The worldwide online gaming market matured to a new level in 2025. B2C and B2B operators worldwide are now placing a higher priority on consistent stability with an eye on the long term rather than striving for growth at any costs.
In order to make plans for the upcoming year, the industry is now reviewing data. We have carefully examined the key conversations taking place in various markets. You can find the most significant points here if you don't want to take the time to read through lengthy papers yourself.
#Global Factors Shifting the Terrain
The shift to regulated markets is the primary macrotrend for 2025. The Wild West, where operators work in the "gray zone" anyway they like, is no longer representative of global iGaming. There are now an increasing number of regulated markets to choose from, ranging from those with easier compliance and quick licensing processes, like Liberia and Tuvalu, to others with more stringent compliance requirements, like Nevis or the revised Curaçao.
Numerous nations and areas have recognized the industry's enormous potential and concluded that regulation works far better than outright prohibition. We have witnessed the emergence of new markets in this manner.
Brazil increased the GGR tax rate to 18%, "cut off the payment oxygen" for illegal operators, opened up sports betting and online gambling on January 1st, 2025, and permitted the listing of regulated betting and casino apps on the local Google Play store.
Additionally, Chile has begun to regulate internet bookmakers. However, in contrast to Brazil, Chilean operators will pay a 19% VAT, making their overall tax burden less than 28%. Another Latin American nation that formally acknowledges esports betting is Colombia.
Additionally, New Zealand intends to open its market by 2026, moving away from an uncontrolled industry that was formerly dominated by offshore operators. Starting in February 2026, operators will be able to apply for 15 three-year licenses, with the option to go live that same year.
The same is true in Uzbekistan, where providers who provide internet gaming, lotteries, and betting will be supervised by the National Agency for Prospective Projects (NAPP).
Austria and Finland broke up their monopoly and substituted a licensing system for internet gaming firms. While the former monopoly Veikkaus would continue to handle only lotteries, land-based slots, and casino operations, the Finnish gambling sector is anticipated to open to private operators in early 2027.
In addition, a new regulatory agency called the Licensing and Supervision Authority will be established to supervise operators, enforce adherence to regulations, and organize a self-exclusion mechanism. The Austrian tender process started in 2025, which is earlier than the Finnish one.
Along with the opening of new markets, several nations have unified their regulatory regimes. For example, France intends to allow internet casinos in addition to its regulated online poker, horse racing, and sports betting. Early in 2025, Ireland is anticipated to obtain licenses for internet casinos, with a complete regulatory deployment by 2027.
While Ukraine has already abolished its former gambling regulator, KRAIL, and replaced it with PlayCity, which has a more robust oversight and digital licensing strategy, Greece has reached the stage of unifying its gaming laws.
#Higher Regulation Standards
Regulation gets more stringent as markets open up. Both established and developing markets are affected by this. Stronger player protection, limiting gaming promotions, and quickly blocking illicit businesses are now the main priorities of regulators.
Probably the best illustration of how it functions in reality is Nevis. Since April, when the jurisdiction opened for license issuance, it has begun to identify itself as a Tier-1 direction. Operators who are looking for less expensive options than Malta, Curaçao, and other costly jurisdictions with stringent compliance requirements can obtain a license on the island in as little as two months.
Over the past year, mature markets have also raised their bar. Kansspelautoriteit (KSA), the Netherlands' regulatory body, outlawed sports sponsorship by iGaming companies on July 1, 2025. The prohibition, which ends a phased withdrawal that started in 2023, covers brand visibility on team uniforms, stadium signage, and athlete endorsements. License holders will be subject to a new five-tier punishment scheme with fines ranging from $500 to $2 million if they commit the same infraction again.
In an effort to lessen the accessibility of gambling activities and lessen social harm, Brazil, Colombia, Lithuania, Belgium, and other nations have started to outlaw gambling advertising. The limits have frequently limited the frequency and format of advertising on TV, radio, the internet, and print media.
There is yet more room for change in iGaming advertising. According to recent studies, some safer-gambling advertisements might inadvertently promote gambling behavior rather than discourage it. Simply put, awareness-raising activities are more detrimental than beneficial since they may serve as play triggers.
Regulators see these study findings as a signal for more stringent outcome monitoring. This means that for operators, the challenge is now not whether to convey safer gambling messages, but rather how to create them in a way that complies with legal requirements and really lessens harm. Regulators are anticipated to further tighten requirements in the upcoming years to make sure that these ads safeguard players rather than unintentionally promoting gaming.
Building on flexible infrastructure that reflects new RG needs may be the answer, particularly if it includes automatic risk identification, AI-powered monitoring, and customized player tools. Even marketing methods that openly discuss boundaries, hazards, and resources for support should incorporate the RG measures.
#Revenue Control and Taxation
The way that different jurisdictions handled their taxation regimes—raising, lowering, and raising rates repeatedly—was nearly difficult to ignore. These adjustments are all part of the growing financial strain on iGaming companies.
Governments around the world tighten financial oversight, without reducing legislation, to keep the industry under control within their borders. In this way, operators had to deal with new license fees, levies, and Gross Gaming Revenue (GGR) rates.
A required charge was raised in the UK. Depending on the industry, operators are now required to donate between 0.1% and 1.1% of their total gaming yield. Brazil then raised the GGR tax rate from 12% to 18%, while Nigeria levied an excise tax of 5% on all gambling services, including deposits, and a tax of 5% on winnings for residents and 15% for non-residents.
Germany maintains its progressive tax system, especially when it comes to internet casinos. Operators must pay 15% of their monthly GGR up to 300,000 euros, 20% between 300,000 and 750,000 euros, and 25% above that. Armenia increased tax revenues by more than 7% and boosted its B2B licensing fees on GDP to 15%.
An increase in taxes and fees is a strategic source of income for jurisdictions. It is all about posing new problems for operators. Strict reporting requirements and payment blocks raise expenses and compliance concerns, while higher tax rates and new levies reduce profitability.
#Conscientious Gambling
The concept of responsible gambling is not new. For a very long time, iGaming companies have been safeguarding their users. In 2026, it will undoubtedly continue to grow its influence because it has become an essential component of market development.
This indicates that both the industry and the risks associated with gambling are expanding, as is public and political awareness of them. We interpret that as an indication of the maturity of the sector.
Know Your Customer (KYC), Responsible Gambling (RG), and Anti-Money Laundering (AML) policies are non-negotiable as of 2025 due to new regulations. Although gambling is constantly under scrutiny, platforms today focus entirely on the security and equity of the gaming experience. This is the result of the regulated gaming market's growth. Things that were formerly optional are now required, and this includes everything from advertising to compliance.
Because a robust RG framework makes it obvious that an operator is experienced, reliable, and well-positioned for long-term success in regulated markets, it means that operators must incorporate RG into product design, user experience funnel, and risk management from the start.
#Penalties
In 2026, operating outside of the lines is akin to jumping over lava. It will ultimately result in a situation that nobody wants to be a part of. Operators risk heavier and more public fines for violating Responsible Gambling regulations or targeting residents without authorization.
Take a look at the examples. BetMGM was fined $260,905 by the USA for permitting 152 self-excluded players to wager. VicBet was fined $130,000 by Australia for attempting to reactivate closed accounts by targeting post-self-excluded users with bonuses and promotions. For the same infraction, France fined SPS Betting €800,000. This is just one of the thousands of fines we read about every day last year.
#AI in video games
By 2025, AI was the buzz of the town. People were using it, but they were also worried that it might replace all of their employment. Some businesses and authorities were so enthusiastic that they immediately began utilizing AI. Some were more dubious, believing it to be merely a fad that was being discussed excessively.
The reality ultimately lay somewhere in the middle. The key debate shifted from whether or not people should simply "try out" AI to how to make it genuinely helpful for their daily tasks.
The iGaming industry began utilizing AI in 2025 in a few key ways. It first aided in the technical aspects, such as monitoring systems to ensure they remained online and ensuring data flowed smoothly. Businesses also employed AI to thoroughly test their systems before releasing them to ensure that everything operated as intended and complied with regulations.
However, AI wasn't limited to tech teams. It aided in monitoring business outcomes as well. For instance, it assisted in determining how to prolong player satisfaction, improve the efficacy of advertisements, and deter fraud and cheating. AI essentially became a "must-have" tool for marketing, payment processing, regulatory compliance, and even game development.
An AI-reengineered CRM system, for example, was released by Fast Track in September with the goal of replacing human workflows with automated, real-time decision-making. Players' actions are carried out directly within the CRM, signals are interpreted, and player behavior is processed at scale by the system.
In the meantime, Better Collective unveiled Playbook, an AI-powered technology built into its sportsbooks that helps change affiliate models by automatically creating sportsbook links with the wager pre-filled and identifying bet slip images in content.
Because AI isn't always dependable and frequently makes mistakes, it may appear to be a contentious technology. It is preferable to apply AI just for certain difficulties or obvious possibilities in order to prevent these pitfalls. The proper data and systems must also be in place, and everything must be kept safe.
Without these fundamentals, investing in AI is a waste of time and money that yields little return. Ultimately, AI is mostly adept at identifying patterns, but humans are still the only ones who can comprehend the "big picture" and make ultimate decisions.
#Cybersecurity
In 2026 and beyond, artificial intelligence will continue to be a major concern, as it was in 2025. This is particularly true for companies that deal with cash and personal data. Our digital systems become more interconnected as we employ AI, but they also become more "vulnerable."
Because everything is connected online, cyberattacks no longer occur in silos; a problem in one place can swiftly spread to others. Cybersecurity was once viewed by iGaming companies as merely a "boring rule" that they had to abide by in order to obtain a license. It is now a crucial tactic for everyone. Everyone requires a solid plan to be safe, regardless of whether they are operating in the "gray market" or have a full license.
This is due to several factors, including the fact that platforms are more interconnected than ever, the volume of data is increasing, and cyberattacks are becoming increasingly sophisticated.
It is nearly impossible to accomplish all of this without adding a robust, additional layer of cybersecurity. Regulators now require businesses to do a better job of safeguarding players and maintaining the smooth operation of their businesses, as well as to adhere to stricter regulations and work hard to maintain the trust of their customers.
This is currently manifested in the iGaming industry as much stricter AML and KYC regulations, but these processes will probably change and get better this year because scammers and hackers are now attempting to evade identity checks by using deepfakes and synthetic media.
In order to effectively manage these digital challenges, it is best to have a plan in place before issues arise. Since cybercriminals frequently use phishing, deepfake voices, and social engineering to target employees, investing in team training is the best course of action. It is also critical to establish a culture that encourages employees to report errors or suspicious messages immediately.
Last but not least, adhere to the golden rule: Test everything before a real problem arises. Rather than waiting for an actual attack to test your preparedness, conduct simulations and "tabletop exercises" in which the team discusses potential solutions. You should conduct these drills for every aspect of your company, from payments and security to your support staff.
#Era of Mergers and Acquisitions
Mergers and acquisitions (M&A) are becoming increasingly common as the industry expands. The more new businesses enter the market, the more difficult it is for a business to grow organically because customers have many options. This is where acquiring or merging with other businesses comes in, helping them gain new customers, better technology, and a stronger position in the market.
Online gambling has also altered how people view mergers and acquisitions (M&A) transactions; they are no longer merely about "finding opportunities," but rather are a need that every business must eventually fulfill.
Operators utilize M&A because it helps them reach a top position that could otherwise take years to achieve on their own. This is understandable given how competitive the iGaming industry is and how the winner of this market is the one who can scale up rapidly and efficiently.
M&A transactions offer new technology and systems, such as advanced platforms, artificial intelligence capabilities, or clever data handling techniques, and they open access to new markets because you can simply purchase an operator who already has a license.
Last but not least, M&A enables large corporations to acquire game studios or business-to-business (B2B) suppliers, giving them access to exclusive products that are extremely difficult or costly to replicate. This allows companies to provide greater variety, control the finest games, and strengthen their position in the market—it's a win-win situation.
According to a SoftSwiss report, M&A transactions are currently dominating the online casino (60.8%) and sports betting (48.6%) sectors for 2026. We also anticipate significant growth in social games, casual games (39.3%), and esports (31.8%). This is because these industries need to diversify their offerings, reach new demographics, and find innovative ways to maintain player interest.
#Areas of Tactical Growth
Let's take a brief look at each of the several smaller "micro-trends" that have emerged in addition to the "big trends" that swept the entire sector in 2025 and will persist in 2026.
Microbetting
Since everything happens so quickly, players are totally focused on making snap decisions and have very little time to pause and reflect. As a result, betting on instant events, like the next play, the next serve in tennis, or a free kick, became almost as popular as AI.
Easy Games
The popularity of casual games, such as crash games, instant wins, lotteries, wheels of fortune, "mines," and others, increased significantly in 2025. The key characteristic of these games is their simplicity; you don't have to spend a lot of time learning how to play; you just need to review the fundamental rules and get started right away.
The popularity of these games increased from 5% in 2020 to 25% in 2025, and this is only the beginning, due to their ease of use, quick rounds, and compatibility with mobile devices.
In Latin America, particularly in Mexico and Argentina, casual games are immensely popular; from May to August 2025, the number of bets in this category increased by 12% each month.
Only the CIS nations can truly compete with Argentina and Mexico in Europe, and with India and Indonesia in Asia.
Combining a sportsbook and a casino
In order to satisfy the needs of players, operators increasingly attempt to integrate both online casinos and sportsbooks, increasing players' Lifetime Value (LTV) by up to 50% when compared to clients who solely wager on sports.
Formula 1 in Sports Betting
In 2025, the popularity of racing dramatically transformed sports betting. This sport is experiencing a massive surge in global interest, with over 826 million people following the races worldwide, with an average of 1.3 million people watching each race in the US alone. The number of spectators has increased by 12%.
Hollywood films contributed significantly to this, and now everyone wants to wager on racing! In addition to wagering on the season's winner, companies are now able to offer live betting and micro-markets, which allow you to wager on things like the fastest lap, pit stop times, the arrival of the safety car, or even who will lead the very next lap. This is where the "micro-betting" trend we discussed earlier really emerges.
#Where to Look for iGaming Opportunities in 2026
Choosing the best jurisdiction for an iGaming firm is a never-ending process. As 2025 made abundantly evident, some markets opened up while others closed, making it difficult to pinpoint the specific location of the greatest area to start at present time.
America is shutting "loopholes," such as sweepstake casinos; Asia is moving away from legalizing gambling; Europe is tightening its restrictions and raising their costs; and in the Middle East, new markets, such as the United Arab Emirates, are just beginning with extremely stringent controls.
It is nearly hard to find a flawless "middle ground." In Oceania, New Zealand is seeking to open up, while Australia is tightening its regulations. Africa is attempting to establish official national rules and discover new ways to collect taxes.
Since the same market can be a huge success for one organization and a complete failure for another, the only consistent piece of advice is to determine what works for your particular business objectives.
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