iGaming: A Thriving Industry in Europe and the US, with Australasia Poised for Growth

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The iGaming industry is witnessing a remarkable global surge, with Australasia emerging as a key player in this dynamic landscape. As online casinos continue to captivate audiences worldwide, the trend is no different in New Zealand, where platforms are gaining traction. Interestingly, New Zealand’s legal framework does not prohibit citizens from accessing these online casino NZ platforms, fostering a conducive environment for the industry’s growth. 

The regional development is part of a broader, worldwide expansion of the iGaming sector as Australasia steps into the spotlight of this rapidly evolving market.

The European and American iGaming Landscape

The iGaming industry in Europe has long been established, generating substantial revenue with an average annual figure of $34.5 billion in 2018. In comparison, North America (including the US and Canada) reported a slightly lower revenue of $31.4 billion in the same year. The discrepancy is primarily due to the broader acceptance and legal status of iGaming in European countries compared to the United States, where online gambling is only beginning to gain momentum with gradual legalization​.

Europe leads in data protection and safety, with robust online security measures, especially in countries like Germany. Payment methods in the European market are diverse, including e-wallets and cryptocurrencies, whereas the US market is still evolving in this aspect, predominantly relying on traditional payment methods​.

In terms of gambling culture, the US is known for its large, resort-style casinos, offering a glamorous experience often associated with vacations. Conversely, in Europe, gambling is more frequently viewed as a casual pastime, accessible via smartphones or local bookmakers​.

iGaming in Australia: An Emerging Powerhouse

Australia, often overlooked in global iGaming discussions, is experiencing rapid growth in this sector. In 2022, the Australian iGaming market enjoyed revenues exceeding USD 9 billion, with projections indicating a rise to nearly USD 14 billion by 2027. The country has a unique approach to online gambling, legalizing sports betting and horse racing nationwide while adopting a stricter stance on online casinos, in-game betting, and slots​.

The Australian audience for iGaming is expanding, with 11% of the population participating in online gambling as of 2022, a significant increase from 8% in 2020. This growth trajectory is expected to continue, with projections of 7.3 million users by 2027​.

Marketing strategies in the Australian iGaming market focus on unique offerings such as software and customer service. and the popularity of sports betting, especially in local sports like Aussie Rules Football, are notable trends. Social media and streaming are emerging as effective regional affiliate marketing channels​.

New Zealand: A Growing iGaming Market

In New Zealand, the iGaming industry is on the rise, driven by the widespread use of mobile devices and the emergence of mobile-friendly gaming apps. The country allows legal access to international casino platforms, attracting a growing number of Kiwi players. This has increased marketing efforts from international casinos targeting the New Zealand market​.

The rise of the New Zealand game development industry has been a significant factor in the growth of iGaming in the country, supported by government investment in young gaming entrepreneurs and new gaming enterprises. 

Mobile gaming has also played a crucial role in this surge, with operators developing mobile applications for easier access to gaming content​.

Final Thoughts

The iGaming industry, having firmly established itself in Europe and making significant strides in the US, is now poised for substantial growth in Australasia. Australia and New Zealand present promising markets with unique characteristics and potential for expansion. The future of iGaming in these regions is bright, underpinned by technological advancements, evolving payment methods, and a growing audience.