The global online gambling (iGaming) market is entering 2026 on a strong growth trajectory. Industry revenue worldwide is projected to exceed $110 billion in 2026, continuing a ~10% annual growth rate through the decade. By 2030, the market could reach $169 billion, driven by expansion into newly regulated territories and deeper engagement in mature markets. Operators and suppliers are increasingly optimistic about the regulatory climate: in a recent survey, nearly half of industry professionals rated the current legal environment 7 out of 10 or higher, with the average sentiment improving year-on-year. This reflects a paradigm shift; regulation is now viewed as a growth catalyst rather than a constraint.

Macro Forces Shaping 2026: Several broad forces are redefining iGaming’s landscape:

1. Regulatory Clarity – Governments worldwide are providing clearer licensing frameworks, legitimising online casino and sports betting and attracting investment[4][5]. Even traditionally restrictive markets (e.g. Brazil, Finland) are transitioning to competitive licensing models.
2. Market Maturity – The sector has moved from a startup phase into maturity, shifting priorities toward disciplined profitability and sustainable growth. Major companies emphasise operational resilience and long-term player value over aggressive expansion.
3. AI and Tech Acceleration – Rapid advances in Artificial Intelligence (AI) and analytics are enabling real-time personalisation, smarter risk management, and new player experiences. Over 56% of operators rank AI integration among their top 3 priorities for 2025-26, spurring adoption of machine learning for player segmentation, odds-making, and more.
4. Product Convergence – The line between gambling and broader entertainment continues to blur. Operators are merging casino, sports betting, esports, live streaming, and social gaming into unified ecosystems. Innovative offerings like live game shows with betting elements and community-driven features are creating “hybrid” experiences.
5. Emerging Markets – Latin America, parts of Africa, Asia-Pacific, and some North American jurisdictions are opening up, representing the next frontier of growth. Latin America in particular is seen as the most promising region in the near term, followed by North America and parts of Asia, while Africa and the Middle East also present new opportunities, albeit from a smaller base.

Micro Forces and Trends: On the operational level, 2026 will see heightened focus on personalisation, with AI-driven engines tailoring content, bonuses, and messages to individual player preferences in real time. Fintech and payment innovation are reducing friction – instant ID verification, e-wallets, local payment methods and even crypto are making deposits and withdrawals seamless. Game formats are evolving: fast-paced “crash” games, live multiplayer experiences, and gamified loyalty systems are differentiating content offerings. Finally, customer lifetime value (LTV) and retention have eclipsed pure acquisition as strategic priorities. With rising competition and marketing costs, operators are leveraging data analytics to increase retention, focusing on long-term player value over short-term volume.

Global Outlook by Stakeholder: Globally, operators face an increasingly regulated yet opportunity-rich environment. In 2026, operators must navigate a patchwork of regimes – embracing regulation as a foundation for stability while managing compliance costs. Many are expanding geographically, prioritising markets with clear licensing and scalable frameworks. Suppliers and platform providers are tailoring their products to be compliance-ready across multiple jurisdictions (“out-of-the-box” multi-licence support), and investing in AI to enhance game personalisation and risk controls. Affiliates and marketers are adapting to stricter advertising rules by focusing on higher-quality traffic and brand building rather than sheer volume –

for example, brand reputation and trust now play a bigger role in player acquisition than bonus incentives. Regulators themselves are increasingly proactive, balancing market liberalisation with responsible gambling mandates and tax revenue goals. This dynamic creates a virtuous cycle: clear and fair regulation builds consumer trust in licensed operators, which in turn drives growth – a trend many in the industry welcome.

Strategic Priorities for 2026: The report identifies several top priorities that all iGaming stakeholders should consider in their 2026 planning:

• Regulatory Strategy: Treat regulation as a growth enabler. Proactively engage with new licensing opportunities (e.g. in Latin America, North America, etc.) and build compliance into operations at scale.
• Technology and AI: Accelerate adoption of AI/ML for personalisation, fraud detection, and customer service, but ensure transparency and fairness in algorithms. Embrace new interfaces (mobile, AR/VR) and prepare for the “metaverse” era of gambling.
• Player Experience & Retention: Remove friction at every touchpoint – from quick onboarding to instant payouts – to boost conversion and loyalty. Invest in unique content, gamification, and community features that increase engagement and lifetime value.
• Responsible Gambling & ESG: Strengthen responsible gaming (RG) initiatives with data-driven monitoring and interventions. Treat RG and broader ESG (Environmental, Social, Governance) commitments as core to strategy, to satisfy regulators and build brand trust.
• Global Market Expansion: Develop a diversified market portfolio. Enter emerging regulated markets through local partnerships and tailored offerings, while consolidating positions in mature markets via product innovation and superior user experience.
• Operational Excellence: Focus on sustainable growth and profitability. Optimise marketing spend (shift from pure acquisition to retention marketing), improve cybersecurity resilience, and build agile teams capable of responding to fast-changing trends.

In summary, iGaming in 2026 will be defined by a maturing industry that is more transparent, more tech-enabled, and more globally integrated than ever. Success will require balancing innovation with responsibility – leveraging new technologies and markets thoughtfully within a framework of compliance and player protection. The following sections delve into each of these areas, offering forecasts, examples, and strategic recommendations for operators, suppliers, affiliates, regulators, and investors.