Optimove: Player Retention Falls in Europe in August, but Activity Among Existing Players Increases

Optimove's data shows that in August 2026, the retention of active customers in casinos and sports betting fell across major European markets. However, existing players intensified their activity, and the average amounts of deposits and bets increased compared to July. This trend is attributed to both seasonal factors, such as the pause in leagues and the withdrawal of casual users post-World Cup, and operators' efforts to boost engagement among their established base.

Evolution of Retention and Activity According to Optimove

According to Optimove's analysis of an average of 6.2 million active players per month in Greece, Italy, Spain, and the United Kingdom, retention dropped across the board in August. The report attributes this decline to summer vacations and the lack of interaction from occasional users after the World Cup. Despite this, key value indicators—deposits, bets, and active days—improved, signaling greater engagement from regular players.

• Greece maintains the highest annual retention rate at 84%, although it fell to 80% in August.
• Italy stands at an annual average of 81%, closing August at 78%.
• Spain and the United Kingdom show the lowest values: 78% and 77% annually, dropping to 57% and 69%, respectively, in August.

"The activity of existing players has driven the increase in betting despite the widespread decline in retention." (Optimove)

Trends in Deposits and Bets: Market Analysis

The report segments two lines of spending: average deposited amount and amounts bet on casinos and sports.

Average Monthly Deposits

• Greece leads with an annual average deposit of $558, increasing to $580 in August.
• Italy and Spain are close: $309 and $287 annual average; in August, Italy reported $308 and Spain jumped to $324 (a 28% increase compared to July).
• United Kingdom remains the lowest spending market, with an annual average of $255 and $279 in August.

Optimove's definition includes the total deposits divided by all bettors who made at least one transaction.

Casino Betting

• Spain leads in spending: $3,142 annual average compared to $3,511 in August, the highest for the period.
• Greece reports $2,843 annually, rising to $2,971 in August.
• Italy presents $1,767 annually, dropping slightly to $1,681 in August.
• United Kingdom: $1,207 annual average and $1,319 in August.

The figures show stability with slight increases in Greece and the United Kingdom, while Italy declines.

Monthly Sports Betting

• Greece leads the annual average with $813, although it slightly decreased to $756 in August.
• Spain rose from $509 in July to $706 in August, an increase of 39%.
• Italy remains unchanged at $472 annually, $448 in August.
• United Kingdom at $348 annually, reaching $343 in August.

The methodology consists of dividing the total amount bet among those who made at least one bet of each type.

Active Days: Greece Outperforms Others

The indicator of active days per player also shows notable differences:

• Greece: 11.6 annual average days, 11.3 in August,
• Italy: the lowest value with an annual average of 7.8 and 7.6 in August,
• Spain: 9.2 annually, 8.3 in August,
• United Kingdom: 8.4 annually and 8.5 in August.

Compared to July 2026, all markets—except Italy—see slight increases in active days.

Retention: Meaning and Implications for Operators

Optimove defines the active retention rate as the percentage of players who remain active from one month to the next. The results from August show a more pronounced decline in retention in Spain (from 80% to 57%), while the United Kingdom decreased from 76% to 69%. Greece and the Italian market show smaller declines (from 83% to 80% and from 80% to 78%, respectively).

This trend, combined with the uptick in activity from established players, suggests that operators should focus their strategies on loyalty programs and campaigns aimed at retaining activity after the summer and major events like the World Cup.

"The observed pattern in Europe underscores the need to strengthen loyalty, combining the current drive of sports betting with retention actions to transform August's activity into sustained engagement," states Optimove's report.

Recommendations and Context for Operators

The data published by Optimove warns of the dependency of operators on regular players and the volatility of retention after global sports events and holiday periods. The technical and commercial priorities for the autumn would be:

• Implement loyalty and reactivation campaigns post-summer.
• Segment analysis of behavior between casino and sports betting.
• Monitor average spending and active days to plan bonuses and specific communications.

Both investment in advanced CRM tools and the integration of cross-sectional analysis should be considered priorities to capture the maximum value from existing players and mitigate future retention declines (see B2B section).