Optimove Insights: Greece ahead of Spain, Italy and the UK for player engagement

The March 2025 Optimove Europe Gaming Pulse Report 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. The report highlights strong engagement and retention in Southern Europe, with Greece leading across nearly all key performance metrics.

Greece dominates key metrics:Greece consistently outperformed other countries, with the highest average monthly deposit amount ($467 (£364) in March), second-highest casino betting volume ($2,495) and top-tier sports betting volume ($727). Greece also led in user engagement (12.8 average activity days) and retention (85% in March).

Spain’s strength in casino wagers:Spain reported the highest total casino betting amount in March ($2,719 in March), showcasing consistent growth and user engagement (9.8 activity days in March).

UK trails but shows gradual growth:The UK had the lowest averages in deposits, casino, and sports bets. However, it demonstrated steady improvement in both sports betting amount ($331) and retention (80%) in March.

Italy shows moderate performance:Italy showed moderate performance across all metrics.

Greece is clearly leading in player deposits, betting activity, engagement and loyalty, making it a strategic market for igaming operators focused on sustainable value and long-term player retention. Meanwhile, the UK, as a strongly regulated and mature market, shows this stability through lower but steady monetary metrics. Its performance reflects a well-established player base with consistent behaviour, which can offer valuable benchmarks for sustainable growth in other regions.

Report metrics:

Source: betting trends in select European countries in the trailing 12 months (March 2024-2025)

Countries: Greece, Italy, Spain and the UK

Database: a 12-month average of 6,253,012 active players per month

Average deposit amount

Key finding: Average deposit amounts greatest in Greece

Total monthly average deposit amount across select European countries

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 relatively stable fluctuations throughout the year. The UK continues to have the lowest average deposit amounts.

The average monthly deposit amounts for each country are as follows:

Greece: the average for the trailing 11 months before March 2025 is $456. March average deposit was $467.

Italy: the average for the trailing 11 months before March 2025 is $259. March average deposit was $266.

Spain: the average for the trailing 11 months before March 2025 is $234. March average deposit was $234.

UK: the average for the trailing 11 months before March 2025 is $206. March average deposit was $210.

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.

Total monthly casino betting amount

Key finding: Spain has the highest total monthly casino betting amount across select Europe countries

Spain leads in average monthly total casino bet amounts, showing strong performance with a notable peak in July 2024, followed by some fluctuations and another significant rise in March 2025.

Greece followed closely behind, demonstrating steady growth throughout the year and ending with a high in March 2025.

Italy showed a gradual decline over the year, with a dip in February and slight recovery in March.

The UK consistently had the lowest average casino bet amounts, though it saw gradual growth and a strong increase in March 2025.

The average monthly total casino bet amounts for each country are as follows:

Greece: the average for the trailing 11 months before March 2025 is $2,363. March average was $2,495.

Italy: the average for the trailing 11 months before March 2025 is $1,846. March average was $1,675.

Spain: the average for the trailing 11 months before March 2025 is $2,533. March average was $2,719.

UK: the average for the trailing 11 months before March 2025 is $922. March average was $1,054.

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.

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 year, despite some fluctuations and a slight dip in early 2025.

Italy showed a moderate downward trend overall, while the UK consistently had the lowest average, although it displayed a steady upward trend.

The average monthly total sports bet amount for each country are as follows:

Greece: the average for the trailing 11 months before March 2025 is $741. March average was $727.

Italy: the average for the trailing 11 months before March 2025 is $431. March average was $395.

Spain: the average for the trailing 11 months before March 2025 is $757. March average was $705.

UK: the average for the trailing 11 months before March 2025 is $307. March average was $331.

Definition of ‘total monthly sport 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 at least one sports bet.

Average number of activity days per active customer

Key finding: Greece consistently leads

In comparing the average activity days per active customer across select European countries, the data shows that Greece consistently leads, maintaining the highest engagement levels throughout the year. Spain follows in second place, showing a steady increase over time and ending at 9.77 days in March 2025.

Italy and the UK display similar patterns, with slight fluctuations and a gradual decline in early 2025.

The average activity days per country are as follows:

Greece: the average for the trailing 11 months before March 2025 is 12.2. March average was 12.8.

Italy: the average for the trailing 11 months before March 2025 is 8.3. March average was 7.9.

Spain: the average for the trailing 11 months before March 2025 is 9.4. March average was 9.8.

UK: the average for the trailing 11 months before March 2025 is 8.4. March average was 8.

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.

Average active retention rate

Key finding: Greece had the highest retention

Greece consistently led in average active retention rate, reaching 84.73% in March 2025. The other countries showed a strong volatility trend over the year ranging 70-80.

The average active retention rates for each country are as follows:

Greece: the average for the trailing 11 months before March 2025 is 84%. March average was 85%.

Italy: the average for the trailing 11 months before March 2025 is 79%. March average was 80%.

Spain: the average for the trailing 11 months before March 2025 is 78%. March average was 79%.

UK: the average for the trailing 11 months before March 2025 is 78%. March average was 80%.

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.

Figures normalised in dollars for comparison purposes.