Optimove: Spain Expands Its Lead in Total Casino Betting Over Europe
The report reveals that Spain leads the amount of casino betting in Europe according to Optimove, with growth that surpasses Greece, Italy, and the United Kingdom over the past 12 months.
Key Takeaways
- Spain records the highest total casino betting amount in Europe, reaching $3,514 in July 2026.
- Greece leads in average deposits and sports betting, but Spain clearly dominates in casino.
- Player retention rates equalized between Italy and Spain in July 2026.
- Player activity decreased in Spain and other markets during the summer, influenced by vacations and the sports break.
Spain recorded the highest total casino betting amount among four major European markets, widening its gap from Greece, Italy, and the United Kingdom, according to Optimove's latest analysis over the 12-month period ending in July 2026. The growth of the Spanish market contrasts with the stability and slight variations in other European territories, in a context marked by seasonal changes and differentiated trends in deposits, retention, and activity.
Context of Analyzed European Markets
Optimove evaluated the dynamics of online gaming in Greece, Italy, Spain, and the United Kingdom during a 12-month cycle, considering an average of 6.2 million monthly active players. The monitoring included variables on deposits, betting volume, engagement, and retention rates, contrasting annual evolution with specific variations in July.
Increase in Total Casino Betting Amount in Spain
For most of the year, Spain maintained leadership in total casino betting volume, consistently staying above $2,900 monthly on average. In July 2026, the Spanish market experienced a significant jump, rising from $3,090 to $3,514, marking its annual peak. Greece retained second place with $2,849, while Italy ($1,728) and the United Kingdom ($1,233) remained considerably behind, consolidating the United Kingdom as the smallest market in this metric.
The general averages over the last 12 months reinforce the trend:
- Spain: annual average of $3,133
- Greece: $2,860
- Italy: $1,792
- United Kingdom: $1,206
The figures show Spain consolidating its position as the leading European market in total casino betting, significantly surpassing its continental neighbors.
Dynamics of Average Deposits in Europe
The analysis indicates that Greece held the highest average deposit amount, ranging between $515 and $618, with the peak recorded in December 2025. In comparison, Spain and Italy had similar trajectories throughout the year, while the United Kingdom showed the greatest stability and lowest fluctuations (between $220 and $283). In July, Greece regained ground, reaching $548, Spain dropped to $254 (its lowest point in 12 months), and Italy remained stable. The United Kingdom closed the month at $253.
Average Deposits in July 2026 and Annualized:
- Greece: $548 monthly; $557 average over 12 months
- Italy: $306 monthly; $311 average
- Spain: $254 monthly; $286 average
- United Kingdom: $253 monthly; $254 average
The average is calculated by dividing the total deposited amount by all players with at least one deposit.
Sports Betting: Greek Leadership and Spanish Decline
Greece led the average amount bet on sports for most of the year, peaking at $932 in October 2025 and subsequently trending downward. Spain retained the second position, although it experienced the largest monthly drop between June and July (from $608 to $509). Italy and the United Kingdom showed lower values and slight declines. The annual average places Greece at the front, followed by Spain, Italy, and the United Kingdom, respectively.
Average Sports Bets (July vs. Annual):
- Greece: $597 in July; $813 annual average
- Spain: $509 in July; $688 average
- Italy: $426 in July; $478 average
- United Kingdom: $297 in July; $354 average
The calculation considers the total sports betting amount divided by active sports bettors.
Days of Activity and Player Retention Rates
Greece maintained the highest number of days of activity per player (11.1 in July; annual average of 11.6). Spain showed a growing trend throughout the year until it dropped in July to 8, its lowest level since July 2025, partly due to summer vacations. Italy and the United Kingdom moved within narrower ranges.
In terms of retention, Greece presented the most stable rate (83%). Italy and Spain tied in July at 80%, closing a historic gap. The United Kingdom slightly decreased to 76%. Retention measures the percentage of bettors who remain active month after month.
Seasonal Factors and Retention Convergence
The report highlights the influence of seasonality: during July, the amounts wagered on sports decreased across all four markets, associated with both the break of European leagues and the end of the football World Cup. Greece demonstrated notable stability in retention, while Italy and Spain converged, reflecting changes in user behavior following sports events and vacations.
“Retention rates equalized between Italy and Spain in July, closing a gap that had been significant earlier in the year,” stated Optimove's analysis.
Interpretation of Figures for Operators and B2B Suppliers
These indicators provide a concrete reference for operators, investors, and B2B solutions providers assessing the evolution and segmentation of the European casino market. Spain stands out for the value of casino bets, while Greece dominates in deposits and sports betting. The identified trends can support decision-making in retention campaigns, seasonal planning, and adjusting offerings according to local preferences.
In summary, Optimove's study reaffirms Spain's leadership in the casino betting segment, with relevant variations in retention and engagement, given the nuances imposed by seasonality and the European sports calendar.
Frequently Asked Questions
Which European market led in total casino betting in 2026?
Spain topped the ranking with an amount of $3,514 in July 2026, solidifying its position as the leading European market in this metric, surpassing Greece, Italy, and the United Kingdom.
How did average deposits evolve in major markets?
Greece maintained the highest average deposits throughout the year, reaching $548 in July, while Spain dropped to $254, its annual low according to Optimove.
What trend was observed in player retention mid-2026?
The player retention rate in July 2026 was equal for Italy and Spain (80%), while Greece recorded a more stable retention at 83%.
How did seasonality affect sports betting in July?
Sports betting dropped across the four markets, with a significant decrease in Spain, associated with summer vacations and the pause in football competitions.
What can B2B operators learn from this data?
They can adapt campaigns and products based on Spain's leadership in casino and the seasonality impacting deposits, retention, and preferences in key markets like Greece and Spain.
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About the author
Gonzalo Marín
Industry Deals Correspondent
Gonzalo Marín covers the corporate deal flow of gambling — operator strategy, M&A, regulated-market entries, and product launches. The reports open with the transaction, cite companies, valuations, and jurisdictions exactly as released, and keep the announcement apart from its actual effect. When a Latin American operator raises capital or a European brand lands in the region, Gonzalo Marín reports who signs, for how much, and on what terms.
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