List of Countries with the Most Gambling Population
In 2023, the global iGaming industry generated a revenue of $396+ billion dollars, almost 10% more than the previous year. According to experts, this figure will increase by 35% by 2027. Thus, online gambling today is one of the fastest-growing and most promising markets making it attractive to many including gambling affiliates. By partnering with online casino operators and sportsbooks, you can attract people willing to play for real money and receive a portion of the profits generated by the casino in the form of commissions.
While choosing an affiliate program and advertising tools is a priority, you also need to decide on the regions where you will promote iGaming platforms. So, it’s not surprising that many affiliates ask the reasonable question of what country gambles the most. We are here to tell you about the biggest gambling countries as well as the different characteristics of locals interested in online gambling.
United States of America
As a Tier-1 country, the USA is a very attractive market for operators, providers and affiliate marketers promoting iGaming offerings. Until recently, there was a legal ban on online gambling in all states. However, today residents of Pennsylvania, New Jersey, Nevada, Michigan, and West Virginia already have access to online gambling. The good news is that the list of states bringing gambling into the legal field is gradually increasing from year to year.
In the United States there is a federal law regulating gambling throughout the country, as well as local laws designed for each state separately. Operators of online casinos and sportsbooks must obtain a special license from the local regulator to provide their services legally. With an average salary of $4,521 per month, the US is home to mostly affluent people who can afford to spend quite a lot on online gambling entertainment. According to experts, the US is a very promising market with an annual turnover of $50+ billion. With the legalization of gambling in other states, the potential of this market will be revealed even more.
China
If you are still wondering which country gambles the most, then you should definitely take a look at China. However, before you enter this market, it is worth to know that the Chinese government is fiercely and consistently fighting against online gambling for real money. This applies to both underground casinos and iGaming platforms enabling you to play online slots, roulette, blackjack, poker and other online games remotely via your laptop or smartphone. In addition, keep in mind that in 2021 a law was passed providing for a penalty of 10 years in prison for any involvement in the organization of online gambling with foreign operators.
However, this does not mean that the Chinese are avoiding online gambling. Due to the special status of Hong Kong, they have access to both traditional Chinese gambling games such as xiangqi, saizi, and paigu as well as well-known options such as slot machines, poker, roulette and others. In addition, Hong Kong has legal sportsbook operators offering the opportunity to bet on popular disciplines from the world of sports.
Besides, there is Macau, which is an Asian version of Las Vegas with many land-based and online gambling establishments. As an affiliate marketer looking for countries that gamble the most, you need to be very careful in your operations in China. Make sure you work with licensed operators, follow local regulations and restrictions, and offer payment options that are authorized for use in China. In addition, you need to have a deep understanding of Chinese cultural sensitivities and translate promotional materials into local languages to succeed as an iGaming affiliate.
Japan
Unlike China, Japan is not as tough on online casino operators and sportsbooks. However, real money games are also only allowed here from some specific locations. Since 2018 when the relevant law was passed, Japanese people have access to most of the popular online casino games and also have the ability to bet on sports.
Given the high income level of the majority of the local population, Japan is a tidbit for operators and iGaming affiliates. However, Japan is difficult to categorize as a country that gamble the most for several reasons including the extraordinarily high gambling taxes imposed by the local government.
India
Listed among the top gambling countries, India is a huge market with an impressive turnover of over 100 billion dollars. Although India was a poor country a few years ago, today it has a rapidly growing middle class, especially in the major cities. Like the United States, there is a federal law regulating gambling, as well as local laws for each state separately.
Today, residents of the states of Goa, Sikkim, Daman Diu, Nagaland, Meghalaya, and Manipur. Kerala, Punjab, Andhra Pradesh and some others have access to some form of real-money gambling. The trend of legislative adoption of online gambling in many states makes India one of the fastest-growing iGaming markets. Since many people in India speak English, you don’t need to translate your marketing materials into Hindi to appeal to gambling enthusiasts. However, gambling legislation is changing rapidly here and you need to keep an eye on the news to keep abreast of any developments, particularly those relating to taxation.
Italy
As a member of the G8, Italy is a rather large – in terms of population (about 60 million people live here) – country that is also attractive for affiliate marketers. In 2020, the gambling industry in Italy brought in about 40 million euros in revenue, and this figure has grown significantly in recent years. Although online gambling has been legal in Italy since 2010, in 2018 a law was passed prohibiting direct advertising of iGaming. With quite a large percentage of the population spending a lot of time on Facebook, Instagram, Twitter and YouTube daily, Italy can be a great option for marketers working with traffic from social media.
United Kingdom
Known for its multitude of operators and providers as well as the UKGC, arguably the most reputable gambling regulator in the world, the UK is a major market that many gambling affiliates dream of. With a huge annual turnover and around 27% of the population playing some form of online gambling entertainment on a weekly basis, the UK is regularly listed as one of the top gambling countries. Keep in mind that local laws here strictly regulate all aspects of gambling, so you can only succeed with UKGC-licensed brands that have stood the test of time.
Australia
If you are looking for a country with a population who gambles the most, Australia certainly deserves your attention. Statistics show that annually about 4/5 of the population of the country participate in some form of gambling. Receiving 60 – 100 thousand AUD per year on average, Australians are a wealthy nation and therefore can afford to spend a significant amount of money on online gambling entertainment.
Although gambling addiction is considered a national problem in Australia, the government does not tighten regulation of online casino operators and sportsbooks. On the other hand, it is gradually increasing taxes on casinos and sports betting thereby making gambling even more expensive. Considering the relaxed legislation regarding operators’ activities and gambling advertising, Australia may be a very promising destination for many iGaming affiliates.
Germany
As one of the most economically developed countries in the European Union, Germany is a nation where gambling is the second favourite pastime of the population after sexual content. In addition, with a strong Bundesliga, the country brings together sports betting enthusiasts. Although land-based gambling establishments are legal here, online casino operators still face restrictions that prevent them from running their businesses to their full potential. Despite this, Germans still play online slots, blackjack, roulette, poker and other gambling games through offshore gambling platforms. However, given the more relaxed legislation regarding sports betting, it is the sportsbooks in Germany that have more prospects compared to gambling sites.
Canada
Like Australia, Canada is a country with relaxed gambling legislation. In addition, there are no severe restrictions on the advertising of iGaming platforms, which makes it easier for gambling and betting affiliates to operate here. More than 60% of Canadians play some form of online gambling entertainment annually, making Canada one of the biggest gambling countries in the world. The good news is that the average salary in Canada is about 3,700 CAD, which indicates a high level of prosperity for the locals.
France
A benchmark example of a complex – but potentially lucrative – Tier-1 GEO, France also attracts many affiliates looking to earn good commissions on promoted gambling products. With 66 million inhabitants in 2023, France is a country with a rapidly growing population mainly due to immigrants. Striving for a beautiful life, the French respond well to creatives showcasing luxury items and big casino winnings. With a high average income (around 3,000 euros per month), a loyal attitude towards cryptocurrencies, a plethora of iGaming operators and an emphasis on sports betting, France is definitely worth your attention. However, be prepared to pay hefty traffic fees to succeed in this highly competitive market.