The global online gambling market is on track to reach $186.6 billion by 2029, growing at around 12% per year. Actually, about 1 in 5 people on the planet has gambled online, totaling 882 million globally. A huge audience, but where to find it? What countries gamble the most?
In this guide, the RichAds ad network team names 10 biggest Gambling countries in the world, so you can launch the most profitable campaigns.
Online Gambling market overview
The online Gambling market size in 2026 is estimated at $101.45 billion, and is projected to grow at 10.72% CAGR over 2026-2031. This growth is supported by increasing smartphone penetration, widespread rollout of 5G, various digital payment systems, and loosening of regulations across key Gambling regions.
That said, Europe still dominates the market, with a 38% share. However, North America is experiencing the fastest growth due to legalization trends in the United States and Canada. Asia, Latin America, and Africa are also emerging as high-growth regions, fueled by mobile-first users and expanding digital infrastructure.
Global Gambling statistics
| Metric | Value |
|---|---|
| Global online gambling market (2026) | $101.45 billion |
| Projected market size (2035) | $255.4 billion |
| Compound annual growth rate (CAGR) | 10.72% (2026–2035) |
| Active online gamblers worldwide | 882 million |
| Online Gambling share of total Gambling | 40% in mature markets |
| Europe’s share of the global market | 38.31% |
| North America’s share | 27.9% |
| Asia-Pacific’s share | 19.2% |
| South America’s share | 7.16% |
| Africa’s share | 2.13% |
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
The most Gambling countries in the world
To determine the countries that gamble the most, we checked three major metrics:
- Online gambling revenue
- User participation
- Growth potential
That led us to the 10 biggest Gambling countries:
1. UK
The United Kingdom is the world’s most mature, well-regulated gambling market. The country hosts hundreds of operators, including online casinos, sports betting exchanges, poker rooms, bingo, and lotteries, all licensed by the UK Gambling Commission (UKGC). According to recent data, almost 18% of the UK population is involved in online Gambling. While the total market revenue was around $21.58 billion in the last year, online platforms generated $12.10 billion – more than half. And the market is only projected to grow at a CAGR of 10.0%.
Looking at the characteristics of gamblers in the United Kingdom, most of them are in the 25-34 age group (50.9%), and 75% are male. UK users show strong interest in simple, mobile-based platforms offering betting, poker, and slots. To attract new users, affiliates can promote free spins and cashback bonuses; for long-term players, mentioning loyalty programs on creatives and landing pages works best.
RichAds ad network offers a relatively new, yet effective, format for the UK Gambling advertising – Telegram ads in Mini-Apps. This ad format allows affiliates to reach the high income audience, while the traffic cost is affordable. The cost-per-click for ads in Telegram mini apps at RichAds starts as low as $0.02.
Check the effectiveness of TMA ads for Gambling in the UK in our Telegram case study.
2. US
If you’re looking for countries with the most casinos, the United States is the number one. It’s also the largest gambling country by revenue and is arguably the most dynamic market, growing from $2.5 billion in 2018 to $65.1 billion in 2025. The growth is expected to continue at a CAGR of 8.9%.
Since every state has its own Gambling laws, there is no one general player portrait. Audience characteristics and interests vary significantly, with California, New Jersey, Pennsylvania, and Michigan being the most Gambling states. They have already established competitive platforms for sports betting and online casinos, offering integrated experiences across desktop and mobile.
For affiliate marketing, sports seasons are the best time for campaign launches, creating natural peaks in betting activity. US users are particularly interested in football and basketball games. To achieve high performance, it’s best to use regional, state-related content and offer loyalty perks.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
3. Australia
Australia consistently ranks among the most Gambling countries because players there lose more money to Gambling per capita than any other nation on earth. According to ABC News, Australians lose $32 billion on legal forms of Gambling each year.
Ultimately, online sports betting is one of the most popular forms of entertainment for Australians. Interest increased substantially during COVID-19, and now, more than half of individuals (56.1%) gamble online.
While online casino games are illegal, many Australians access offshore sites, so the demand is strong. Most players are male, aged from 18 to 34.
They are highly engaged in betting on football, rugby, cricket, and tennis. Australians respond strongly to cashback offers, no-deposit bonuses, and urgency in Gambling ads.
4. Brazil
Brazil has only recently become one of the most gambling countries. For 70 years, Gambling was illegal, but in December 2023, the government passed a comprehensive law legalising fixed-odds sports betting. Brazilians, with their fierce passion for football, demonstrated extraordinary interest, and within months of legalisation, the country had attracted over 100 licensed Gambling operators. Now, Brazil’s market is reaching 22.1 million active bettors and is expected to generate approximately $7.02 billion in revenue this year. As we already mentioned, football is the main driver for Brazilians. They bet on the Premier League, Champions League, and their own Serie A. Over 70% of all wagers are placed on mobile. Interestingly, the most active Gambling audience is young people aged 18-24, and the ratio of women to men is almost equal.
Overall, Brazil has great potential to become one of the top 3 Gambling countries by revenue by 2028. So, it’s a good time to step into the market, and RichAds ad network can help you with that. We provide two most effective traffic sources for Gambling affiliate in Brazil – pop and push ads. They have less competition and need less effort and hassle when it comes to restrictions compared to traditional formats like Google Ads.
Volumes of traffic at RichAds for Brazil in 2026:
| Pop traffic | Push traffic | Telegram traffic | |
| Desktop | 59.4k impressions | 1.5 mln impressions | 47.9k impressions |
| Mobile | 277k impressions | 19.9 mln impressions | 271k impressions |
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
5. Germany
Germany is Europe’s largest economy and one of the biggest Gambling countries. However, the market is strictly regulated. The 2021 Interstate Gambling Treaty created a national licensing system, which opened the door for online casinos and betting platforms. But the government also capped online slot bets at just €1 per spin, and limited monthly deposits on casino games to €1,000. These strict rules made many players go to offshore sites, so the legal market captures only a fraction of what Germans actually spend on Gambling. Still, the numbers are impressive.
In 2025, total Gambling revenue was $15.70 billion, and it will continue to grow at a CAGR of 12.1% till 2035.
Most players in Germany are focused on sportsbooks, betting on football and e-sports events. Online casinos and slot-based games are also popular.
6. Italy
If you ask what country gambles the most, Italy will be a top candidate. The state-run Lotto has existed in some form since the 1700s, so Gambling has become an integral part of the culture. Italians today spend more on Gambling than any other European country.
Online gambling saw a massive 153% rise since 2019. A total gross gaming revenue is $22.89 billion, though the online share is only around $5 billion.
Online casino games remain the biggest Gambling sector, followed by sports betting, poker, and lotteries.
While casinos are legal, advertising and any forms of Gambling promotions are strictly banned. Affiliates must carefully review local laws to avoid legal problems.
7. Canada
Canada is one of the fastest-growing Gambling markets. In August 2021, the government revised the Criminal Code to permit single-event sports betting. Ontario became the first province to open a fully regulated private online gambling market in April 2022, attracting over 70 licensed operators within its first year.
Total gaming revenue hit $3.9 billion, and is expected to grow at the highest CAGR of 14.3% from 2025 to 2030.
If you want to run traffic in Canada, focus on the male audience. Canadian gamblers are young, aged 18-34. They prefer sports betting and bet mostly on basketball. Online casinos, bingo, and poker are also popular.
Note that Gambling is regulated by provincial law, so the requirements may differ depending on the region. To increase efficiency of your campaigns, choose suitable traffic sources. RichAds team has analyzed the best working sources for the GEO and is ready to provide you with really best converting options, like pops.
Pop ads are a simple method of beginning to promote gambling services in Canada. They are famous for their lenient content policies, making them particularly well-suited for gambling ads. Popunders are also among the most inexpensive formats provided by RichAds, with minimal cost of $2.9 per thousand impressions.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
8. South Africa
South Africa is the biggest Gambling country on the African continent and the second-most Gambling country globally by participation rate. Around 30% of internet users there gamble online. A young, sports-obsessed population and rapidly expanding mobile internet access make this market one of the most promising GEOs.
South Africa’s online gambling market has seen an impressive 550% growth over the past four years. The country’s gambling revenue hit $4.3 billion in 2025 and will continue to grow each year.
Online betting platforms are the most popular form of Gambling, now accounting for 70% of total gross gambling revenue. They allow people to place bets instantly on their smartphones with very little effort.
To drive traffic in South Africa, target mobile devices and localize ads. Highlight big wins and bonuses, and use urgency elements to encourage conversions. If you run campaigns at RichAds ad network, you can choose from three most converting formats: pop, push, and Telegram ads. They have shown efficiency for Gambling in South Africa for many years and are working best in 2026. These formats are dead easy to set up, especially pop ads, as you just need a link to the landing page.
9. India
India is rightfully one of the biggest Gambling countries. It has over 140 million active gamblers enthusiastic about cricket, card games, and fantasy sports. And the audience grows to 370 million users during major events.
According to recent reports, India’s iGaming sector is projected to more than double by 2030, growing from $1.9 billion in 2025 to $4.3 billion. That’s only legal market share. Some reports say that Indians spend about $100 billion annually on illegal offshore Gambling companies.
It’s also worth noting the confusing legal system in India, with each of the 28 states having its own rules. Goa, Sikkim, and Daman permit licensed casinos; Telangana and Tamil Nadu try to ban online rummy and fantasy sports; Nagaland has issued “games of skill” licences. You should thoroughly check the specific state requirements before launching a Gambling campaign in India.
In general, most Indian gamblers favor sports betting, particularly cricket, and fantasy gaming. Online casinos offering real-time dealer interactions are growing in popularity among an upscale audience.
10. Nigeria
Nigeria is the last one on our list of the most Gambling countries, but not least. It has the youngest Gambling audience with a median age of 18 and the largest football betting sector in Africa. According to Statista, the online Gambling sector will hit $861 million in revenue in 2029, growing with an estimated 5.07% CAGR (2025-2029).
Over 60 million Nigerians gamble daily using smartphones. Mobile internet penetration covers about 74% of the population.
If you will run Gambling offers in Nigeria, consider that most Nigerians see Gambling as a potential way of earning. Highlight wins, bonuses, and jackpots with specific numbers. For betting offers, launch campaigns during major football events, as about 51.7% of the total population in Nigeria are football fans and actively bet on sports outcomes.
You can run ads at RichAds as we have a great expertise in this GEO and provide two of the best traffic sources that work there – pop and push ads. Pops are especially popular for their affordability and simple campaign launch. Recommended CPM prices for Nigeria start from $5.3, and we ensure over 132K monthly impressions in this GEO.
Conclusion
The online Gambling industry is growing and changing every year, and now you know the 10 most Gambling countries that are worth focusing on in 2026. Choose your preferred GEO and launch a campaign on premium traffic from the RichAds ad network. We work with all top Gambling GEOs, support converting ad formats, and provide advanced optimization tools to help you succeed.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
FAQ: Biggest Gambling countries
It depends on what you consider the main factor. For example, the United States leads globally by total revenue and has the most casinos. However, Nigeria has the highest share of the population gambling online. Also, Australia is mentioned by the RichAds ad network team in the top 3 biggest Gambling countries, as Australians lose more money per person than any other country. So there is no single answer, and the “most” country varies by metric.
The largest Gambling country by revenue is the United States. This market generates over $120 billion from Gambling. Macau is the second-largest region if we count land-based casinos. And for online Gambling, the United Kingdom has the most market share in Europe.
The United States has the most casinos globally, with over 1000 operators across states, and Las Vegas being one of the most popular Gambling hubs. However, China (Macau) has the highest casino revenue per location.
Some countries, like the UK and Germany, have fully regulated markets. Governments there enforce licensing, consumer protection, and responsible gambling measures to create safe and transparent Gambling environments. In the US, Canada, and India, rules differ by state or province, with some allowing full iGaming while others permit only specific options. RichAds ad network experts note that regulation impacts participation rates and market revenue, shaping how Gambling develops in each country.
It all depends on regulation, accessibility, and cultural factors. Legal and well-regulated markets, like the UK, Italy, and Australia, make gambling easy and socially accepted, while countries with restrictions, like Indonesia, see lower official participation but often large offshore Gambling activity. Wealth and sports interests should also be factored in. For example in Nigeria, the RichAds ad network team mentioned that people view Gambling as a great source of income, which makes casinos and sportsbooks highly popular.
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