Beyond the UK: Emerging Online Casino Markets You Should Know About
Over time, online casino play has risen in popularity and demand. In countries all around the world, players are starting to get wind of the online casino wave and are looking to ride it. It is not at all surprising that more countries and governments want to legalise the playing of online casino classics such as poker, slots, blackjack, and roulette, considering the revenue the industry brings in for countries where online gambling is more established.
The United Kingdom had a Gross Gambling Yield (GGY) of £4 billion in 2023, with a projected revenue of £11.01 billion for this year (2024). These eye-watering figures are the reason why countries are starting to pay more attention to the online casino industry. Although there are many established markets around the world, plenty of countries and economies are still looking to break through the online casino door.
Let’s have a look at some of them!
Netherlands
Since 1st October 2021, online gambling has been legal in the Netherlands, and over the years, it has been on a steady growth. The steadily growing interest is represented by the €1.388 billion GGR in 2024, a 28% rise from 2022. Furthermore, more than one million users were recorded this year for the first time in Dutch history. The path is now clear for Dutch players to wager money in online casinos, and judging by the trajectory it is currently on, it could prove very beneficial to the Dutch economy in the future.
Germany
As a European country with a strong economy and a major player in world politics, it is somewhat surprising that Germany only recently opened its virtual doors to online casinos. Like the Netherlands, Germany also legalised online casino play in 2021 (July), when a new Interstate Treaty on Gambling (ISTG) came into effect. Licenses are issued by the Gemeinsame Glücksspielbehörde der Länder (GGL), and each state determines what games are permitted on a license.
Germany is also a country where sports are extremely popular, and online sports betting brings in between €2.5 billion and €4 billion each year. It seems the craze is also growing in Germany, which is also beneficial for players in other countries who are perhaps intrigued by the fruits on offer in different markets.
UK players, for example, might have to contend with wagering limits and background checks in the future, which might lead them to play elsewhere. Many UK players could turn to German online casinos for their slots or sports betting action, with bonus buy slots becoming more popular than ever in the UK, for example!
Kenya
From Europe, we head to Africa, and Kenya is one of the leading lights in the online casino industry on the continent. Online casino play is also flourishing in South Africa and Nigeria, but Kenya has enjoyed by far the most stable rise.
Since 2011, Kenyans have been gambling online, and most of them have been using touchscreen devices to do it, which shows the strong mobile app outreach achieved by Kenyan online casino providers. In a country that is continuously developing socially and technologically, we can expect online casinos to grow in influence in Kenya.
What Does This Mean for UK Players?
As the online casino industry continues to evolve globally, UK players may find new opportunities in emerging markets. With the UK’s Gambling Commission continuing to introduce stricter rules and regulations in an already constrained environment, players might start looking for alternative options.
However, it’s essential to note that UK players won’t be able to simply switch to casinos licensed in Germany, the Netherlands, or Kenya unless these casinos also hold a UK license or explicitly accept UK players. While some operators might choose to expand their reach and cater to UK players, others might not.
This could lead to a fragmented market, where UK players are limited to a specific set of casinos that meet the UK’s regulatory standards. On the other hand, UK players who are willing to explore international options might find more lenient regulations and innovative offerings in emerging markets.