Gambling is a widespread activity across Europe, but the UK possesses distinct characteristics that set it apart. Let’s delve into these unique aspects while also highlighting some similarities.
The UK’s Dominance in the Gambling Industry
Gambling holds deep cultural and historical roots in both Europe and the UK. Millions of adults participate in gambling activities across the continent daily. According to the European Gaming and Betting Association, among 29 European nations, 25 boast competitive markets, while four maintain a monopoly system. While we’ll avoid getting too bogged down in statistics, they offer valuable insights into the landscape.
In terms of financial significance and market size, Gross Gaming Revenue (GGR) serves as a reliable metric. In 2022, Europe’s GGR reached €108.5 billion. Contrastingly, the UK reported a gross gambling yield of £14.08 billion during the same period, emerging as the largest gambling market in Europe, with Italy trailing behind.
Both the UK and Europe witness a surge in online gambling. However, a notable difference lies in the revenue source. In the EU, land-based gambling generates more revenue compared to online platforms. Conversely, in the UK, nearly half of the total GGR (£6.4 billion out of £14.8 billion) stems from the online sector. This suggests that European gamblers may currently favor the social interaction provided by physical gambling venues.
Despite having larger populations and territories, the UK stands out as Europe’s most profitable gambling market in terms of revenue. Following the UK’s lead in 2020, Italy, Germany, France, Spain, and the Netherlands emerged as the next significant markets.
Who Participates in Gambling?
Gambling tends to attract a fairly consistent demographic across Europe, with the typical gambler being men aged 30-44. However, there has been a noticeable increase in female gamblers since 2020. Additionally, men typically start gambling around the age of 20, while women tend to begin at around age 34.
In both the UK and Europe, men typically deposit larger sums of money compared to women. According to a 2020 article by Natasha Medvedeva of RedLab, women in Europe deposit an average of €38.76, while men deposit approximately €54.14. Despite making fewer deposits, women tend to deposit more frequently, with an average of 32 deposits compared to men’s 19 deposits. In the UK, men lose around £3,709.44 per year on gambling, whereas women lose approximately £2,659.92.
Regarding gambling patterns by country, a 2016 report from The Economist revealed that Irish gamblers ranked fourth in Europe in terms of per adult resident losses, followed by the UK, Malta, and Sweden.
What Gambling Products Are Available and Where Are They Played?
Across the European Union (EU), there’s a lack of consistent regulation regarding which gambling products are permitted in each country and how gambling is overseen. This leads to a wide variation in the types of gambling activities available throughout Europe.
In the UK, slot machines are the top revenue generators. Despite differences in regulations and product availability, casino games also rank high in Europe in terms of revenue share. Additionally, mobile betting has become more popular than desktop betting across Europe.
One notable difference in product preferences is that lotteries contribute to about one-third of Gross Gaming Revenue (GGR) in the UK, while in Europe, lotteries make up only about one-fifth.
Market Structure and Perceptions
Due to the lack of standardized gambling laws across the EU, each European country has its own distinct gambling market, even though there are similarities in the types of gambling activities enjoyed and the demographics of participants. These differences include when each country legalized gambling and how it’s regulated and perceived by the government.
Compared to other European nations like Norway or Cyprus, which have stricter gambling laws, the UK has historically taken a more relaxed approach to gambling. With exceptions, the UK is the only European jurisdiction with high-street betting shops and less stringent advertising regulations (unlike Spain and Italy, where advertising is nearly fully banned). The UK paved the way by legalizing online gambling as early as 2005. Other EU countries followed suit, with Italy in 2008, France in 2010, Spain in 2011, and Denmark in 2012. The Netherlands (2021) and Germany (2021-22) are the most recent countries to legalize online gambling.
Taxation
The tax rules on gambling profits vary significantly across Europe, reflecting the diverse legal landscape. Greece imposes one of the highest taxes at 35%, while the UK applies one of the lowest rates at 21%. In contrast, The Netherlands taxes at 29% (+1.5% for the gaming authority), Italy at 22%, and Sweden at 18%.
Navigating Excessive Regulation
Vixio’s 2023 Global Gambling Outlook report suggests that European gambling markets are reaching maturity, but this doesn’t mean things are getting easier. Each market operates independently and tends to grow more distinct over time. Countries like Germany, Spain, Sweden, and the UK are frequently updating their regulations, often with differing trajectories.
As markets mature, many European nations have undergone regulatory changes and collected data on their effectiveness, including insights on gambling habits, problem gambling, revenue trends, and more. However, data collection methods and standards vary, with some countries conducting comprehensive nationwide surveys while others do not.
European regulations, often grounded in research, are gradually tightening. This trend is evident in the UK, where rules regarding advertising, slot spin speeds, and stake limits have already been introduced.
Recently, regulators have turned their attention to bonuses and their terms, concerned that some conditions may be unfair and pressure players to keep betting to access their winnings. In response, the UK has seen the rise of no-wagering casinos, which offer bonuses like free spins without restrictive conditions.
The UK’s newly released whitepaper on gambling reform frequently mentions ‘unaffordable spending’ and hints at stricter rules on bonuses. Affordability checks (already in place in Norway and the Czech Republic) and new bonus regulations, such as reducing wagering requirements (seen in Denmark), may be on the horizon.
