Content Lead
Natalia Ivanova
In 2025, gambling looks less like a pastime and more like a global industry in overdrive. Some nations treat it as part of their culture, others as a booming business – but everywhere, the numbers keep climbing.
What sets the biggest markets apart isn’t just casino floors or digital apps, it’s the combination of massive audiences, easy access, and a growing comfort with betting as entertainment. From high-end resorts drawing international crowds to mobile platforms that slip into people’s daily routines, these countries show where the momentum is heading. For affiliates, they’re not just markets – they’re launchpads for growth.
At G.Partners, we collaborate with affiliates across many of these leading markets, offering access to exclusive CPA deals, trusted iGaming brands, and tailored campaigns for each GEO. For partners, that means more reach, better conversions, and real profit potential in some of the hottest gambling regions worldwide.
Gambling Trends Shaping 2025
The gambling world in 2025 isn’t just expanding – it’s surging. Yes, traditional casinos still pull crowds, but the real momentum is online. Smartphones, lightning-fast payments, and platforms tuned to local tastes are shifting the center of gravity.
Gambling Trends Shaping 2025
| Trend 🌟 | Description 📋 |
|---|---|
| 📈 A market on fire | Global gambling is valued at more than US$560B this year, and forecasts put it near the trillion mark by 2033. That’s not a slow climb – that’s a leap. |
| 📱 Online overtakes offline | Vegas, Macau, Monte Carlo – they’re still alive and loud. But mobile-first platforms are capturing players who never dreamed of stepping into a casino, and they’re betting heavily. |
| 📲 Mobile rules | Around 8 in 10 online players now use their phones. Smooth apps, fast deposits, no delays. Anything clunky? Players walk away instantly. |
| 🌍 A global player base | Nearly 20% of the world’s adults gambled online in 2025. In the U.S., revenues have multiplied several times in just a few years. Latin America is rising, India too – whole regions stepping into the game at once. |
| ⚖️ Regulation as a trigger | Some markets lock down, others suddenly open wide. What feels like a barrier can quickly turn into the start of a booming opportunity. Affiliates who spot these changes early usually take the biggest rewards. |
Why it matters for affiliates:
- GEOs aren’t just dots on a map – they decide whether your campaign sinks or scales.
- Mobile-first is no longer advice, it’s survival.
- Retention matters more than the first deposit. Bonuses, VIP perks, loyalty mechanics – they’re the fuel.
- Regulation is a compass: follow it and you’ll spot new profitable markets before they’re overcrowded.
Gambling in 2025 is faster, bigger, and more digital than ever before. The ones who adapt – affiliates who see the shift and ride it – will be the ones cashing in while others play catch-up.
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Factors Contributing to Gambling Popularity
Why does gambling explode in some countries and barely exist in others? It’s not just a chance. Three things usually decide the game: culture, regulation, and the law.
Cultural influence
In some places, gambling isn’t seen as a vice – it’s tradition. Families play cards for small stakes, betting on football is part of weekend rituals, lotteries are community events. When gambling blends with culture, casinos and betting apps don’t feel foreign. They feel natural.
Government regulations
Rules shape the playground. Total bans usually don’t stop people from gambling – they just push it into grey zones where trust is low and payouts are questionable. On the other hand, when governments set clear rules and licensing systems, players feel safer, operators invest more, and affiliates can actually plan long-term.
Legalization
This is the real trigger. Every time a country legalizes online gambling, the market explodes almost overnight. The U.S. after 2018 is a perfect example. Latin America right now is another. Legal frameworks bring credibility, marketing budgets, and player flows that simply weren’t there before.
Put together, these three factors explain a lot. Culture builds demand, regulation sets the limits, and legalization lights the fuse. Where all three line up – the gambling market doesn’t just grow, it thrives.
Top 11 Gambling Countries in 2025
Some countries just play bigger. Louder casinos, faster-growing iGaming scenes – they set the tone for 2025. Others move slower, but still add weight to the global industry. Together, they define the map of the countries that gamble the most, and where the real action is.
For affiliates, this means one thing: more players to reach, stronger conversion opportunities, and markets that can sustain long-term growth. And with G.Partners already active in many of these regions – matching exclusive offers to the right GEOs – the path to scaling becomes a lot clearer. This list is your map to the markets worth watching.
1. United States
The U.S. is the biggest gambling country. Vegas still shines, but the real story today is sports betting and online play. Every year the numbers climb higher, setting new records.
Key Metrics:
- 🎰 Gambling Market Size: Over $72 billion in 2024 and still growing.
- 📊 Most Gamblers per Capita: Nevada leads the way, followed by Mississippi and New Jersey.
- ⚖️ Gambling Regulation and Legalization: Sports betting is legal in more than 30 states, while online casinos operate in 7.
The scale is unmatched – millions of active players, a booming sports betting culture, and online gaming catching up fast.
2. United Kingdom
The UK has gambling in its bones. Walk down a high street and the betting shops are still there, buzzing as ever. At the same time, the country is home to some of the most advanced online platforms anywhere – a mix of old habits and cutting-edge tech that keeps the market moving.
Key Metrics:
- 🎰 Gambling Market Size: Around £14 billion annually, with online already taking the lion’s share.
- 📊 Most Gamblers per Capita: Close to half of adults gamble at least once a month – that’s more than 25 million people.
- ⚖️ Gambling Regulation and Legalization: Heavily regulated under the Gambling Act, with recent reforms adding stricter checks and tighter marketing rules.
The UK is huge, but also disciplined. Crowded betting shops, booming online platforms, and steady regulation make it one of the top gambling countries shaping the global scene.
3. Australia
Australia lives and breathes gambling – from pokies in every pub to the rise of online platforms. It’s widely known as the biggest gambling country per capita, and the numbers prove it.
Key Metrics:
- 🎰 Gambling Market Size: Around US$15B annually, with casinos and online betting leading.
- 📊 Most Gamblers per Capita: Australians are the world’s top gamblers, losing over US$25B a year.
- ⚖️ Gambling Regulation and Legalization: Sports betting licensed at state level; online casinos and poker remain restricted.
It’s one of the richest gambling markets on the planet, but also one of the most tightly controlled. Affiliates who understand the limits can still unlock big potential here.
4. Canada
Canada’s gambling market balances heritage with innovation. Land-based play still matters, but the real momentum is coming from online betting, with Ontario leading the charge.
Key Metrics:
- 🎰 Gambling Market Size: The industry is worth about US$4B in 2025, with Ontario’s regulated market driving most of the online growth. It’s not the biggest globally, but momentum is clear.
- 📊 Most Gamblers per Capita: Roughly two out of three adults gamble in some way – whether it’s lottery tickets, sports bets, or online play.
- ⚖️ Gambling Regulation and Legalization: Each province calls the shots. Ontario has gone fully regulated, while other regions still see offshore platforms taking a big slice.
It’s a market in transition – stable, expanding, and full of potential. Affiliates who follow provincial rules can catch the wave early and scale fast.
5. Germany
Germany is one of Europe’s largest gambling markets – highly regulated, but with growing appetite for online play.
Key Metrics:
- 🎰 Gambling Market Size: Around US$23B in 2025, with online betting and casino steadily expanding.
- 📊 Most Gamblers per Capita: Younger players drive demand, with nearly half of adults under 35 gambling regularly.
- ⚖️ Gambling Regulation and Legalization: Nationwide regulation since 2021 under the Interstate Treaty; strict licensing, deposit limits, and tight marketing rules apply.
It’s a market of scale and structure. Affiliates who adapt to the regulations can tap into one of Europe’s most stable, high-value gambling environments.
6. Japan
Japan has a unique gambling culture – pachinko halls on every corner and strict laws shaping what’s allowed.
Key Metrics:
- 🎰 Gambling Market Size: About US$24B in 2024, with online worth over US$8B.
- 📊 Most Gamblers per Capita: Millions play pachinko and offshore casino sites, spending roughly US$4,200 per player yearly.
- ⚖️ Gambling Regulation and Legalization: Legal options are pachinko, lotteries, and betting on public races; integrated resort casinos are planned, with Osaka opening around 2030.
It’s a massive market wrapped in heavy restrictions. Affiliates who know the limits can still reach a huge and loyal player base.
7. France
France mixes tradition with strict oversight – casinos, lotteries, and betting all under close watch.
Key Metrics:
- 🎰 Gambling Market Size: The market brings in about US$15B a year, with over US$4B of that coming from online play. Not the biggest in Europe, but steady and reliable.
- 📊 Most Gamblers per Capita: Almost half the adult population tries their luck each year – lotteries dominate, but sports bets and poker tables stay busy too.
- ⚖️ Gambling Regulation and Legalization: The ANJ keeps things tight. Sports betting, horse racing, lotteries, and online poker are fine; online casino games are still off the table.
It’s a market that rewards discipline. Big enough to matter, strict enough to demand respect – affiliates who play smart can thrive here.
8. Italy
Gambling runs deep in Italy’s culture. From the elegance of Venice’s historic casinos to today’s bustling betting shops, it feels woven into daily life – and the online boom is only making it stronger.
Key Metrics:
- 🎰 Gambling Market Size: Around US$26B in 2024, with forecasts pointing to nearly US$70B by 2033.
- 📊 Most Gamblers per Capita: Gambling contributes close to 4% of national GDP – one of the highest ratios in Europe.
- ⚖️ Gambling Regulation and Legalization: Supervised by ADM; a 2025 reform slashed the number of licensed operators and introduced tougher compliance.
Old-world charm meets new regulation. For affiliates, it means a market that’s still huge – but now demands sharper strategies and respect for the rules.
9. Spain
Spain and gambling go way back. Lotteries, football bets, poker nights – it’s part of daily life. What’s changed is the speed of online growth, especially on mobile.
Key Metrics:
- Gambling Market Size: The industry pulled in about US$9B in 2024 and is expected to climb much higher by 2033 – steady growth, year after year.
- 📊 Most Gamblers per Capita: Close to 80% of adults try their luck at least once a year, with national lotteries and football betting leading the way.
- ⚖️ Gambling Regulation and Legalization: Spain has been fully regulated since 2011. Casino, betting, poker, bingo – all legal, but marketing is under some of the strictest rules in Europe.
It’s a big, buzzing market with strong guardrails. Affiliates who can balance opportunity with compliance will find Spain both profitable and reliable.
10. Turkey
Turkey’s gambling market is unusual – casinos are banned, but state-run betting and lotteries dominate, while online play grows underground.
Key Metrics:
- 🎰 Gambling Market Size: Around US$3.3B in 2025, mostly from sports betting and offshore platforms.
- 📊 Most Gamblers per Capita: High participation despite restrictions, with many players using unlicensed sites.
- ⚖️ Gambling Regulation and Legalization: Casinos banned since 1998; only state-run İddaa and the national lottery are legal.
It’s a market full of demand but heavy restrictions. Even so, Turkey sits with the countries that gamble the most, and affiliates willing to navigate the rules can uncover real opportunities.
11. Singapore
Small in size, but impossible to ignore. Singapore built its name on luxury resorts like Marina Bay Sands and Resorts World Sentosa, while keeping online gambling tightly managed and steadily expanding.
Key Metrics:
- 🎰 Gambling Market Size: About US$6B each year, split between iconic casinos and digital play.
- 📊 Most Gamblers per Capita: Out of just 6 million people, participation is surprisingly high – locals and tourists both drive the action.
- ⚖️ Gambling Regulation and Legalization: The Gambling Regulatory Authority calls the shots. Land-based casinos are legal; online betting is allowed, but only through licensed platforms.
It’s a controlled, premium market where regulation sets the tone. For affiliates, the draw isn’t volume but quality – players with high value and consistent returns.
Join the Leading Global Affiliate Network in iGaming
Unleash your potential with G ✦ Partners, a leading global affiliate network specializing in the iGaming niche. Join us and open the door to endless opportunities to maximize your earnings.
