The May 2025 Europe Gaming Pulse Report from Optimove underscores the ongoing gambling market shifts in several leading European markets. The studys findings reveal substantial discrepancies in player activity in Greece, Spain, Italy, and the UK. Such varied results are likely due to regulatory differences and diverse player preferences, presenting significant challenges for operators in the region.
Drawing on data from more than 6.2 million monthly active players across a rolling 12-month average, the report reveals Greece as a dominant force across most key metrics. However, the nations relatively lax regulatory environment has drawn rising concerns regarding a surge in problem gambling as authorities recently turned their attention toward tackling gambling-related harm.
Regardless of customer safety concerns, Greece was the undisputed leader among the four regions included in the study. The average monthly deposit per user by Greek players was $482 in May, with a 12-month average of $468, more than twice that of some of the other jurisdictions. Greek players also boast the highest average activity days per user (12.18) and the best retention rates (83.7%).
When it comes to wagering, Greece led the pack in sports betting turnover and came second in casino betting. These figures reveal stellar user engagement and could provide long-term value for operators seeking to establish a foothold in the Greek market. However, the region is not immune to the regulatory uncertainty commonly found across Europe.
Deposits in Spain averaged $256 for May, a modest increase from the annual average of $249. Spanish players, while less spend-happy than Greek users, appear to enjoy prolonged casino play over frequent or high-value deposits. The Italian market, meanwhile, remained stable with average May deposits of $279. Italian players demonstrated moderate yet consistent play, with most metrics slightly lagging behind Spain and Greece.
The United Kingdom, a long-time leader in European gaming policy, remains an outlier in volume and spending. It recorded the lowest figures across the casino and sports wagering verticals, with the average May deposit settling at $246, a notable jump from its 12-month average of $210. While the UK may not have the highest metrics, it remains a leader in customer protection thanks to its new regulatory measures.
For operators, these trends underscore the need for market-specific strategies. Greece offers high returns but likely requires sustained investment in player retention. Spain rewards casino-focused content, Italy calls for long-term investments, while the UK demands adaptability in the face of looming regulatory shifts. However, many companies have found success across several European jurisdictions, meaning that these challenges can be overcome.
