Home Sports Betting Software Regional Betting Preferences | Building Market-Specific Sportsbooks for EU
Regional Betting Preferences | Building Market-Specific Sportsbooks for EU
The market of sports betting is huge. With foreseen potential and the implementation of strict regulations, various nations are aggressively investing in sports betting to push forward. The EU is one of those nations that has a swiftly growing sports betting market. While the EU does not regulate sports betting at the national level, the member nations within it have dedicated rules and licensing systems.
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According to Grand View Research, the EU sports betting market is expected to grow at a CAGR of 9.9% from 2024 to 2030. These numbers are an excellent indicator for operators planning on building sports betting platforms for EU. However, as there are several nations in the EU, you may have to take care of a lot of things to succeed, from player behavior and regulations to sports popularity.
In this blog, we will highlight some of the online betting trends in Europe and how you can build a sportsbook based on regional betting preferences in Europe.
Sports Betting in the EU: Legal Overview
Unlike other global markets, the European Union does not have a unified gambling law that governs all its member states. Instead, each country independently regulates its betting and gaming industry, creating a diverse yet highly structured ecosystem.
This means that legal betting regulations in the EU vary widely, which includes
- Licensing frameworks
- Advertising rules
- Player protection standards
And more. So, operators must tailor their platforms accordingly.
Most EU nations allow sports betting under local licenses. But this depends on the fact if operators meet compliance, anti-money laundering (AML), and responsible gambling requirements.
For example, France’s betting activities are overseen by the Autorité Nationale des Jeux (ANJ), while Germany enforces its rules through the Glücksspielbehörde. In Italy, the Agenzia delle Dogane e dei Monopoli (ADM) manages licensing and taxation. Spain’s regulatory body is the Dirección General de Ordenación del Juego (DGOJ), and the Netherlands operates under the Kansspelautoriteit (KSA).
Operators must satisfy all the requirements and rules laid out by these entities while building sports betting platforms for EU.
The Importance of Compliance With Local Laws
For developers & operators focused on building sportsbooks for the EU, understanding and embedding regional compliance logic is crucial. Each jurisdiction has specific requirements around multiple factors, such as
- Data protection
- Deposit limits
- Advertising transparency
Integrating these into sportsbook platform development for EU markets not only ensures legal operation but also strengthens player trust and brand credibility. Ultimately, success lies in balancing innovation with adherence to local laws and betting habits in Europe.
Note: Non-compliance can lead to serious implications for the operators. For example, KSA fined Bet365 (Hillside New Media Malta) €400,000 for advertising breaches in the Netherlands in 2023. Moreover, ANJ fined an operator €800,000 for repeated self-exclusion system malfunctions.
Understanding Regional Betting Preferences in Europe
When customizing sportsbooks for different EU markets, it is important to look at the regional betting preferences in Europe. From game preferences to bet types, bettors from different areas of the EU may have different choices.
Game Preferences
When exploring European sportsbook preferences, it’s critical to recognize how culture, sports fandom & local traditions deeply influence betting habits.
For instance, in southern Europe, in areas like Italy or Spain, football or soccer, is ingrained in everyday life, and bettors may favor accumulator bets and in-play wagers during local derbies.
However, in contrast, regions like Germany or Scandinavia might show stronger interest in motorsports, handball or rugby, reflecting different sports traditions.
Football is popular across all the nations across the EU, but with the difference of leagues and tournaments. For example, Premier League betting thrives in the UK and Ireland, but La Liga and Serie A drive volumes in Spain and Italy.
Device Usage
Device usage also varies in the EU. According to a recent industry review, mobile devices generated about 58% of online gambling revenue in Europe in 2024. This shows that mobile-first behavior is increasingly dominant.
On the other hand, desktop still plays a role, especially for high-value bettors or in markets where land-based betting remains strong, but for many younger users, mobile has become the primary channel.
Betting frequency and average wager size tend to diverge by region. For instance, mobile-centric markets often show higher bet volumes (more frequent smaller bets), whereas desktop-heavy markets may see fewer bets but larger average tickets.
How to Understand Regional Preferences?
For operators tasked with customizing sportsbooks for different EU markets, leveraging data analytics is no longer optional; it’s essential.
By analyzing regional patterns, such as device use, preferred bet types, peak hours & sports popularity, the platform can tailor features. These features can include sending push notifications for in-play football matches in Spain, highlighting motorsports odds in Germany, and more. Without these insights, the produced sportsbooks may not be region-specific, and operators may risk missing local nuances & underperforming.
Why Regional Preferences in the EU Matter
From the popularity of specific sports and typical bet types to device usage patterns and preferred payment/withdrawal habits, there are a number of aspects that come under European sportsbook preferences.
Failing to factor in these regional dynamics can lead to the following!
Alienate the Bettors
It can reduce retention and gross gaming revenue (GGR). For example, a sportsbook platform built generically might stress accumulator bets popular in southern Europe, yet fail to cater to in-play micro-bets favored in markets like Scandinavia or Germany. This can alienate a large user segment.
Reduce Conversions
If mobile-first UX isn’t provided in a market where mobile device usage dominates, it can push away a lot of users. This can directly impact the conversions.
Enable Customizations
Understanding betting habits in Europe via data analytics enables operators to surface relevant sports, offer correct bet types, & present preferred payment options. These are the key for customizing sportsbooks for different EU markets.
By using such analytics, platforms can segment users by region, device behavior, and sport interest, tailor promos accordingly, and boost market-specific engagement.
Key EU Markets & Their Preferences
There are 25 countries in the EU, which means you may have to be very careful while building turnkey sports betting platforms for EU. Here are some of the key EU sports betting markets and their preferences.
Germany
In Germany, football is the most popular game, with around 78% of sports wagers placed on it, followed by tennis (~11%) & basketball (~6%).
The regulatory framework is anchored by the Gemeinsame Glücksspielbehörde der Länder (GGL), which, under the Interstate Treaty on Gambling 2021 enforces strict licensing, identity verification, monthly deposit caps, & limited live-betting types.
For operators building sportsbooks for the EU, Germany’s rules demand strong compliance logic that includes
- Local language UX
- EUR currency
- German payment methods
- Rigorous KYC
On the user & tech side, about 73% of bets occurred online in Q1/Q2 2025, pointing to mobile-first behavior. Moreover, payment habits reflect a preference for trusted local methods and transparent withdrawal flows.
Neglecting these regional traits can cost retention and GGR. And if you are ignoring Germany’s regulatory burden or mobile dominance, you are risking faster adoption in one of Europe’s major markets.
France
In France, football, tennis, basketball and rugby dominate sports betting and together they account for nearly 88% of online stakes in 2024. The regulated market, under the Autorité Nationale des Jeux (ANJ), reached a gross gaming revenue (GGR) of around €14 billion in 2024, with online sports betting contributing €1.8 billion, up 19 % year-on-year.
From a sportsbook development perspective, building for the French market means complying with French language UI, local payment flows in euros, and stringent advertising/promotion rules.
Besides all this, the mobile/online segment is on the rise in France, where active player accounts grew to 5.7 million (+11 %) in 2024. For operators adapting platforms to different EU markets, the French case illustrates why tailoring content, payment methods, sports coverage & regulatory logic is essential for success.
Italy
In Italy, the sports betting segment remains deeply rooted in culture, with football (“Serie A”), motorsports and cycling commanding major attention. According to recent European sports betting market insights, Italy’s gambling industry was valued at US$ 24.08 billion in 2024 and is expected to reach US$ 66.85 billion by 2033.
Under the framework of legal betting regulations in the EU, Italy’s regulator Agenzia delle Dogane e dei Monopoli (ADM) rolled out a new nine-year licensing regime in late 2024. According to the regime, the license cost is €7 million each, with a 3% annual fee on GGR. The number of licenses is capped at 50 and includes annual fees and strict operator prerequisites.
From a sportsbook viewpoint, operators must embed Italian language UI, the euro currency, local payment methods, and rigorous KYC/AML, and adhere to deposit/session limits. All these parameters are the key for tailoring platforms across EU regions and reflecting local user behaviors.
Spain
In Spain, a vibrant blend of football culture (La Liga, Copa del Rey) and mobile-first habits drives substantial growth in the regulated market. According to recent figures, Spain’s online gambling GGR hit €1.454 billion in 2024, a 17.6% year-on-year rise. In this, sports betting alone contributed around €608.9 million, up 23.8%.
Live betting generated €285.1 million in 2024 (24.1% growth), showing how in-play formats dominate.
Hence, if you are tailoring for the EU market, sportsbook platform development for EU regions must align with Spain’s mobile-heavy usage (digital channels dominate), local Spanish language UX and payment flows in euros.
Data-driven insight into online betting trends in Europe underscores Spain’s significance as a major digital sports betting hub; neglecting its mobile behavior, promotional norms or payment preferences risks missed opportunity.
Note: Spain’s rising active‐player base (nearly 2 million in 2024, up 21.7%) also underlines the importance of region-specific analytics in your platform build.
Netherlands
In the Netherlands, betting culture is increasingly digital, with the legal online gambling market reaching €1.39 billion in 2023, up 28% year-on-year.
While sports betting remains a relatively small slice (~9 % of total gambling revenue) in the Dutch landscape, online sports betting dominates (83 % of the category), and football remains the #1 sport focus.
Regulatory oversight by the Kansspelautoriteit (KSA) is strict and includes
- Player deposit caps
- Self-exclusion registers
- Heavy emphasis on responsible gambling
For stakeholders engaged in sportsbook platform development for EU markets, tailoring to the Netherlands means focusing on localized Dutch language UX, EUR payments, mobile-optimized in-play markets, & integration of Dutch-specific compliance logic.
Ignoring these preferences risks can lead to a mismatch with the region’s quickly evolving mobile-first betting habits.
Design & Build Considerations for Building Sports Betting Platforms for EU
When targeting the European sports betting market, it becomes clear that operators must do more than simply “go online in Europe.”
As elaborated above, each EU market is different and to excel in the market, operators must analyze the European sports betting market insights as success rests on deeply understanding European sportsbook preferences and tailoring every part of the build accordingly. There are several design and build considerations to keep in check.
Localization & UX
Each EU market has its own language, culture & sport vocabulary. Hence, the sportsbook interface must translate not just words but concepts, including
- Local sports/events
- Betting terminology (e.g., “accumulator” vs “combo bet”)
- Culturally familiar themes
And more. For example, including local league names & regional tournaments creates relevance. Without this, the user experience feels generic & engagement might drop.
Compliance & Licensing Configuration
In the fragmented EU sports betting market, each country imposes its own rules that includes bet limits, age minimums, advertising/bonus restrictions, AML/KYC requirements etc. This makes it important for operators to embed logic that, per region, disables forbidden bet types or limits promotional offers if local law prohibits them.
Platform Architecture for Flexibility
Because regulations and preferences vary widely, the underlying architecture must be modular. This includes the following.
- Features must be switchable on/off per jurisdiction
- Modules (payments, odds feed, promotions) must be region aware
- Language/currency settings should be dynamic.
This allows one platform to serve multiple EU markets cost effectively while still being market specific.
Payment & Withdrawal Methods
Preferred payment and withdrawal methods vary across Europe. While customizing sportsbooks for different EU markets, local currencies (or euro) must be supported, including regional favorite e-wallets, bank transfers, and local brand payment methods. Failure to offer preferred local payment flows means friction in deposits/withdrawals & higher abandonment.
Personalization Driven by Data
Take guesswork out of the picture! With the use of analytics of user behavior by region, device usage, bet types, odds formats, peak times and feed insights, you can implement the following in your sportsbook platform development for EU.
- Tailored offers
- Dynamic odds for in-play markets
- Region specific promotions
And more. This is how you match actual European sportsbook preferences.
Responsible Gambling & Player Protection
Responsible gaming is no longer optional across Europe. Regulators demand several critical features in their software, such as
- Self-exclusion registers
- Deposit/session limits
- Behavioral alerts
- Mandatory “Play responsibly” messaging
These must be embedded from the ground up, integrated into UI, flows and backend logic; to avoid compliance failure and protect users.
Note: According to stats, 65% of customers in Europe used at least one safer gambling tool in 2024.
By applying these design & build principles, operators engaging in sportsbook software development for EU markets will create platforms that are not just compliant, but optimized for each region’s culture, behavior and regulatory context.
Challenges to Building Sportsbooks for the EU & How to Overcome Them
As it is clearly visible that when investing in sports betting software development, there will be countless challenges. However, if you are working with a professional iGaming software provider like TRUEiGTECH, you can rest assured. Here we have highlighted some of the challenges that you might face during tuning your sportsbook platform to betting habits in Europe.
Regulatory Fragmentation is an Issue
This one remains a major challenge in the broader context of online betting trends in Europe. The fact that the European Gaming & Betting Association (EGBA) emphasizes that the EU has 27 markedly different regulatory models illustrates how hard it is to standardize across markets.
Without modularity in your system, launching in each country becomes a bespoke, high cost project.
Risk of Duplication Versus Scalability
This issue can arise because operators must maintain a single platform yet adapt it for many markets. Duplicate or overly customized builds kill efficiency. Besides, one generic build ignores local nuances. The fix to this challenge is building a core platform with modular regional overlays (language, payment flows, regulatory logic) to scale while respecting localization.
Marketing/SEO Issues in the Betting Niche
In markets where content restrictions and algorithm sensitivity apply (for example, strict ad bans in Spain and Netherlands), you can’t just push standard promos. Operators must shift to content driven SEO trees, affiliate partnerships & contextual marketing rather than broad promotional burst campaigns.
Data Privacy & Cross-Border Issues
When data is involved in a process, data privacy issues are inevitable. Moreover, payment/settlement issues persist because of varying currencies, tax regimes and local banking systems add complexity.
In this, operators must ensure that their user data flows, processing and hosting are region-aware and must comply with GDPR and national gambling laws. According to stats, about 21% of Europe’s online gambling was estimated to occur outside regulated channels in 2023.
Valuable Tips for Mitigation
- Adopt modular architecture for faster rollout.
- Partner locally for market insight.
- Maintain a strong compliance team with up-to-date regulatory monitoring.
- Build marketing strategies that prioritize educational content over pure promos.
These methods align with best practices in custom sports betting platform development and positions you for smoother entry into the EU sports betting market.
Conclusion
The EU market is huge, and if you are building sports betting platforms for EU, there are several critical things to take care of. From region-specific payment systems to betting types, sportsbook operators must have a clear checklist of all the key things that need to be implemented. But, with all these aspects on the plate, it can become overwhelming. Hence, you must consult a professional sportsbook software development provider.
TRUEiGTECH is one of the prime names in the iGaming industry. Our team of over 200 professional developers are well-versed with the ins and outs of the EU market. Whether it is Italy, France, Germany, or any other country, TRUEiGTECH keeps all the critical software needs in check during development. We also support you with post-launch updates and feature enhancements. Contact us to get your EU specific software in minimum time.
FAQs
In the EU, sportsbook operators must comply with the following!
- National licensing
- AML/KYC rules
- Age verification
- Player fund protection
- Advertising/bonuses restrictions
- Localization of controls per country
Online betting trends in Europe differ based on a number of factors, such as
- Device usage (mobile vs desktop)
- Preferred sports
- Regulation-driven bet types
- Local payment preferences
- Market maturity
Customizing for each EU market ensures you match language, currency, culturally relevant sports, local bet types, compliance rules & payment preferences. These aspects maximize uptake and retention based on distinct European sportsbook preferences.
Football dominates in Europe, followed by tennis, motorsports & e-sports. Bet types favor fixed odds, accumulators, & in-play/live formats that highlight major trends in building sportsbooks for the EU.
Payment methods vary by country. For example, e-wallets, instant bank transfers, and local cards dominate in some markets. Others demand rigorous identity/AML controls and EUR currency flows for compliance during custom sportsbook platform development.
There are several regulatory risks that sportsbook operators face when expanding across multiple EU countries. These include
- Operating without a local license
- Failing age verification or AML/KYC
- Breaching ad/bonus rules
- Non-compliant payment flows
Data analytics reveals regional behaviors, such as device usage, popular sports, bet frequency, and payment flows, guiding platform build to reflect European sports betting market insights & tailor the user journey for each market.
Critical localization includes multiple languages, cultural UI elements, local sports/event coverage, region-specific terminology and currency formats. These are essential for aligning with European sportsbook preferences and boosting engagement.
Development ranges widely!
- Basic app starts at ~$20k to $40k
- Mid-range: ~$40k to $80k
- Full-feature versions (live streaming, multi-currency, AI) exceed $100k+.
Yes, Europe’s sports betting market was around $36.4 billion in 2024 and is forecast to reach $83.2 billion by 2033, driven by online betting trends in Europe involving mobile growth and in-play formats.
Written by: Prish K
Prish K, Head of Marketing at TRUEiGTECH, holds an experience of more than 10 years in the iGaming domain. Starting from strategic planning and digital marketing to team leadership and cross-functional collaboration, he is a master of his domains. For more than a decade, he has shown a promising commitment to fostering result-driven and creative work outputs. Beyond guiding newcomers and established iGaming operators with the right software solutions for their business needs, Prish also wants to share his industry expertise and knowledge through insightful blogs and articles
