Chapter 2: Market overviews
SNAPSHOT Eastern Europe
Largest population
Russia
Largest income (by av income/PPP)
Russia
Largest GDP
Russia
Best economic outlook
Russia
Highest TV households (% penetration)
Russia
Highest broadband penetration (by number of users)
Russia
Highest mobile penetration (per 100 inhabitants)
Russia
Biggest gambling market (by value)
Russia
SNAPSHOT Southern Europe
Largest population
Turkey
Largest income (by av income/PPP)
Greece
Largest GDP
Turkey
Best economic outlook
Greece/Turkey
Highest TV households (% penetration)
Greece
Highest broadband penetration (by number of users)
Turkey
Highest mobile penetration (per 100 inhabitants)
Greece
Biggest gambling market (by value)
Greece/Turkey
Overview
The revenue of the gaming market in Southern and Eastern Europe is estimated at about €10bn,
with a great growth potential in the next few years. The popularity of gaming (and especially sports
betting) among a population of approximately 380m people, coupled by the recent entry of many
countries into the EU are the main factors that drive this potential.
Digital gaming offers interesting opportunities in most parts of Southern and Eastern Europe, with
countries such as Romania, Slovakia, Slovenia, and the Czech Republic embracing the digital gaming
revolution by allowing companies and operators other than the national lottery to request and hold
licences.
For example, the appealing Romanian market has recently become the target of large online gaming
operators. In just three months, 13 operators have received their provisional licences. This number
seems to keep growing and by the looks of it, the Romanian digital gaming market has already
surpassed the Bulgarian market and will keep growing.
There is a strong propensity to gamble among many of the citizens in Eastern Europe. These people
culturally enjoy gambling and that has been denied in its regulated form. Whilst there was no stability
in these Eastern countries in the past, gambling laws kept changing and encouraged monopoly or
oligopoly. These policies drove away most gambling operators. However, most countries from Eastern
Europe allowed digital gaming starting from 2010 (with the exception of Montenegro – with the 2004
law) and things have started to go in the right direction.
Why is Eastern and Central Europe perfect for gambling giants? The portrait of the gambler from that
region says it all: low income and avidity for high returns, meaning that he/she is willing to play a larger
percentage of its income and has a penchant for high risk – high reward games, where luck predominates,
unlike Westerners or Northerners for example, who prefer games such as poker or bet for fun.
Digital Sports Betting 57