UK Online Gambling Market Research Report

United Kingdom Online Gambling Market Size and Share:

The United Kingdom online gambling market size reached USD 8.7 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 13.0 Billion by 2033, exhibiting a growth rate (CAGR) of 4.39% during 2025-2033. The market in the United Kingdom is driven by factors such as the widespread adoption of mobile devices, increased internet penetration, growing demand for mobile gambling, and the rise in disposable incomes. Additionally, the popularity of sports betting, technological advancements, and changing consumer preferences are some of the major factors augmenting the United Kingdom online gambling market share.

The market is primarily driven by the increasing popularity of digital platforms and mobile apps. In tandem with this, the increased level of accessibility to various gambling alternatives is also facilitating market expansion. Furthermore, the high growth of disposable income for the masses is also working as a strong spur for the growth of the market. Besides all this, the growing pool of technology-embracing customers and their need for convenience is causing an increase in investment in web-based gaming solutions. On October 25, 2024, Stelios Haji-Ioannou, founder of easyJet, entered the online gambling market by launching EasyBet, a joint venture with offshore gambling firm Triplebet. The partnership utilizes a "white label" model, enabling EasyBet to offer sports betting services in the UK, relying on Triplebet’s existing licence to operate in the region.

Besides this, the growing demand for innovative gaming experiences, such as virtual reality and live dealer games, is creating lucrative opportunities in the market. Also, the increasing influence of social media and digital marketing strategies is impacting the market positively. The market is further driven by the implementation of favorable regulatory frameworks and initiatives that ensure consumer protection and enhance market transparency. On May 1, 2024, the Gambling Commission announced a set of new rules aimed at enhancing safety and consumer choice in the United Kingdom's online gambling market. These include reducing the intensity of online games, improving customer control over gambling marketing, and introducing light-touch financial vulnerability checks for customers with a net deposit of more than £150 (about USD 186) a month, which will be reduced to £150 (about USD 186) from February 2025. Apart from this, easy access to online gambling platforms across mobile devices and websites is propelling the market. Some of the other factors contributing to the market include rapid technological advancements, shifting social attitudes towards gambling, and substantial investments in advertising and promotional activities.

United Kingdom Online Gambling Market Trends:

Smartphone and Internet Penetration Driving Market Access

The United Kingdom online gambling market is largely shaped by the widespread adoption of smartphones and the high level of internet penetration across the country. As of January 2025, there were 67.8 million internet users in the UK, which constitutes 97.8% of the total population, according to industry reports. This vast online connectivity is a fundamental driver, as it ensures that a large majority of the population has seamless access to online gambling platforms, which can be easily accessed via mobile and desktop-based applications. Mobile technology plays a crucial role, providing an immersive and accessible gambling experience. The growing collaboration between gambling operators and third-party software providers are further propelling the market substantially by improving the user interfaces as well as gaming experiences.

Rising Popularity of Online Casino and Mobile Gaming

Online casino gaming, particularly mobile gambling, is rapidly gaining traction in the United Kingdom, representing a significant growth driver for the market. According to an industry report, as of October 2024, 16% of gamblers engaged in online casino games for money, with a notable proportion of them focusing on online slots. Among these players, 35% wagered over GBP 100 per month, while over 10% staked more than GBP 500 monthly. This demonstrates the increasing financial commitment of players, particularly in the realm of online slots, which is often perceived as offering high entertainment value. The convenience and flexibility of mobile gaming apps play an integral role in this surge. With the availability of cost-effective applications, players can easily access a variety of gambling experiences at their fingertips. This trend aligns with the growing preference for mobile-friendly platforms in the online gambling sector and that is an important factor contributing to the United Kingdom online gambling market growth.

Shift in Consumer Behavior Post-COVID-19

The COVID-19 pandemic has fundamentally altered consumer behavior in the UK, particularly in the context of leisure activities. With restrictions on movement and social interaction, a significant number of individuals turned to online platforms for entertainment, including online gambling. As of April 2025, approximately 29 million active gamblers are engaged in various forms of online gambling, including poker, sports betting, and casino games, according to industry reports. The lockdowns and extended periods spent at home resulted in a surge of participation in free and paid gambling activities. This shift toward digital leisure activities has had a long-lasting impact, creating a more engaged and diverse gambling audience. In response, gambling platforms have optimized their services to cater to this increased demand, ensuring a more personalized and accessible experience for players.

United Kingdom Online Gambling Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the United Kingdom online gambling market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on game type and device.

Analysis by Game Type:

• Sports Betting
  • Football
  • Horse Racing
  • E-Sports
  • Others
• Casino
  • Live Casino
  • Baccarat
  • Blackjack
  • Poker
  • Slots
  • Others
• Others

Sports betting holds a commanding 56.6% share of the market, making it the largest segment by game type. This dominance can be attributed to the deep-rooted cultural affinity the UK has for sports, particularly football, horse racing, and rugby. As a nation with a rich sports heritage, the demand for sports betting remains strong, with millions actively participating in betting activities. The continuous integration of live betting options, enhanced user experiences, and real-time odds updates further boosts the sector. As the United Kingdom online gambling market outlook suggests, this segment will continue to grow, driven by both traditional and emerging sports events. Additionally, with the increasing popularity of in-play betting and mobile platforms, sports betting is set to remain a dominant force in the market.

Analysis by Device:

• Desktop
• Mobile
• Others

Mobile devices account for 59.8% of the market, making them the dominant platform for gambling activities. The convenience of mobile betting, which allows users to gamble anytime and anywhere, has been a key factor in this surge. With the rise of smartphones and tablets, gambling operators have optimized their platforms for mobile, offering seamless, user-friendly experiences. As a result, mobile gambling has become the preferred choice for bettors, who appreciate the flexibility and ease of use. The United Kingdom online gambling market forecast indicates a continued shift toward mobile as the preferred device for gambling, driven by technological advancements and the growing availability of mobile-friendly platforms. With an increasing number of apps and mobile-optimized websites, the mobile gambling segment will remain a key driver of the overall market growth in the coming years.

Regional Analysis:

• North West England
• Yorkshire and the Humber
• West Midlands
• East of England
• South West England
• South East England
• East Midlands
• North East England
• Greater London
• Others

North West England plays a significant role in the United Kingdom market, with a large population base and an increasing number of tech-savvy individuals participating in online gambling activities. The region benefits from a strong digital infrastructure, making it conducive to mobile and online gambling platforms. Major cities like Manchester and Liverpool are home to a growing number of gambling establishments, both physical and digital, helping to drive engagement in online sports betting, casino games, and poker. The region’s active interest in sports, particularly football, contributes to a robust sports betting market, which continues to see a rise in participation.

Yorkshire and the Humber is emerging as a key region for the market. The region boasts a large, diverse population with a growing appetite for digital entertainment, including online gambling. The rise of mobile technology and the increasing number of internet users in the region are driving participation in sports betting, casino games, and virtual gambling. Yorkshire's affinity for sports, especially football and rugby, boosts the popularity of online sports betting, while the broader interest in online casino gaming adds to market expansion.

The West Midlands region is a growing hub for online gambling, with Birmingham, one of the UK's largest cities, acting as a key contributor to market activity. This region's growing population of internet users and its solid economic base support a thriving online gambling scene. Sports betting is particularly popular here, with local interest in football and rugby fueling demand for online platforms that offer betting on various sports events. The region's widespread access to high-speed internet and mobile devices further facilitates gambling participation, particularly via smartphones and apps. With an increasing focus on customer engagement and safer gambling practices, West Midlands is positioning itself as an essential market for gambling operators.

The East of England emerges as a prominent region contributing to the market. The region’s diverse population, coupled with its strong digital economy, supports the increasing adoption of online gambling platforms. Areas like Cambridge and Norwich are known for their technological advancements, which facilitate easy access to mobile and desktop gambling services. With a rising interest in sports, particularly horse racing and football, sports betting is seeing consistent growth. The region is also witnessing a growing demand for mobile gambling, as more residents engage with platforms through smartphones. Additionally, the East of England benefits from a high rate of internet penetration, which supports a seamless online gambling experience.

South West England is a key region that continues to drive the growth of the market. With a mix of urban and rural populations, the region is seeing an increasing shift toward digital platforms, with residents frequently engaging in online gambling activities such as sports betting and online casino gaming. The popularity of football and other sports, especially in cities like Bristol and Plymouth, has boosted the demand for online sports betting. The region’s accessibility to fast internet services and mobile technologies also facilitates the growth of mobile gambling.

South East England holds a critical position in the market due to its high population density and technological engagement. The region, home to cities like Brighton, Reading, and Oxford, boasts a combination of affluent and tech-savvy individuals who actively participate in online gambling. With a strong focus on mobile platforms, the region facilitates easy access to a wide array of online gambling options, including sports betting, casino games, and poker. Local interest in sports, especially football and cricket, drives a significant portion of the market, with sports betting continuing to rise in popularity.

The East Midlands is steadily becoming an important region for the market. With cities like Nottingham, Leicester, and Derby experiencing significant digital growth, the region is seeing increasing participation in online gambling, including sports betting, poker, and casino games. The region’s strong internet penetration, particularly among younger demographics, provides a solid foundation for mobile and online gambling platforms. The area's interest in sports, particularly football and rugby, supports a vibrant market for online sports betting.

North East England plays a key role in the expansion of the market, with cities such as Newcastle and Sunderland leading the charge in terms of digital gambling participation. The region benefits from a strong internet infrastructure, allowing seamless access to online gambling platforms across mobile and desktop devices. The growing interest in football, rugby, and horse racing in the North East contributes to the prominence of sports betting within the online gambling market. Mobile gaming is also gaining popularity, with an increasing number of individuals in the region using smartphones to place bets and play casino games.

Greater London is undoubtedly one of the more active regions in the United Kingdom market, serving as the epicenter of digital activity and innovation. As the most populous and economically prosperous area in the UK, London has a high concentration of internet users and tech-savvy individuals, many of whom are active participants in online gambling. The region’s affinity for sports, particularly football, drives a substantial share of sports betting activity. Moreover, London’s digital infrastructure and high rates of mobile device usage make it a hotspot for mobile gambling, with many platforms offering tailored services to meet the needs of Londoners.

Competitive Landscape:

The market is fiercely competitive, driven by a diverse number of operators offering a range of gaming products, ranging from sports betting, casino games, and poker to virtual gaming. The industry features both established players and new entrants competing for market share through innovative product offerings and improving user experiences. The sector is strictly regulated, with strict provisions governing advertising, protection of players, and responsible gaming measures, thus providing a fair level playing field. Operators thus compete on different bases, such as live streaming, mobile platforms, targeted promotions, and loyalty programs. Further, technology plays a key part, with advances in AI, data analytics, and payment systems enhancing customer engagement and operational efficiency. While competition is still intense, the industry is also experiencing mounting consolidation, where big players acquire smaller firms to improve their portfolios and geography. The market's dynamic environment keeps changing, driven by regulatory developments as well as consumer tastes.

The report provides a comprehensive analysis of the competitive landscape in United Kingdom online gambling market with detailed profiles of all major companies.

Latest News and Developments:

• March 2025: GiG Software Plc launched Betzone’s upgraded online platform, marking its second UK launch of the year. The integration included GiG’s risk scoring system, enhancing player protection, engagement, and compliance.
• March 2025: YourTopCasino launched in the UK as a player-focused affiliate platform promoting responsible online gambling. It offered site comparisons, educational content, and detailed reviews with player protection features.
• January 2025: GiG Software Plc launched The Football Pools’ upgraded online betting platform using its X-Suite, SportX sportsbook, and CoreX iGaming technology. The relaunch combined the brand’s 100-year legacy with modern gambling features like bet-builders, dynamic odds, AI-driven personalization, and risk scoring to enhance player safety and engagement.
• January 2025: Inspired Entertainment announced that bet365 would launch the UK’s first Hybrid Dealer Roulette. The online gambling game combines CGI with pre-recorded hosts, offering a live casino feel without live-dealer logistics, enhancing player engagement with synchronized results, leaderboards, chat, and high-quality visuals.
• August 2024: Bally Casino UK expanded its offerings by integrating a Kambi-powered online sportsbook into its platform, marking a strategic move to diversify revenue and enhance user engagement. This addition followed the earlier incorporation of sports betting into Bally's Jackpotjoy brand.

United Kingdom Online Gambling Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the United Kingdom online gambling market from 2019-2033.
• The United Kingdom online gambling market research report provides the latest information on the market drivers, challenges, and opportunities in the market.
• The study maps the leading, as well as the fastest-growing, regional markets.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the United Kingdom online gambling industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.