The Optimove Europe Gaming Pulse Report – July 2025 – analyses betting behaviour across Greece, Italy, Spain, and the UK, based on a 12-month average of over 6.2 million active players per month.
Greece dominates key metrics
Greece remains the top performer across most KPIs – leading in deposit amounts, sports betting, retention and engagement.
- July Deposits: $547 (12-month average: $482)
- July Sports Betting: $736 (12-month average: $754)
- Retention: 80% (12-month average: 84%)
- Activity Days: 11.2 (12-month average: 12.2)
While activity and retention dipped in July, Greece continues to demonstrate high player value and overall consistency.
Spain leads in casino bets
Spain recorded the highest monthly casino betting amount across all countries in July at $3,047.
UK keeps showing growth opportunity
Though still lowest in most metrics, the UK showed steady improvements across the board:
- July Deposits: $258 (12-month avg: $218)
- Casino Betting: $1,214 (12 avg: $1,003)
- Sports Betting: $446 (12-month average: $323)
- Activity Days: 8.6 (12-month average: 8.4)
- Retention: 73% (up from a low in May)
Italy shows growth in deposits and betting, but retention falls
Italy experienced significant increases in both deposits and sports betting in July:
- Deposits: $347 (12-month average: $268)
- Casino Betting: $2,110 (12-month average: $1,805)
- Sports Betting: $587 (12-month average: $420)
- However, retention dropped to 75%, lower than the 12-month average (78%).
Conclusion
Greece continues to lead across nearly all core metrics — deposits, sports betting, engagement, and retention — positioning it as a high-value market for long-term iGaming investment. Spain’s dominance in casino betting and solid overall performance highlight its role as a growing and well-rounded market. Italy shows upward momentum in player value and betting behaviour. The UK, while still lagging, is on a growth path with increased deposits, activity, and retention, suggesting renewed potential under its evolving regulatory environment.
Together, these insights highlight the need for tailored market strategies in Europe — balancing acquisition, engagement, and retention — to fully unlock regional performance.
Report metrics:
- Source: Betting trends in Europe countries in the trailing 12 months (July 2024-2025).
- Countries: Greece, Italy, Spain, UK.
- Database: A 12-month average of 6.2 million active players per month.
Category: Average deposit amount
Key finding: average deposit amounts greatest in Greece
Greece consistently leads in average monthly deposit amounts, maintaining the highest values among the four European countries tracked in this report.
Italy and Spain remain in the middle range, with a notable increase in Italy in July 2025. The UK continues to have the lowest average deposit amounts, however with an increase in the past months getting closer to Spain’s deposits level.
The average monthly deposit amounts for each country are as follows:
- Greece: The average for the trailing 12 months before July 2025 is $482. July average deposit was $547.
- Italy: The average for the trailing 12 months before July 2025 is $268. July average deposit was $347.
- Spain: The average for the trailing 12 months before July 2025 is $254. July average deposit was $277.
- UK: The average for the trailing 12 months before July 2025 is $218. July average deposit was $258.
Definition of average deposit amount: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of Sports and Casino bettors (players) who have made at least one deposit.
Category: total monthly casino betting amount
Key finding: Spain has highest total monthly casino betting amount across Europe countries, with a dominant increase in July 2025
In recent months, Spain and Greece closely followed each other in total casino bet amounts. However, Spain surged to the highest level recorded across all countries during the observed period.
Italy maintained a stable trend, with a gradual year on year increase in July. Meanwhile, the UK consistently recorded the lowest average casino bet amounts, though it has shown gradual growth in recent months.
The average monthly total casino bet amounts for each country are as follows:
- Greece: The average for the trailing 12 months before July 2025 is $2,2471. July average was $2,846.
- Italy: The average for the trailing 12 months before July 2025 is $1,805. July average was $2,110.
- Spain: The average for the trailing 12 months before July 2025 is $2,482. July average was $3,047.
- UK: The average for the trailing 12 months before July 2025 is $1,003. July average was $1,214.
Definition of total monthly casino bet amount: The average casino bet amount is the total sum of all casino bets and divided by the number of bettors who have placed at least one casino bet.
Category: Total monthly sports betting amount
Key finding: Greece leads in sports betting amount
Greece held the highest average monthly total sports betting amounts, followed closely by Spain, which saw a dip in July 2025. Italy remained in the middle range but showed a notable increase in recent months, nearly reaching Spain’s level. The UK consistently reported the lowest averages.
The average monthly total sports bet amount foreach country are as follows:
- Greece: The average for the trailing 12 months before July 2025 is $754. July average was $736.
- Italy: The average for the trailing 12 months before July 2025 is $420. July average was $587.
- Spain: The average for the trailing 12 months before July 2025 is $710. July average was $569.
- UK: The average for the trailing 12 months before July 2025 is $323. July average was $446.
Definition of total monthly sports bet amount: The average sport betting amount is the total sum of all sports bets and divided by the number of bettors who have placed in least one sport bet.
Category: average number of activity days per active customer
Key finding: Greece consistently leads maintaining the highest engagement level
Greece consistently leads, maintaining the highest engagement levels throughout the period, though it experienced a recent decline. Spain, Italy, and the UK show a close activity pattern, with the UK demonstrating an increase over the past months, returning to its highest engagement level.
The average activity days per country are as follows:
- Greece: The average for the trailing 12 months before July 2025 is 12.2. July average was 11.2.
- Italy: The average for the trailing 12 months before July 2025 is 8. July average was 7.6.
- Spain: The average for the trailing 12 months before July 2025 is 9. July average was 7.5.
- UK: The average for the trailing 12 months before July 2025 is 8.4. July average was 8.6.
Definition of average activity days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.
Category: Average active retention rate
Key finding: Greece maintained the highest retention rate throughout the entire period
Greece consistently led in average active retention rate throughout the period, though it experienced a dip in July 2025. The other countries displayed high volatility in retention over the year.
The UK reached its lowest retention level in May 2025, with signs of recovery in July, though still below its typical range. Italy saw a notable decline in July, falling to its lowest retention level in the observed period.
The average active retention rates for each country are as follows:
- Greece: The average for the trailing 12 months before July 2025 is 84%. July average was 80%.
- Italy: The average for the trailing 12 months before July 2025 is 78%. July average was 75%.
- Spain: The average for the trailing 12 months before July 2025 is 76%. July average was 71%.
- UK: The average for the trailing 12 months before July 2025 is 77%. July average was 73%.
Definition of active retention rate: The percentage of bettors who were active in the preceding month and remained active in the current month.
For more insight, visit iGaming Pulse.
The post Optimove Insights: Spain leads for average total casino bet amounts first appeared on EGR Intel.
Analysis of four key European markets reveals Greece was top of the pile for average number of activity days per active customer, though the UK maintains its resurgence
The post Optimove Insights: Spain leads for average total casino bet amounts first appeared on EGR Intel.