Regulation now iGaming's biggest concern: Report
Regulation and compliance have overtaken all other concerns for industry executives, followed by competition and responsible gaming, according to a new report. This marks a significant strategic shift from 2024, when the focus was on aggressive geographical expansion.
The global iGaming industry is entering a new era defined by tightening regulatory landscapes and escalating competition, according to iGaming Future 2026: Core Trends and Challenges, a new report by EvenBet Gaming. Based on in-person surveys of over 700 professionals across major markets, the report captures how operators, suppliers, and affiliates are adapting to an increasingly complex and restrictive business environment.
The report reveals that companies are now prioritising strengthening their presence in existing markets rather than chasing new territories. The report paints a picture of a fragmented but universally stricter regulatory environment, with notable crackdowns across regions.
In India, the new Promotion and Regulation of Online Gaming Bill prohibits all money-based online games and removes the legal distinction between skill and chance, introducing fines of up to ₹10 million ($120,000) and jail terms of up to three years. Meanwhile, in the Philippines, all offshore gambling operators (POGOs) are banned and the country has cut the GGR tax from 35 percent to 30 percent for local operators to encourage legalisation.
In Europe, the UK Gambling Commission (UKGC) is banning bonuses with wagering requirements exceeding 10x and tightening cross-promotions, while the Netherlands has fully banned sports sponsorships by iGaming brands. Additionally, Latin America, Brazil introduced an 18 percent GGR tax and advertising restrictions that prohibit money imagery, while Colombia imposed a 19 percent VAT on player deposits, marking a significant rise in fiscal pressure on both players and operators.
Big tech joins the crackdown
EvenBet’s report highlights that the tightening isn’t limited to government action, major tech platforms are also reshaping iGaming visibility online. In 2025, Google required mandatory Ads Gambling Certification for every operator per country and domain, banned personalised gambling ads, and warned of account suspension for violators. The report also adds that Meta, parent company of Facebook and Instagram, replaced its “whitelist” of approved countries with a blacklist of prohibited regions such as Thailand, Indonesia, and South Korea, placing full compliance responsibility on advertisers.
Meanwhile, Telegram, once friendly to crypto and iGaming projects, executed a mass deplatforming of gambling bots and channels and introduced a zero-tolerance policy for new gambling-related projects, a striking shift for the platform that once enabled iGaming engagement at scale.
Marketing becomes the new survival strategy
With expansion slowing and regulations tightening, operators are redirecting resources toward marketing and retention, which the report identifies as the top strategic focus for 2025 and beyond.
In Asia, marketing dominates with 29 percent of companies naming it their leading priority, far outpacing technological innovation or expansion. Europe follows with 20 percent, reflecting the industry’s pivot toward brand consolidation, player loyalty, and data-driven engagement.
“Retention is the new growth,” said Alexandra Voronetskaya, CMO of EvenBet Gaming. “With ad restrictions, rising compliance costs, and fierce competition, operators that master AI-driven personalisation and localised marketing will lead the next growth phase.”
Innovation focus: AI, personalisation, and player experience
To counteract rising customer acquisition costs, the sector is doubling down on AI and player-centric innovation. The top three implemented innovations globally are:
- Personalised customer experience: 21 percent
- New game mechanics and design: 20 percent
- Artificial Intelligence / Machine Learning (AI/ML) implementation: 19 percent
Affiliates are leading the adoption of AI for content generation, fraud detection, and campaign automation, while payment providers are using machine learning to personalise payment flows and enhance transaction security.
However, EvenBet warns that a “one-size-fits-all” strategy no longer works—platform preferences, ad effectiveness, and player behavior vary sharply between regions like Europe and Asia. Success now depends on deep market localisation, agile compliance, and technological adaptability.
A new era of “severe market selection”
Industry experts quoted in the report predict that 2026 will usher in a phase of “severe market selection”, where only well-capitalised and flexible operators will survive the compounded effects of regulation, taxation, and ad restrictions.
As Dmitry Starostenkov, CEO of EvenBet Gaming, summarised: “Compliance has become a survival skill. The winners will be those who anticipate regulatory shifts and embed flexibility, marketing intelligence, and innovation at the heart of their business models.”
Subscribe HERE to SiGMA’s Top 10 News countdown and SiGMA’s weekly newsletter to stay up to date with all the latest iGaming News from the world’s iGaming authority, and benefit from subscriber-only offers.
