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19 July, 2023

Online Casino Marketing: Market Analysis and Opportunity

From Section 1 of The Ultimate iGaming Operator Marketing Playbook: Market Analysis and Opportunity

Welcome to the first in a series of posts surrounding our Ultimate iGaming Operator Marketing Playbook! This series will serve as a sneak peek into The Ultimate iGaming Operator Marketing Playbook, available for download.

The purpose of this playbook is to provide you with a comprehensive resource that offers valuable insights, strategies, and guidance to build successful online gambling operations. This playbook serves as a go-to guide for online casino marketing, equipping you with the knowledge and tools necessary to make informed decisions, capitalize on opportunities, and overcome challenges in this dynamic industry. It covers key areas such as industry trends, target audience identification, brand development, marketing strategies, regulatory compliance, and more.

By following the guidance provided in the playbook, you will learn to attract and retain players, foster trust and credibility, and drive revenue and growth for your online gambling business. Let Lion Gaming be your trusted partner on this exciting journey to establish a thriving online gambling operation!

Without further ado, let’s dive into today’s post, covering Section One of The Ultimate iGaming Operator Marketing Playbook: Market Analysis and Opportunity.

Industry trends

The online gambling industry has witnessed remarkable growth in recent years, fuelled by technological advancements, regulatory changes, and shifting consumer attitudes. In this section, we will delve into the current market trends that make it an opportune time to enter the online gambling industry and how online casino marketing can help you succeed.

Accessibility and convenience

One of the driving forces behind the explosive growth of online gambling is the unmatched accessibility and convenience it offers to players. With the ability to enjoy a diverse array of casino games and sports betting right from the comfort of their homes or on their mobile devices, players are drawn to the 24/7 availability of online gambling platforms. In 2022, the global online gambling market was estimated to be worth $70.64 billion, a testament to the industry’s popularity.

Advancements in technology

Technological advancements have played a pivotal role in propelling the online gambling industry forward. Improved internet infrastructure, widespread mobile connectivity, and the rise of smartphones have opened new avenues for growth. Cutting-edge gaming software, live dealer games, virtual reality (VR), and augmented reality (AR) experiences have significantly enhanced player engagement and immersion. So much so that the global online gambling market is projected to grow at a CAGR of 11.7% from 2022 to 2028.

Regulatory changes

Relaxation or reform of gambling regulations in many jurisdictions has paved the way for the legal operation of online casinos and sportsbooks. This shift in regulations has created new markets and opportunities for operators to expand their reach through online casino marketing. In 2022, Europe was expected to dominate the global online gambling market, accounting for 41.10% of the total market share.

Changing consumer preferences and demographics

The demand for online gambling platforms has surged, primarily driven by changing consumer preferences and evolving demographics. Traditional brick-and-mortar casinos are no longer the sole option for gambling enthusiasts. Players increasingly seek the convenience, variety, and privacy offered by online gambling platforms. Millennials and males, in particular, dominate the online gambling market, accounting for 45.2% and 53.1% of the total market share, respectively.

Expansion of sports betting

Sports betting has emerged as a significant driver of growth in the online gambling industry. The global popularity of sports, coupled with the legalisation of sports betting in more jurisdictions, contributes to the growth of this vertical.

Emerging markets

The Asia-Pacific region, Latin America, and Africa are promising emerging markets for online gambling. These regions present substantial growth potential, and in 2022, the Asia-Pacific region was expected to dominate the global online gambling market, accounting for 41.10% of the total market share.

Market size and potential

According to a report by Grandview Research, the global online gambling market is worth an estimated USD $70.64 billion in 2023, and is projected to skyrocket to USD $153.57 billion by 2030. Expanding at a CAGR (Compound Annual Growth Rate) of 11.7% over that span, the revenue potential for the industry is composed of some primary verticals highlighted below.

Casino gaming

Online casino gaming represents a significant portion of the industry’s revenue. The popularity of casino games such as slots, blackjack, roulette, and baccarat continues to drive growth. Innovations in online casino gaming, including live dealer experiences, enhanced game mechanics, improved graphics, and personalised experiences, contribute to the vertical’s expansion.

Sports betting

Sports betting is another major revenue contributor within the online gambling sector. Rising global internet penetration has increased sporting event viewership, presenting more opportunities for operators to engage potential sports bettors. Innovations in sports betting software, such as live streaming, in-play betting, early cash outs, same-game parlays, and advanced analytics, create further engagement possibilities. The legalisation and de-stigmatisation of sports betting in various jurisdictions are also fuelling the growth of this vertical.

Mobile gaming

Mobile gambling has experienced significant growth due to the increasing adoption of smartphones and mobile devices. With close to 55% of global website traffic originating from mobile devices in Q4 2023, players have more ways to access online gambling sites and operators have more avenues for online casino marketing. The convenience and accessibility offered by mobile devices have attracted a large player base, leading to substantial revenue growth.

Technology-driven growth opportunities

The integration of the following cutting-edge technologies has opened up exciting growth opportunities within the online gambling industry.

  • Cryptocurrency: The industry is beginning to embrace cryptocurrencies, offering secure, fast, and pseudo-anonymous transactions to players. For operators, cryptocurrencies provide increased flexibility, faster payment processing, and access to a global player base. Seamless integration of cryptocurrencies and web3 technologies, along with robust security measures, ensures a secure and private gambling experience.
  • Decentralisation and blockchain technology: Decentralised gambling platforms powered by blockchain technology enhance transparency, fairness, and security. Smart contracts enable automated and provably fair gameplay, while decentralised platforms eliminate the need for intermediaries, reducing costs and increasing trust among players.
  • Augmented Reality (AR), Virtual Reality (VR), and Metaverse experiences: The integration of AR and VR technologies into online gambling provides immersive and realistic gaming experiences. Players can engage with virtual casino environments, participate in interactive games, and enjoy sports betting in a visually captivating and interactive manner. The global metaverse market is projected to exceed $936.57 billion by 2030, offering significant growth potential for the industry.


The online gambling industry presents significant revenue potential, fuelled by trends such as accessibility, technological advancements, regulatory changes, shifting consumer attitudes, and the expansion of sports betting. By utilising the effective online casino marketing strategies highlighted throughout The Ultimate iGaming Operator Marketing Playbook, you can take full advantage of the strategies to thrive in this burgeoning industry.

Stay tuned for the next instalment of this series, where we will be covering Section Three of the Marketing Playbook: Branding and Positioning.

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      Our address
      Lion Gaming Group Inc.
      855 2 St SW #3500
      Calgary, AB
      T2P 4K1 Canada
      Our address
      Lion Gaming Group Inc.
      855 2 St SW #3500
      Calgary, AB
      T2P 4K1 Canada