Optimove: Retention rebounds across Europe in September 2026

Retention rebounds in September 2026, according to a new Optimove analysis that covers Greece, Italy, Spain and the United Kingdom. The study, spanning the 12 months to September 2026 and averaging 6.2 million active players per month, shows retention recovering across all four markets after an expected post-World Cup lull in August. Optimove reports rises in sports betting amounts in several markets, steady deposit levels and increased activity days in most countries.

What Optimove measured and the dataset

Optimove’s report tracks five metrics: average deposit amount, average total monthly casino betting amount, average total monthly sports betting amount, average number of activity days per active player, and average active customer retention rate. The dataset covers the 12 months ending September 2026 and is based on an average of 6.2 million active players per month across the four markets analysed.

Average deposit amount by market and September figures

Greece led the region on average deposit amount throughout the 12-month window. Deposits in Greece ranged from $515 in June to a peak of $618 in December 2025, roughly double the level seen in the other three markets. Italy remained in a narrow band between $295 and $334. Spain hit a low of $254 in July before recovering to a 12-month high of $324 in August. The United Kingdom climbed from a low of $220 in April to $283 in May and stayed above its 12-month average from August onward.

In September deposits were close to August levels in every market: Greece fell slightly from $580 to $577; Italy from $308 to $302; Spain decreased from $324 to $309 (a 4.6% decline that remained above Spain’s 12-month average of $292); and the UK grew marginally from $279 to $281.

Countries’ overall deposit averages (September 2026 and 12-month trailing average):

• Greece: September 2026 $577; 12-month trailing average $561

• Italy: September 2026 $302; 12-month trailing average $312

• Spain: September 2026 $309; 12-month trailing average $292

• UK: September 2026 $281; 12-month trailing average $257

Optimove defines average deposit amount as the total sum of all deposits divided by the number of sports and casino bettors who made at least one deposit.

Casino betting amounts and September movements

Spain recorded the highest casino bet amounts every month, with a 12-month trailing average of $3,188, followed by Greece at $2,854. Italy occupied the middle tier, ranging between $1,598 and $1,874. The UK ranged from $1,097 in November to $1,405 in May.

September produced a modest pullback in most markets: Spain decreased from $3,511 to $3,376, Greece from $2,971 to $2,909, and the UK from $1,321 to $1,232. Italy was the exception, rising 4.2% from $1,681 to $1,751. Greece, Spain and the UK all remained above their 12-month averages at month end.

Countries’ casino bet averages (September 2026 and 12-month trailing average):

• Greece: September 2026 $2,909; 12-month trailing average $2,854

• Italy: September 2026 $1,751; 12-month trailing average $1,759

• Spain: September 2026 $3,376; 12-month trailing average $3,188

• UK: September 2026 $1,232; 12-month trailing average $1,222

Optimove defines average total monthly casino bet amount as the total sum of all casino bets divided by the number of bettors who placed at least one casino bet.

Sports betting momentum and cross-sell opportunity

Sports betting amounts recovered in September after dipping in June and July, when domestic seasons ended and the World Cup diluted month-on-month averages. Greece’s total sports betting amount rose 7.5% from $756 in August to $813 in September, moving back above its 12-month average of $802. Spain grew from $706 to $726. The UK held steady at $345, exactly in line with its trailing average. Italy dipped slightly from $448 to $441.

Countries’ sports betting averages (September 2026 and 12-month trailing average):

• Greece: September 2026 $813; 12-month trailing average $802

• Italy: September 2026 $441; 12-month trailing average $471

• Spain: September 2026 $726; 12-month trailing average $695

• UK: September 2026 $345; 12-month trailing average $345

Optimove highlights that sports-led promotions and cross-sell journeys can be used to convert returning bettors into casino customers as domestic league seasons restart. Operators looking to act should consider sports calendars when planning promotional spend and cross-sell flows between sports and casino.

Activity days and retention recovery

Greek players were the most active across the period, ranging from 11.0 days in February to 12.4 days in December 2025. Spain ranged from 8.0 days in July to 9.8 in March. The UK moved between 7.4 days in April and 9.1 in December, while Italy stayed between 7.5 and 8.4 days.

Activity days rose in three of four markets in September: Spain increased from 8.3 to 9.0 days, Italy from 7.6 to 8.0, and the UK from 8.5 to 8.7. Greece was broadly stable, moving slightly from 11.3 to 11.2. Italy and the UK moved above their 12-month averages; Greece and Spain remained close to theirs.

Countries’ activity-day averages (September 2026 and 12-month trailing average):

• Greece: September 2026 11.2; 12-month trailing average 11.6

• Italy: September 2026 8.0; 12-month trailing average 7.8

• Spain: September 2026 9.0; 12-month trailing average 9.1

• UK: September 2026 8.7; 12-month trailing average 8.4

Average activity days are calculated as the total number of activity days divided by the number of casino and sports bettors who had at least one activity day.

Active customer retention rate: the headline recovery

Retention was steady for most of the 12-month period, with Greece leading between 80% and 85% and Italy holding between 78% and 83%. Spain and the UK showed larger swings: Spain dipped to 57% in August and the UK to 66% in May, driven by casual players who joined during the World Cup becoming less active.

September produced a regional recovery: Spain rose from 57% to 80%, matching its 12-month high; the UK climbed from 69% to 79%; Greece improved from 80% to 83%; and Italy moved from 78% to 81%. Spain, Italy and the UK finished above their 12-month averages.

Countries’ retention rates (September 2026 and 12-month trailing average):

• Greece: September 2026 83%; 12-month trailing average 84%

• Italy: September 2026 81%; 12-month trailing average 80%

• Spain: September 2026 80%; 12-month trailing average 76%

• UK: September 2026 79%; 12-month trailing average 77%

Optimove defines active retention rate as the percentage of casino and sports bettors who were active in the preceding month and remained active in the current month.

What operators should take from the data

The report suggests a clear seasonal impact from the World Cup on August metrics and a rebound in September as domestic seasons resumed. Sports betting grew for a second consecutive month in Greece, Spain and the UK, presenting a timing window for sports-led acquisition and cross-sell. Deposits stayed broadly stable across markets while operators saw rising engagement in Italy, Spain and the UK.

Oliver Grant, Industry Technology Correspondent, says the dataset gives operators a month-by-month view they can use to align promotional calendars, customer journeys and retention-focused communications with league restarts and other sports events.