The Optimove Europe Gaming Pulse Report – June 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. In June, average deposits hit $501, and sports betting reached $753. While activity and retention dipped slightly, Greece continues to show strong overall player value and consistency. - Spain leads in casino wagers:
Spain surged to the top in casino betting with $2,918 in June, the highest monthly amount across all countries. Deposits and sports betting remained solid, while retention and activity levels stayed stable, positioning Spain as a fast-growing and balanced market. - UK shows growth opportunity under regulatory pressure:
As of June, deposits increased to $249 and sports betting reaching $452. Engagement improved slightly, and retention rose to 72% after a May low. Though still trailing other markets, recent growth indicates positive momentum after new regulations have been effective in the past months. - Italy shows moderate and stable performance:
Italy showed strong growth in June, with a spike in average deposit to $323 and increased betting activity across both casino and sports. However, retention dropped sharply to 69%, its lowest level in the period, signalling potential challenges with player loyalty amid market transitions.
Conclusion:
Greece is firmly positioned as the leader in player deposits, betting activity, engagement and retention, making it a strategic market for igaming operators focused on long-term value. Spain’s rapid growth in casino betting signals strong momentum and emerging opportunities for expansion. Italy shows high potential with rising deposits and betting activity, but declining retention highlights the need for stronger player lifecycle strategies. In the UK, recent growth in deposits and engagement suggests a recovering market, with an opportunity to rebuild loyalty and value through targeted reactivation and retention efforts.
Report metrics:
- Source: Betting trends in Europe countries in the trailing 12 months (June 2024-2025).
- Countries: Greece, Italy, Spain, United Kingdom.
- 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 mid-range, with a notable increase in Italy in June 2025. The UK continues to have the lowest average deposit amounts, however, with an increase in the past two months getting closer to Spain deposits level.
The average monthly deposit amounts for each country are as follows:
- Greece: The average for the trailing 12 months before June 2025 is $473. June average deposit was $501.
- Italy: The average for the trailing 12 months before June 2025 is $263. June average deposit was $323.
- Spain: The average for the trailing 12 months before June 2025 is $251. June average deposit was $267.
- United Kingdom: The average for the trailing 12 months before June 2025 is $214. June average deposit was $249.
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 June 2025
In recent months, Spain and Greece closely followed each other in total casino bet amounts. However, in June 2025, Spain surged to the highest level recorded across all countries during the observed period. Italy maintained a stable trend, with a notable year-over-year increase in June. 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 June 2025 is $2,442. June average was $2,573.
- Italy: The average for the trailing 12 months before June 2025 is $1,798. June average was $1,912.
- Spain: The average for the trailing 12 months before June 2025 is $2,421. June average was $2,918.
- UK: The average for the trailing 12 months before June 2025 is $981. June average was $1,104.
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 and Spain closely lead
Greece and Spain maintained the highest average monthly total sports bet amounts throughout the period. Italy positioned in the middle, while the UK consistently had the lowest average. In June, a steady upward trend observed both in Italy and the UK as they reached their highest level.
The average monthly total sports bet amount for each country are as follows:
- Greece: The average for the trailing 12 months before June 2025 is $743. June average was $753.
- Italy: The average for the trailing 12 months before June 2025 is $413. June average was $500.
- Spain: The average for the trailing 12 months before June 2025 is $712. June average was $666.
- UK: The average for the trailing 12 months before June 2025 is $310. June average was $452.
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 with a recent decline. Spain, Italy, and the UK show a similar activity pattern, with the UK demonstrating an increase over the past two months, returning to its highest engagement level last seen at the end of 2024.
The average activity days per country are as follows:
- Greece: The average for the trailing 12 months before June 2025 is 12.1. June average was 10.7.
- Italy: The average for the trailing 12 months before June 2025 is 8. June average was 7.3.
- Spain: The average for the trailing 12 months before June 2025 is 9.1. June average was 8.5.
- UK: The average for the trailing 12 months before June 2025 is 8.4. June average was 8.3.
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 June 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 June, though still below its typical range. Italy saw a notable decline in June, 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 June 2025 is 84%. June average was 78%.
- Italy: The average for the trailing 12 months before June 2025 is 79%. June average was 69 %.
- Spain: The average for the trailing 12 months before June 2025 is 77%. June average was 74%.
- UK: The average for the trailing 12 months before June 2025 is 77%. June average was 72%.
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 insights visit iGaming Pulse.
The post Optimove Insights: Greece leads on deposits, betting activity, engagement and retention first appeared on EGR Intel.
In-depth analysis of four key European markets finds Spain’s rapid growth in casino betting “signals strong momentum and emerging opportunities for expansion”
The post Optimove Insights: Greece leads on deposits, betting activity, engagement and retention first appeared on EGR Intel.