategic partnerships and
consolidations. As companies aim to scale and enter new markets, mergers and
acquisitions will become the key drivers of growth. The future is for
collaboration – bringing together regional expertise and global reach. Events
like SBC Summit in Lisbon, SBC Summit Rio and SBC Summit Americas will play
a pivotal role in facilitating these high-level deals, connecting the right partners
at the right time.

Rasmus Sojmark
CEO and Founder at SBC

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Business Development
SOFTSWISS Case Studies: Strategic M&A Moves
and Client Value
At SOFTSWISS, our approach to M&A is guided by a clear focus on creating
real value for our clients, both now and in the years to come. Each
acquisition is carefully planned to enhance our product offerings, open new
market opportunities, and provide our clients with access to innovative
solutions that give them a competitive edge.

Turfsport Acquisition – Expanding Product

Portfolio and Market Reach
In January 2024, SOFTSWISS acquired a majority stake in Turfsport, a South
African leader in multichannel wagering software for sports, horse racing,
and lotteries.

This acquisition not only allowed us to establish a

strong presence in the growing South African
market, but also enriched our product portfolio
with two new solutions:
The SOFTSWISS Retail Betting Software
and the SOFTSWISS Lotto Software

Client Benefitst
Future-Focused Opportunities: Through this acquisition, our clients now
have access to retail betting and lotto software, enabling them to diversify
their portfolios and meet the demands of a wider range of players.

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Business Development

SAR Market Entry: By leveraging Turfsport’s established presence,

SOFTSWISS gained immediate access to the South African market,
minimising the tech risks and challenges typically associated with entering
a new, regulated region.
Multichannel Solutions: The new retail betting and lotto software
offerings provide our clients with the ability to deliver a seamless player
experience across multiple channels, enhancing engagement both online
and in physical retail locations.

Lesson Learnt: Expanding both geographically and in product offerings

through acquisitions allows SOFTSWISS to deliver more comprehensive
solutions to our partners, aligning with their strategic goals of
diversification and growth in emerging markets.

Ously Games GmbH Acquisition – Preparing for

the Future of Social Casinos
In April 2024, SOFTSWISS made a strategic move by acquiring Ously Games
GmbH, a German company specialising in social casinos. This acquisition
aligns with our forward-looking strategy to explore the growing social
casino segment, an area that is gaining increasing traction within the
iGaming industry.

Client Benefits
Future-Focused Opportunities: While this area continues to evolve, this
acquisition positions SOFTSWISS to be well-prepared as the demand for
social gaming expands, offering new avenues for our clients to explore as
the market develops.

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Business Development

Revenue Diversification: As the social casino space continues to grow, this

acquisition provides a pathway for clients to potentially tap into a more
casual, entertainment-driven player base, opening the door to new
engagement strategies and revenue streams.

Lesson Learnt: Strategic acquisitions allow us to stay ahead of emerging

trends. By aligning ourselves with the evolving social casino space,
SOFTSWISS is positioning both our business and our partners for future
opportunities as this segment gains momentum.

Wrapping Up
Mergers and acquisitions are reshaping the future of iGaming. They are not
just a method for growth, but a deliberate choice to adapt, evolve, and stay
ahead in a complex and fast-changing environment.

Operators that engage in strategic acquisitions position themselves to not

only overcome market challenges but to thrive by gaining new capabilities
and entering new markets. As the industry continues to develop, M&A will
remain a key driver of long-term stability and success.

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Responsible Gambling: A Core Pillar of Business
Strategy
Responsible Gambling (RG) is no longer just an obligation – by 2025, it will
be as crucial to operational success as any other part of an operator’s
strategy. As the iGaming market stabilises, regulations tighten, and a
younger audience enters the player base, the importance of responsible
gambling rises to a new level.

While most operators are already involved in RG due to mandatory

regulatory measures – such as deposit and loss limits, reality checks, and
self-exclusions – simply meeting compliance requirements is not enough.
Ignoring responsible gambling is not just a regulatory risk; it will ultimately
harm your business by increasing churn and acquisition costs. Trust, in this
context, directly correlates with player retention.

In established markets, responsible gambling practices are already well-

known and, to varying degrees, implemented by most operators. These
measures might differ in scope, but they are present and part of the
operational framework.

However, in fast-growing markets like South Africa, Argentina, or Brazil,

responsible gambling takes on a new level of importance. Operators in these
regions face a dual challenge: not only must they capitalise on the growing
interest and potential of the market, but they also have a responsibility to
shape it. This means educating the public, helping them see gambling as a
form of entertainment or a hobby, rather than as a means to earn money.

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Business Development
Responsible gambling plays a key role in this process, helping operators
guide the market's development while protecting players and fostering a
sustainable environment.

Operators must shift from a mindset of ‘ticking the compliance box’ to truly
embedding responsible practices into their business models. Our latest
SOFTSWISS survey reveals a significant shift in the industry's approach to
RG.

Evolving Motivation Behind Responsible

Gambling
In your opinion, which external factors most influence the push for
responsible gambling practices?
Regulatory requirements
80%
62%

Media scrutiny and public opinion

64%
34%

Potential legal repercussions

64%
44%

Increasing public awareness about gambling addiction

48%
56%

Moral/ethical responsibility
44%
36%

Competitive advantage (offering more responsible platforms can be a selling point)

16%
30%

2023 2024

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Source: SOFTSWISS Survey
Business Development
According to our findings, the motivations driving operators' investment in
responsible gambling have changed. While regulatory pressure is still
important, it’s no longer the primary driver. Instead, public awareness of
gambling addiction and the desire to create a competitive edge are
growing in significance.

This shift reflects a broader movement within the industry toward a

proactive approach to responsible gambling. Companies are now seeing it
not just as a regulatory requirement, but as a crucial part of building long-
term trust and loyalty with their player base.

The Tools for Responsible Gambling

Operators today have access to a wide range of tools across the entire
player journey, from technical measures like age verification and spending
limits to advanced monitoring of player behaviour. Responsible gambling is
dedicated to integrating systems that proactively identify risks and protect
players before issues arise.
Which of the following responsible gambling measures is your organisation
considering implementing or has already implemented?
Age verification checks
70.8%
56%

Self-exclusion tools for players

66.7%
52%

Deposit and loss limits

62.5%
44%

Behavioural tracking and player feedback

50%
40%

2023 2024

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Source: SOFTSWISS Survey
Business Development
Responsible Gambling Measures (continued).

Educational campaigns on responsible gambling

50%
30%

Time limits for gameplay

50%
42%

Collaboration with organisations focused on gambling addiction

33.3%
36%

Regular breaks reminder during gameplay

33.3%
28%

Other
8.3%
8%

2023 2024

Between 2023 and 2024, the industry has moved away from focusing solely
on foundational tools like age verification and self-exclusion, which have
become the norm. Instead, the community is seeing a growing emphasis on
deeper interventions, collaborations, and a more strategic focus on
managing player behaviour. The reduction in general education initiatives
could suggest a shift toward more focused and effective actions that directly
address problem gambling. However, this also highlights an opportunity for
the industry to improve.

Educational content might be an underappreciated aspect of responsible

gambling efforts, but it serves multiple long-term purposes. It helps foster
healthier community dynamics, positions brands as responsible and
trustworthy, and even supports more specific goals, such as boosting
organic traffic to a website.

102
Source: SOFTSWISS Survey
Business Development
We previously uncovered actionable tips on
creating Google-friendly content in
Casino SEO Audit: The Ultimate Guide.

Key Strategic Priorities for Operators in 2025

1. Focusing on Long-Term Engagement: Protecting players and nurturing
trust are key to building lasting relationships. The younger generation of
gamblers, particularly Gen Z, is more digitally exposed and potentially at
higher risk. Operators must take this into account and adapt their RG
strategies accordingly.
2. Taking a Comprehensive Approach: Operators need to cover all aspects
of responsible gambling, including:
Protecting vulnerable and underage individuals.
Promoting fairness and transparency across all platforms.
Encouraging best practices within the industry.
3. Leveraging Technology: With the vast number of players in the ecosystem,
technology is essential for scaling responsible gambling efforts. By
leveraging advanced risk-scoring systems, operators can automate the
detection of problem gambling behaviours. This approach increases
efficiency and ensures that no critical signals are overlooked, filling gaps
that manual monitoring might miss.
4. Staff Training: It is crucial to continuously educate staff at all levels about
responsible gambling tools and practices to ensure that they are equipped
to handle emerging risks.
5. Collaboration and Shared Responsibility: Effective responsible gambling
requires a collective effort. Collaborating with industry stakeholders,
regulators, and third-party organisations will ensure a more robust and
unified approach to protecting players.

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As the iGaming industry expands across continents, from Africa to Europe, the
need for tailored, localised responsible gambling initiatives becomes critical. At
the same time, global events and platforms will serve as crucial touchpoints to
share best practices, ensuring sustainable growth that respects local cultures
while embracing global standards.

Eman Pulis
Founder of SiGMA Group

Shifting the Stigma, Expanding the Audience

Responsible gambling is an opportunity to reshape public perception of the
industry. By addressing player welfare head-on, operators can not only
protect their businesses but also reduce the stigma around gambling as a
form of entertainment. This proactive stance will broaden the appeal of
iGaming to a wider, more diverse audience, fostering sustainable growth for
the entire sector.

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Closing

Thoughts
Closing Thoughts
Preparing for Success in 2025
Navigating over 100 pages of analysis is no easy task, but that level of
dedication mirrors what is required to thrive in the iGaming industry. It
demands continuous learning, focus, and the ability to act with intention.
Those who engage deeply with knowledge and transform it into action are
the ones shaping the future of the market.

This report was crafted to be a strategic roadmap for the entire iGaming
ecosystem. Whether you’re running a casino, sportsbook, B2B software
provider, payment service, game development studio, or working as an
affiliate, understanding market dynamics at a deeper level benefits
everyone. Our goal was not just to provide a broad overview of trends, but
to give you concrete insights you can use today to position your business for
long-term success.

Did we achieve this?

Your feedback is our most valuable gauge of whether we’re on the right
path. Please share your thoughts.

Leave your feedback

It’s often said that iGaming is highly competitive – and that’s true – but there's a
deeper truth that’s just as important: individual successes strengthen the entire
market. When one part of the ecosystem grows, everyone benefits from new
opportunities. This report, and the knowledge within, is a contribution to that
collective growth.

Ivan Montik
Founder of SOFTSWISS

106
Closing Thoughts
This slide is far from a farewell. It is the beginning of an ongoing dialogue.
Expect more insights beyond what is covered here, as continuous learning is
key to staying ahead.

For those who value deep analysis, we invite you to explore more of our
content through the following channels:

Knowledge Base LinkedIn Newsletter Medium

Thank you for your time and

attention. Cheers to your continued
success, and we look forward to the
journey ahead!

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Closing Thoughts
Acknowledgements
This report is the culmination of a collective effort, and the SOFTSWISS Team
extends its heartfelt thanks to the partners, experts, and the many
professionals who generously shared their insights through our survey. Your
contributions have been instrumental in shaping a comprehensive and
forward-looking perspective on the future of the iGaming industry.

Special thanks to:

Dmitry Belianin Marina Ostrovtsova

Co-Founder & Managing CEO at BGaming
Partner of Blask

Alexandr Pisarevsky Eman Pulis

Head of Marketing and PR Founder of SiGMA Group
for CryptoProcessing

Rasmus Sojmark Marek Suchar

CEO and Founder at SBC Co-Founder & Managing
Director at Oddin.gg

Pavel Timofeev Giorgi Tsutskiridze

Head of Sports and CCO at SPRIBE
Analytics at Boomerang
Partners

In preparing this report, we also drew on key media sources, which provided
valuable data and insights that enriched our analysis.

108
Closing Thoughts

Media Sources

For any questions or further information, please

don't hesitate to reach out at
[email protected]

109
Closing Thoughts
Join Forces with SOFTSWISS
In this report, we have teamed up with top brands and industry experts,
blending their insights through surveys and direct quotes. Their contributions
have made this material even more impactful.

We are always looking for new voices and fresh

perspectives to shape future content. If you have
expertise or ideas you'd like to share, we would
love to hear from you.
Get in touch at [email protected]

Contact Us

At the heart of what we do is a commitment to building a strong, informed

iGaming community. Your unique perspective could drive the next big
conversation in the industry. Don’t miss the opportunity to enhance your
brand’s visibility and impact – let’s make it happen together!

110
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