Optimove: retention in Europe rebounds in September after August drop

Optimove published a report covering 12 months to September 2026 and records an average of 6.2 million active players per month; retention rose again in September across the four markets studied after the expected August decline following the World Cup. The study covers average deposit amounts, total monthly bets in casino and sports, days of activity per active player and the average active retention rate in Greece, Italy, Spain and the United Kingdom.

## Retention and regional recovery: optimove retention september 2026

The standout metric is the recovery in retention in September. The four markets — Greece, Italy, Spain and the United Kingdom — rebounded after the August dip linked to the World Cup’s effect on casual player activity. Spain moved from 57% in August to 80% in September; the United Kingdom rose from 69% to 79%; Greece increased from 80% to 83% and Italy from 78% to 81%.

The 12-month averages Optimove reports for September are: Greece 83% (12-month average: 84%), Italy 81% (12-month average: 80%), Spain 80% (12-month average: 76%) and the United Kingdom 79% (12-month average: 77%). Optimove’s definition of active retention rate is the percentage of casino and sports bettors who were active in the previous month and remained active in the current month.

## Deposits and player behaviour by market

Optimove calculates average deposit amount by dividing total deposits by the number of casino and sports players who made at least one deposit. Greece led the region over the period. Its deposits ranged from $515 in June to a peak of $618 in December 2025; in September Greece fell slightly from $580 to $577. Italy remained in a narrow band, at $302 in September (12-month average $312). Spain hit a low of $254 in July and reached $324 in August before moderating to $309 in September — a 4.6% drop versus August but still above its $292 average. The United Kingdom was the only market to grow in September, from $279 to $281.

Countries — average deposit amount (September 2026 / 12-month average):

• Greece: $577; 12-month average $561

• Italy: $302; 12-month average $312

• Spain: $309; 12-month average $292

• United Kingdom: $281; 12-month average $257

## Casino and sports betting: trends and key figures

Optimove defines average monthly casino bet as the sum of all casino bets divided by the number of casino bettors who placed at least one bet. Spain maintained the highest casino bet amounts in the bloc over 12 months, with a moving average of $3,188; Greece followed with $2,854. Italy sat in an intermediate range between $1,598 and $1,874, and the United Kingdom swung from $1,097 to $1,405.

In September there was a slight contraction in most markets: Spain fell from $3,511 to $3,376; Greece from $2,971 to $2,909; the United Kingdom from $1,321 to $1,232. Italy was the exception, rising 4.2% from $1,681 to $1,751. September versus the 12-month average reads: Greece $2,909 (average $2,854), Italy $1,751 (average $1,759), Spain $3,376 (average $3,188), United Kingdom $1,232 (average $1,222).

For sports betting, Optimove uses total sports bets divided by the number of sports bettors. Greece led with $813 in September and a 12-month average of $802; its peak was $932 in October 2025 and it fell to $596 in June 2026 when the domestic season ended and the World Cup diluted the average. Spain grew to $726 in September (average $695), after falling to $509 in July. Italy recorded $441 in September (average $471) and the United Kingdom held at $345 in line with its average.

## Player activity: days active and how they evolved

Optimove measures days of activity as total days with activity divided by the number of casino and sports bettors with at least one active day. Greece was consistently the most active market: between 11.0 days in February and 12.4 in December 2025; in September Greece stood at 11.2 days (12-month average 11.6). Spain rose from 8.3 to 9.0 days in September; Italy moved from 7.6 to 8.0 and the United Kingdom from 8.5 to 8.7. After September, Italy and the United Kingdom were above their 12-month moving averages.

Average days of activity (September 2026 / 12-month average):

• Greece: 11.2; average 11.6

• Italy: 8.0; average 7.8

• Spain: 9.0; average 9.1

• United Kingdom: 8.7; average 8.4

## Operational implications and tactical opportunities

Optimove highlights two actionable readings for operators: first, the football calendar drove renewed interest in sports betting in September in Greece, Spain and the United Kingdom, with sports amounts growing for a second consecutive month in those markets; second, the combination of rising days of activity and stable deposits suggests returning customers after the World Cup showed more engagement, not necessarily higher spend per deposit.

Operators can capitalise on domestic-league seasonality with sport-focused promotions and cross-sell flows that guide recurring bettors toward the casino. For B2B readers, this connects to product and commercial campaign priorities in the final quarter. See more analysis in our b2b section or the news overview in news to map activation calendars.

"Retention recovered in September shows the post-World Cup effect was temporary and that reactivation is linked to the start of domestic leagues," the Optimove report states.

The report’s figures provide an empirical basis to plan acquisition and retention budgets through year-end. For product and CRM teams, the operational message is clear: prioritise journeys that convert higher activity into sustained value.