The developing markets in Eastern Europe hold great promise for iGaming operators — if they are well prepared for the challenges they will face. Experts at Slotegrator highlight that adopting new technologies and embracing an omnichannel approach are crucial to making the most of opportunities in Eastern Europe.
Online gaming markets across Eastern Europe are developing rapidly, presenting a tempting opportunity for operators.
This growth is accompanied by the usual regulatory changes in the areas of responsible gaming, advertising and combating money laundering and terrorist financing, but operators should not be alarmed by the tightening of restrictions.
Eastern European Market
Eastern European markets have a lot to offer those with the right technology and the right approach.
“Eastern European markets are rewriting the iGaming industry playbook, emerging as high-growth territories that are too profitable to ignore,” comments Faruk Aydin, Chief Revenue Officer at Revpanda Group.
“These markets are not just expanding — they are evolving, driven by a technology-savvy population and regulatory environments that are becoming more investor-friendly,”
He added: “The real game changer here is the combination of local knowledge and adaptability; companies that understand and respond to the region’s distinct cultural and economic dynamics will find themselves leading the race in a rapidly maturing market.
The region’s appetite for personalized iGaming experiences, combined with a sharp focus on localization, has turned it into a traffic magnet that smart brands can’t afford to ignore.
When leading your marketing efforts, I recommend mastering the art of digital nuance, knowing the local pulse, and riding the wave of growing demand before someone else does.”
Restriction in Russia
Gambling has always been heavily restricted in Russia, largely confined to designated gaming zones. The biggest recent change has been the introduction of new regulations in September 2024. These regulations have implemented stricter, more centralized control over the industry, particularly the online sports betting segment.
While online sports betting is legal in Russia, online casino players have to resort to VPNs, mirror and proxy sites. Additionally, new innovations like casinos on Telegram are used to achieve the desired gaming experience.
In Belarus, the casino industry initially developed to cater to Russian gamblers. For these players, Minsk was many times closer than, for example, the remote Primorsky zone.
However, growth has slowed in recent years, due to the country’s social and economic conditions, as well as increasingly high taxes.
Gaming bans in Ukraine
Since Ukraine lifted its decade-long gaming ban in 2020, regulator KRAIL has diligently protected the legal domestic market, blocking nearly 3,000 illegal sites in 2024 alone.
The Verkhovna Rada (Ukrainian parliament) voted this year to dissolve KRAIL, which had granted 152 licenses in the first quarter of 2024, but this does not mean the government is backtracking on regulation; Many members of the body joined the war effort, making it impossible to fully function.
Instead, oversight will be transferred to another body while authorities continue to focus on responsible gaming measures and protecting the domestic market.
Players have limited options in Moldova. The government monopoly was replaced by a public-private partnership in 2018, but there is still no room for new operators.
However, revenues are healthy enough for the government to announce a plan to borrow money from the Moldova Lottery to pay back wages to Moldovan railway employees and keep the trains running, offering an example of how useful regulating the railway industry can be. games.
Growth in Bulgaria
Bulgaria is a growing market. Projections for 2024 indicate that the Bulgarian gaming industry will generate BGN 200 million (€102.3 million / US$111.7 million) for the national budget in 2024.
However, as always, growth can breed resistance; In May, the country’s parliament voted to ban advertising in the sector. However, the National Revenue Agency has ruled that social media platforms do not fall under the traditional definition of “media” and can still promote games, meaning you can expect a lot of activity in the affiliate sector.
At the same time, fees have also increased — licenses now cost three times as much and income tax has increased from 15% to 20%. The country has also aligned its AML and CFT measures with European standards, and the NRA has created a new AML unit to enforce requirements.
Gaming Revenue in Slovenia
Online gaming revenues in Slovenia are promising, forecast to show an annual growth rate of 8.28% between 2023 and 2027, resulting in a projected market volume of €231.60 million by 2027. This year, the market online sports betting is expected to reach a volume of €62.42 million.
Serbia, Slovenia and Croatia have one thing in common; Gamers often prefer retail, sometimes even wary of online-only brands. In Croatia and Slovenia, only brick-and-mortar licensees can offer services online, so success there may depend on an omnichannel approach.
In Serbia, on the other hand, operators are free to apply for online casino licenses, due to legislation passed in 2020. Licensees must be registered in Serbia or elsewhere in the European Economic Area.
Games in Hungary
And Hungary technically ended its state monopoly on online sports betting last year, allowing private operators from the European Economic Area to accept Hungarian players. However, requirements remain strict for online casinos: only land-based casino licensees can operate gambling sites.
This is a new development, as the previous state monopoly was declared illegal by the Court of the European Union in 2017, and the private licensing regime only began in 2023. However, the only license issued so far has been to the organization that held the former state monopoly.
What does all this tell us? First, that the time is right for licensees of brick-and-mortar establishments in Central and Eastern Europe, including the Balkans (and even looking further into the CIS countries), to expand online, if they haven’t already, to take advantage of increased revenues.
Player preference
Even though today’s gamers have an affinity for retail, each passing generation moves increasingly online. Secondly, players who already prefer online casinos to their physical counterparts, but live in heavily restricted markets, will look for technological solutions such as Telegram casinos.
“Eastern European markets are becoming increasingly exciting,” says Ataur Abeer, Senior Sales Manager at Slotegrator.
“Companies that are ready to embrace the nuances and face the challenges of these markets can expect satisfactory results. Our Telegram Casino solution is especially effective for these markets.”
Slotegrator participated in SiGMA Eastern Europe in Budapest, Hungary. During the event, the company shows how its solutions perfectly serve the Eastern European markets.
About Slotegrator
Since 2012, Slotegrator has been one of the iGaming industry’s leading providers of software and business solutions for online casino and sportsbook operators. The focus is on software development and support for online casino platforms.
Furthermore, Slotegrator is dedicated to the integration of gaming content and payment systems. The company works with licensed game developers and offers a vast portfolio of casino content.
This portfolio includes slots, live casino games, poker, virtual sports, table games, lotteries, casual games and betting data feeds. Therefore, Slotegrator also provides consultancy services in the acquisition of gambling licenses and business incorporation.
