Key Moments:
- Regulation and compliance have surged to become the leading concern for iGaming industry executives, according to a new report.
- Operators are increasingly focusing on consolidating existing market positions instead of pursuing aggressive geographic expansion.
- Marketing and retention have emerged as strategic top priorities as companies respond to stricter regulatory and competitive environments.
Regulation and Compliance Dominate Industry Priorities
A newly released report has revealed a significant shift in focus for iGaming sector leaders, who now cite regulation and compliance as their top concerns. Competition and responsible gaming follow closely, overtaking the aggressive expansion strategies that defined previous years.
The study, titled “iGaming Future 2026: Core Trends and Challenges” and produced by EvenBet Gaming, draws from in-person surveys with more than 700 professionals across major markets. It illustrates how operators, suppliers, and affiliates are recalibrating strategies in the face of heightened regulation and mounting operational complexity worldwide.
It’s here: iGaming Future 2026 Report
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Six months of research.
700+ iGaming professionals from Europe, Asia, and South America.
Operators made up 41% of respondents, and 16% — CEOs and company owners.
All distilled into 78 pages of data and insights built to power your next big… pic.twitter.com/FFaHs4KhSK— EvenBet Gaming (@EvenbetGaming) October 7, 2025
Global Shifts in Legal Frameworks
According to the report, industry participants are focusing on building their brands within current markets as regulatory scrutiny intensifies globally. Recent policy changes have created a fragmented and increasingly restrictive environment for operators across various regions.
| Region | Key Regulatory Changes |
|---|---|
| India | Promotion and Regulation of Online Gaming Bill bans all money-based games, removing the legal distinction between skill and chance. Fines up to ₹10 million ($120,000) and imprisonment of up to three years apply for violations. |
| Philippines | Banned all offshore gambling operators (POGOs); reduced GGR tax to 30 percent for local operators to support legalisation efforts. |
| United Kingdom (UK) | UKGC prohibits bonuses with wagering requirements above 10x and introduces stricter rules on cross-promotions. |
| Netherlands | Complete ban on sports sponsorships by iGaming brands. |
| Brazil | Implemented 18 percent GGR tax and enacted advertising restrictions banning money imagery. |
| Colombia | Introduced 19 percent VAT on player deposits, increasing fiscal pressure on players and companies. |
Tech Giants Tighten Restrictions
The EvenBet report indicates that regulatory pressure is not limited to government activity. Leading technology platforms have intensified their own oversight, affecting iGaming’s digital visibility.
In 2025, Google instituted mandatory Ads Gambling Certification for each operator, per country and domain, banned personalized gambling advertisements, and threatened account suspensions for policy breaches. Meta, the parent of Facebook and Instagram, replaced its whitelist of approved nations with a blacklist targeting restricted regions like Thailand, Indonesia, and South Korea, transferring full compliance duties to advertisers.
Telegram, regarded in the past as accommodating to crypto and iGaming ventures, executed a broad ban on gambling bots and channels, and enforced a zero-tolerance policy for new gambling initiatives, representing a marked departure from its previous engagement posture.
Operators Pivot Toward Marketing and Retention
With expansion prospects limited and regulatory oversight increasing, resources are shifting swiftly toward marketing and customer retention, a focus the report names as the core strategic priority for 2025 and subsequent years.
Data in the report shows that marketing is the top priority for 29 percent of Asian companies, significantly outpacing other areas such as innovation or geographic expansion. In Europe, 20 percent of respondents cited marketing as their leading focus, signaling a broader industry movement toward brand development, customer loyalty, and the application of data-driven engagement techniques.
“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.”
Emphasis on Innovation: AI and Personalization Take Center Stage
As customer acquisition becomes more costly, the industry is ramping up investments in artificial intelligence and player-oriented innovations. The top three areas where companies are implementing new technology globally are:
- Personalized customer experience (21 percent)
- New game mechanics and design (20 percent)
- Artificial Intelligence/Machine Learning (19 percent)
Affiliates are at the forefront of adopting AI for purposes such as content generation, fraud detection, and automating campaigns. Payment solution providers are leveraging machine learning to customize payment processes and enhance security around transactions.
Despite these technological leaps, the report cautions that tailored local approaches are critical, as platform usage, advertising effectiveness, and player behaviors differ considerably by region.
Industry Faces “Severe Market Selection”
Industry commentary in the report indicates that 2026 could mark the start of a period described as “severe market selection,” with only the most adaptable and well-capitalized operators navigating the challenges posed by regulation, taxation, and advertising constraints.
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.”
- Author
Daniel Williams
