Spain Expands Lead in European Casino Betting, Optimove Data Shows

Spain recorded the highest monthly casino betting amount among the four tracked European markets in July 2026, sharply widening its lead over Greece, Italy, and the UK, according to Optimove’s latest iGaming performance report. The analysis covers a 12-month window to July 2026, reviewing markets in Spain, Greece, Italy, and the United Kingdom, and draws on an average active monthly player base of 6.2 million.

Casino Betting Amount Surges in Spain

The headline outcome from Optimove’s dataset is Spain’s sustained growth in casino betting. Throughout most of the year, Spain’s players consistently posted average monthly casino betting amounts above $2,900. July 2026 marked a significant jump, with Spain reaching $3,514—its highest figure in the observed period. The 12-month average for Spain stood at $3,133, making it the leading market on this metric.

Greece maintained a stable second position, ending July at $2,849 and holding a trailing 12-month average of $2,860. Italy and the United Kingdom remained further behind, with Italy at $1,728 for July (12-month average $1,792) and the UK posting $1,233 (12-month average $1,206). The UK was consistently the smallest market by average casino betting.

Greece Leads Deposits and Retention Metrics

While Spain’s casino betting growth was the most notable movement in July, Greece continued to post the highest average deposit amounts across the year. During the 12 months, Greece’s monthly average deposit per player ranged from $515 to $618, peaking in December 2025. In July, Greece rebounded from a dip, climbing from $515 in June to $548. Its 12-month average stood at $557, outpacing Italy ($311 average), Spain ($286 average), and the UK ($254 average).

Retention rates in Greece remained the region’s most stable. The market held an 83% active player retention rate for July, matching its 12-month average. Italy and Spain saw convergence in July, both reaching an 80% retention rate after fluctuating earlier in the year.

"Retention rates in Greece have shown impressive stability, rarely falling below 82% during the full 12-month period," the report noted.

The UK lagged behind, finishing at 76% retention in July versus a 77% 12-month average.

Sports Betting Activity Reflects Seasonal Downturn

Sports betting amounts fell across all four markets in July, coinciding with the summer holiday period and a pause in major football competitions. Greece, which consistently led this metric over the period and peaked at $932 in October 2025, posted $597 in July. Spain experienced the steepest month-over-month drop, falling from $608 in June to $509 in July. Italy and the UK registered further, more modest declines, to $426 and $297 respectively.

These numbers resulted in 12-month averages for Greece of $813, Spain $688, Italy $478, and the UK $354. Spain’s sharp July drop contributed to its lowest monthly sports betting figure since the start of the reporting period.

Player Engagement: Activity Days and Market Patterns

Greece again led for average player activity, with users active 11.1 days on average in July (12-month average 11.6). This placed Greek players well above both Spain (8.0 days in July; average 9.0), the UK (8.1; average 8.5), and Italy (7.6; average 7.8). Spain had trended upward in activity days throughout most of the period before dipping sharply in July – likely due to summer vacations, as the report suggests.

Definitions used by Optimove standardised each metric by considering only bettors who had participated in at least one relevant activity (deposit, bet, or active day) per period. Across these measures, Greece retained leadership in deposit and engagement, Spain dominated casino betting, and Spain's seasonal player withdrawal was illustrated clearly in the activity day metric.

Retention Rate Trends Across Major EU iGaming Markets

Active retention rates converged in July between Italy and Spain, both landing at 80% after previous volatility. Greece, by contrast, maintained a stable performance, consistently at or above 83% throughout the year. The UK trailed at 76% in July. The data point to a narrowing of player retention differences between the Mediterranean markets, with more fluctuation month-to-month seen outside Greece.

"Spain showed the widest month-to-month swings of the cluster, while Greece sustained the region’s most reliable retention pattern," Optimove commented.

Conclusion: Implications for European iGaming Operators

Operators in the European online gaming sector will note that Spain is consolidating its position as the market with the strongest casino betting activity, while Greece continues to lead on deposit and retention measures. The summer period underscored the impact of seasonal factors on sports betting spend and engagement, particularly evident in Spain’s activity day and sports betting data. These granular breakdowns by Optimove provide insight for operators and vendors considering market-specific acquisition and retention strategies. For further regulatory context, see our dedicated section on European regulation.