Optimove Insights: Greece beats the UK, Italy and Spain in live betting, deposits and retention
In this month's column, Optimove data analyses four key European markets, with the UK leading on pre-match betting
Optimove Insights’ iGaming Pulse analysed betting trends across four key European markets – the UK, Spain, Italy and Greece – each averaging 500,000+ monthly active players. Covering January 2024 to January 2025, this report offers a comprehensive look at market dynamics and player behaviour.
Greece leads in live betting; UK dominates pre-match betting
The findings indicate that Greece has the highest share of live betting, with a monthly average of 70% of total bet amounts placed during live events. Italy (57%) and Spain (55%) also show a strong preference for live betting, with the majority of wagers placed in real time.
The UK, in contrast, leads in pre-match betting, with 66% of total bets placed before kick-off – the highest among all analysed markets.
These insights highlight the varying betting habits across European markets, offering valuable guidance for operators looking to optimise their regional strategies.
Greece tops player deposits, doubling the UK
Greece tops another list, this time with an average monthly deposit per player of €641.8, indicating a high-value player base and strong potential for VIP programmes and retention strategies.
Italy (€397.5) and Spain (€343.1) follow, showing stable but lower deposit activity. Meanwhile, the UK has the lowest average deposit at €287.8, suggesting a volume-driven approach with lower-stakes promotions may be more effective.
These insights can help operators optimise player engagement and marketing strategies to match regional behaviours. The UK’s lower deposits likely stem from strict regulations, a mature market with dispersed spending and a preference for lower-stakes betting.
Greece leads in retention, with 83.17% of players staying engaged
The research looked at new and active retention rates across the four European countries.
Once again, Greece tops the charts, with a 2024-25 average of 52.23% for new player retention and an impressive 83.17% for active retention – highlighting strong long-term engagement. Italy follows with 49.11% new retention, while Spain averages 45.22%, both maintaining stable trends.
The UK has the lowest new-player retention rate at 37.49%, with greater variability and lower long-term engagement. However, across all markets, active-player retention rates are significantly higher, indicating that once players are engaged beyond the initial phase, they tend to stay active.
These insights highlight the importance of strong onboarding strategies to improve early retention, while reinforcing ongoing engagement efforts to maximise long-term player value.
For more insights visit Optimove Insights’ iGaming Pulse.