The iGaming industry grows quickly worldwide, but it also has strict regulations and an overwhelming number of companies competing for customers. Researching regularly is not something optional — it’s a necessity. Companies need market research to see upcoming trends and changes in regulations, adapt to new technology, and seize emerging opportunities. Without ongoing analysis, businesses risk falling behind in an industry where innovation and agility are critical to success.

This article draws on the expertise of Julia Panina, Head of Product Marketing at EvenBet Gaming, who headed the 2024 iGaming analysis project providing a comprehensive overview of the industry’s current landscape. This text is just a glimpse of the useful data you can find in the full report. Based on in-person surveys of over 350 industry professionals conducted at major events, EvenBet’s research offers a globally representative perspective on the sector’s most pressing issues, trends, and challenges. Research Methodology

2024 iGaming analysis uses a robust research methodology to gather feedback through face-to-face meetings with industry professionals at field events. We collected data from 353 participants at five key industry events — ICE, SiGMA Asia, iGB Live, SBC Summit Lisbon, and SiGMA Europe — to create a diverse and accurate representation of the industry. The research covers industry developments from January 1st to November 14th 2024 to create a complete picture of the iGaming industry.

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The participants answered a series of multiple-choice questions and also shared their thoughts in free-form answers. Our research method combined quantitative and qualitative data to provide deeper insights into the challenges, trends, and opportunities shaping the iGaming sector.

The respondents represented a broad spectrum of the iGaming ecosystem:

In 2024, companies shifted their focus to different markets: Europe maintained its leadership with 28% while Asia came in second with 25%. Latin America took 18% of the market share, while the USA & Canada and Africa featured 12% each. Companies in Australia & Oceania made up only 3% of the market.

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In terms of professional roles, CEOs led the group with 31% of responses, while sales representatives and technical specialists followed at 22% and 17% respectively. The mix of professional roles and geographic areas ensures that the findings are both comprehensive and actionable, reflecting the perspectives of decision-makers and experts across the industry.

Now, let’s explore the key findings from her 2024 analysis and their implications for iGaming stakeholders.

Regulatory Challenges Dominate the Landscape

Regulation and compliance are the top concerns for iGaming professionals, with 19% of respondents citing it as their biggest challenge. The fragmented nature of regulations across different GEOs causes heavy workloads for operators, who must navigate several legal frameworks.

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Key Regulatory Changes in 2024

United Kingdom:

• Introduced stricter financial checks, deposit limits, and mandatory player surveys.
• Enhanced Due Diligence (EDD) required for players depositing over £25,000 annually.
• New slot betting limits: £5 per spin for players over 25, £2 for those under 25.
• Quarterly tax declarations now mandatory for operators.
• Online gambling taxes likely to double soon.

United Arab Emirates (UAE):

• Established the General Commercial Gaming Regulatory Authority (GCGRA).
• Operators and senior executives must apply for licences across the 7 emirates.
• The first licence issued to “The Game” for lottery activities, signalling the start of regulated gambling.
• Warnings issued against unlicensed operators, emphasising fraud risks and legal consequences.

United States:

• Plans to launch a National Self-Exclusion Program for responsible gaming.
• States like Illinois introduced progressive tax rates (20%–40%) for online bookmakers.
• Federal bill under review proposes:
  • State applications to the Department of Justice for regulated betting markets.
  • Advertising bans from 8 a.m. to 10 p.m., restrictions on microbets, and credit card use for deposits.
  • Prohibition of AI for tracking player habits and limits on daily deposits (maximum 5 per day).

The report also covers the most significant legislation changes in Thailand, the Philippines, Brazil, and Curaçao, alongside updates from other key regions. Check out the full analysis for a comprehensive overview.

Technological Advancements Drive Innovation

The research shows that 21% of respondents now use personalised customer experiences and 18% have implemented AI and machine learning to improve player interactions and business operations.

New game mechanics and designs are also a priority, with 19% of respondents focusing on creating innovative content to stay ahead of the competition. European iGaming leaders are showing strong interest in blockchain technology as 14% of them explore its potential applications.

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Expert insight:

“AI is used to personalise content, analyse player behaviour, and prevent fraud. This results in more adaptive and safer gaming environments. VR technologies and the concept of the metaverse are gradually integrating into online gambling, providing players with more immersive experiences. However, high costs and technical limitations are holding back the widespread adoption of these technologies.” Dmitry Starostenkov, CEO of EvenBet Gaming

Main Trends in Technology in 2024

AI and Machine Learning take centre stage: AI and ML stood at number three in the list of priorities, with 18% of companies adopting these technologies. AI helps companies deliver customized services while making their operations more effective.

Regional focus: CEOs in Asia lead the way with AI and machine learning technology implementation at 29%, the research showed. 21% of companies focus their efforts on creating unique experiences for their customers. European leaders prioritise customer experience customisation at 25% while AI and machine learning receive 20% of their focus. This regional divergence highlights differing priorities in technological adoption across the iGaming industry.

Blockchain gains traction in Europe: European CEOs demonstrate a stronger interest (14%) in blockchain technology than their Asian counterparts (7%) likely because Asian markets adopted it earlier.

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Limited adoption of VR and Metaverse: Asia’s iGaming companies use these technologies more often than their European counterparts by 7% to 3%. These technologies create deep immersive experiences, but expensive setup and performance issues prevent them from reaching many users.

Content innovation remains paramount: online operators take the lead (23%) by creating fresh game mechanics to compete effectively in the market. Land-based operators put equal emphasis on creating new mechanics and new designs at 22% each. The providers work directly with operators to create fresh game mechanics and design elements that meet customer preferences (21% of their efforts). This shared emphasis on content innovation highlights its critical role in driving player engagement and market differentiation.

Personalisation drives engagement: personalisation stands as the leading priority for all regions, with 18% of companies already using these methods. Payment providers take the lead with 33% in this area, while affiliates follow with 19%.

Expert insight:

“I have noticed a couple of changes compared to the previous year: the focus in innovation adoption has shifted from mobile platforms and online casinos to actively implementing artificial intelligence (AI) to enhance the user experience.

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Another is a stronger emphasis on responsible gaming. While this topic received less attention last year, it has become a top priority in 2024 due to the increase in addiction cases and pressure from regulators.” Dmitry Starostenkov, CEO of EvenBet Gaming

Talent Acquisition and Retention Challenges

CEOs in iGaming struggle to find qualified professionals for their teams, which ranks as the third most pressing concern with 13% of the votes. Finding local experts who match both professional standards and company dedication proves challenging in emerging markets.

Interestingly, Affiliates stand out as leaders in three challenge categories: Competition, Adaptation to new markets, and Fraud.

Many companies face difficulties because people claim local market expertise without proper qualifications. Many candidates, especially in African markets, seem skilled but cannot fulfil their commitments. To address this, companies now set up physical offices in new markets while sending parent company representatives to these locations. However, finding suitable employees who will move to new locations and adjust to different environments makes the hiring process even more challenging.

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How to Attract Top Talent in iGaming

To hire top iGaming professionals, a company needs more than just competitive salaries. The survey revealed that both high salaries and working for a dynamic and expanding company equally motivated job-seekers (19% of respondents). People in this quick-paced industry want to develop their skills while creating new ideas and helping their company succeed and change.

Brand recognition holds importance for 17% of respondents but does not determine their final decision. Employers need to show potential hires the existing team dynamics, growth opportunities, and available support at work. The survey results show that 16% of respondents prefer the option to work remotely because more people now seek workplace flexibility.

However, there’s a gap between what CEOs perceive as attractive and what employees truly value. CEOs understand the need for a professional and supportive team (28%), but they place too much weight on brand recognition (20%) and too little importance on competitive salaries (17%). To bridge the gap, companies need to match their recruitment messages with what employees want by showing both good pay and opportunities for growth and creativity.

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What Can We Expect in 2025?

The iGaming sector will experience major changes in 2025, driven by technological advancements, evolving regulations, and shifting market dynamics. For this section, we have condensed the expert predictions into bite-sized insights.

Diversity and Inclusion Take Center Stage
More women and people from different backgrounds will take leadership and technical roles in iGaming, which brings more innovation and inclusivity in a traditionally male-dominated industry.

Technological Innovation Drives Growth
AI technology and blockchain will help companies deliver customised gameplay, while machine learning and blockchain will protect player data and payments. Developments in game mechanics and bot detection technology will help multiplayer platforms work better.

Expansion into Emerging Markets
Businesses will expand into Latin America Africa and the UAE while hiring local talent and following new regional regulations and licencing rules.

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Regulatory Adaptation and Compliance
Flexibility in responding to new regulations will be essential to avoid penalties and maintain licences. Compliance experts will be in high demand to navigate these changes.

Shift in Marketing Strategies
Public and private events will stay the key marketing channels, but vendors must choose their events carefully because of rising competition. B2B businesses will use omnichannel marketing combined with AI personalisation and share thought leadership content.

Talent Acquisition and Retention
Companies will need more tech and compliance experts, while placing greater emphasis on hiring employees who can communicate and solve problems effectively. Companies will focus on keeping their employees by providing career growth opportunities alongside creating welcoming work environments and promoting employee well-being.

Localisation and Customer Experience
Companies need to create content that matches local preferences and run market-specific offers alongside culturally relevant marketing to win trust and customer loyalty in both emerging and traditional markets.

Consolidation and Collaboration

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Smaller operators will partner with bigger networks to streamline operations and stay competitive, while brands will make focus on creating seamless customer experiences across all channels.

Best Practices and Takeaways

Based on Julia’s analysis, here are some actionable recommendations for iGaming stakeholders:

1. Understand regulatory frameworks: Research current and future requirements in the industry. Companies that enter the market first, as happened in Brazil, earn advantages before official legalisation takes effect.
2. Comply with marketing rules: Learn the specific rules that control marketing in your target area. Brazil bans gambling ads that promise fast and easy money.
3. Evaluate marketing budgets: Assess the budget required for your target market while using cash flow from existing regions to fund new projects.
4. Leverage local insights: Team up with local organisations and cultural experts to design marketing plans that work for each region. Test your localised content with native speakers to prevent cultural errors.
5. Hire local talent: Hire local experts who are genuinely invested in your company’s success. Working with local businesses simplifies market entry and helps you meet regulatory requirements.
6. Choose effective communication channels: Determine which channels work best for your business, such as WhatsApp in Colombia or roadside ads in some African countries.
7. Analyse competitors: Study how much competitors invest in their business and what market share they control. For example, the U.S. landscape shows how a few operators hold 80% of the market. Invest in proper research to avoid overestimating your entry chances.
8. Adapt your brand: Make sure your brand name connects with local customers. Develop a new brand identity that stands apart from any negative associations.
9. Customise your product: Adjust your product to match local market requirements. Study the audience profile, choose appropriate colours and game types, as well as use native languages and local payment methods.
10. Build Trust Through Support: Build complete customer support systems that use physical locations and local call centres when necessary. Build lasting relationships with customers instead of seeking fast returns.

Conclusion

EvenBet Gaming’s Head of Product Marketing Julia Panina conducted a thorough 2024 iGaming market study that features a comprehensive overview of the industry’s current state and future direction. From regulatory challenges and market shifts to technological innovations and talent acquisition, the insights from this research are invaluable for anyone looking to succeed in the iGaming sector.

Please note that the full report goes beyond the scope of this brief summary: actionable data, technical information, and expert commentary. Download the full document to see the full picture of the iGaming industry.

At EvenBet Gaming, we are committed to staying at the forefront of industry trends, and Julia’s work is a testament to that. As we look ahead to 2025, we are excited to continue supporting our partners and clients with innovative solutions and data-driven strategies.

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From January 20 to 22, 2025, the Fira Barcelona Gran Via became the global hotspot of the gaming industry as part of ICE 2025. As the largest exhibitor, NOVOMATIC set new standards with an unprecedented product variety, an outstanding booth design and a unique visitor experience that was unmatched at ICE. In addition to NOVOMATIC’s comprehensive 360° portfolio, numerous subsidiaries and technology partners – such as NOVOMATIC Spain, NOVOMATIC Gaming UK, NOVOMATIC Italia, LÖWEN ENTERTAINMENT, APEX and Ainsworth Gaming Technology – showcased their latest products. A dedicated area for visitors from Latin America was a particular highlight this year, underscoring NOVOMATIC’s commitment to addressing regional market needs with tailored solutions.

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Next-Level Gaming: Linked Progressives, Multiple Feature Games, and Game-Mixes

NOVOMATIC captivated audiences at ICE 2025 with remarkable gaming content, premiering several new Linked Progressives and Multiple Feature Games. A standout highlight was XTENSION LINK Evolution, which created a buzz with two enticing new titles – Mighty Squad and Fu Flow. These Multiple Feature Games impress with engaging gameplay and innovative mechanics, delivering an unrivaled gaming experience. Volumes 3 and 4 of the popular XTENSION LINK were also introduced, each featuring 12 thrilling titles packed with engaging features such as Expanding Reels, Golden Spins and the Xpress Feature, ensuring maximum entertainment for players. On the NOVO LINE platform, the new Multiple Feature Game RISING TREASURES made its grand debut, offering five compelling titles packed with attractive features such as Free Games, Xtra Spins and Prize Upgrades. The Impera ProLink enthralled visitors with four new titles, including the legendary Book of Ra ProLink, delivering cutting-edge gameplay with features like Mega Spins, Double Reels and Chain Reaction. The event reached epic proportions with the launch of the EPIC GOLD Jackpot, an exclusive selection of five GOLDEN titles that introduce an additional Progressive Jackpot Level – the EPIC – offering thrilling new winning opportunities. And the NOVOMATIC classic Gaminator is receiving a stunning modern update with the launch of the GAMINATOR X5. This highly customisable mix features a total of 66 game titles across seven packages, offering unequaled flexibility to casino operators by enabling them to tailor the product precisely to the needs of their guests.

Global Excellence: NOVOMATIC Wins Four Prestigious Awards

ICE 2025 was accompanied by several award ceremonies, where NOVOMATIC reaffirmed its leading position in the gaming industry by securing four leading awards. At the European Casino Awards 2025, NOVOMATIC triumphed in three key categories: The V.I.P. X Galaxy 2.65 was honoured as the Best New Innovative Product; The NOVO CASH Casino Master secured the award for Best Cash Handling Product; and the company’s sustainability strategy was recognised with the Sustainability Initiative Award. In addition to this, NOVOMATIC received the highly coveted ICE Landmark Award 2025 in honor of its unwavering commitment to innovation, excellence and leadership in the gaming industry.

The Executive Board of NOVOMATIC AG Group said: “The premiere of the ICE in Barcelona in 2025 was an outstanding success and the perfect start to NOVOMATIC’s 45th anniversary year. The overwhelmingly positive feedback from our customers and partners clearly confirms our position as Europe’s leading gaming technology group with outstanding innovations and cutting-edge products. We are particularly proud of the four internationally renowned awards that recognize our continuous commitment to excellence in this industry. Our special gratitude belongs to our more than 25,000 dedicated employees, whose tireless efforts have made this success possible.”

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Thomas Schmalzer, VP Global Sales and VP Product Management NOVOMATIC AG, said: “ICE 2025 was, for us, one of the greatest and most successful shows ever. Not only did we exhibit at one of the best booths we have ever had, but we were also able to launch one of the largest ranges of products from gaming equipment to fascinating new game titles and jackpot families. This underscores our innovation and technology leadership in the industry. We are excited about rolling out our latest products in markets globally and ICE 2025 confirmed to us that our solutions are perfectly in tune with player preferences and customer demand. We would like to express our sincere gratitude to our customers and partners for their trust and the excellent collaboration.”

CT Interactive has appointed Todor Botsev as its Business Development Manager for ЕМЕА and Аsia.

With over 16 years of experience in the dynamic and rapidly evolving casino industry, Todor specialises in online and offline business operations. His career has encompassed a variety of roles and responsibilities, including managing online and offline casino operations, optimising gaming platforms and developing strategic business initiatives.

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