The European iGaming landscape continues to evolve rapidly as regulators adapt to technological advancements, market expansion, and shifting player behaviours. For affiliates and operators alike, staying informed on regional regulations and growth opportunities is essential to long-term success. As 2025 draws to a close, key markets across Europe are finalising licensing updates, tightening compliance rules, and laying the groundwork for an even more competitive 2026.
A Shifting Regulatory Landscape
Europe has long been one of the most mature iGaming regions globally, but it is far from static. Regulatory updates across several jurisdictions are reshaping how affiliates and operators engage with customers.
In the Netherlands, the Kansspelautoriteit (KSA) has intensified enforcement of its advertising code introduced in 2023. In early 2025, new proposals were put forward to ban untargeted advertising completely, including the use of influencers and sports sponsorships. The KSA is also increasing oversight of affiliate marketing to ensure transparency and responsible gambling compliance (KSA, 2025).
Meanwhile, Germany continues to adjust its State Treaty on Gambling (GlüStV 2021), which centralised online licensing under a federal framework. Although the Glücksspielbehörde (GGL) has issued dozens of licences for sports betting and virtual slots, criticism remains over the burdensome tax rates and limitations on live betting. Despite these hurdles, the market remains attractive due to its scale and legal clarity.
In Spain, 2025 has seen the continued implementation of Royal Decree 958/2020, particularly its restrictions on advertising and sponsorships. However, growth persists, especially among operators who embrace localised, responsible marketing strategies. The Dirección General de Ordenación del Juego (DGOJ) is also exploring new measures to improve affiliate transparency and strengthen anti-money laundering (AML) controls (DGOJ, 2025).
Markets to Watch in 2025?
While some European markets are focused on tightening regulation, others are positioning themselves as attractive hubs for investment and expansion.
Romania continues to stand out as a model of stability and growth. The National Gambling Office (ONJN) has maintained a transparent licensing system and actively supports affiliates and operators through public consultation. The country's strong internet infrastructure and rising mobile penetration make it a prime target for affiliate programmes heading into 2026.
Portugal is another market gaining traction. The Serviço de Regulação e Inspeção de Jogos (SRIJ) recently expanded licensing categories to include more verticals, creating room for innovation and affiliate partnerships. According to SRIJ data, Portugal’s online gambling revenue increased by over 30 percent in 2024, with continued momentum throughout 2025, driven by the popularity of sports betting and casino games among younger demographics (SRIJ, 2025).
Greece also deserves attention. Since reforming its gambling laws in 2021, the Hellenic Gaming Commission (HGC) has issued new licences to international operators and streamlined tax obligations. The result is a more competitive, regulated environment where affiliate marketing can thrive. Growth in iGaming revenue has exceeded 25% year-on-year, highlighting the market’s strong potential heading into 2026.
Strategic Considerations for Affiliates
Affiliates navigating Europe’s complex regulatory environment must adopt a region-specific approach. Compliance, localisation, and trust are no longer optional; they are critical success factors.
Here are three areas of focus:
- Compliance First
Work only with licensed operators in each jurisdiction. Ensure that all marketing campaigns, landing pages, and content meet local advertising and responsible gaming guidelines. - Think Local, Act Local
Tailor your messaging to the cultural and legal landscape of each country. This includes language, payment preferences, and understanding player motivations. - Build Strong Partnerships
Form relationships with operators who value transparency and compliance. Platforms like NetRefer provide affiliates with the tools, insights, and automation needed to succeed in regulated markets.
Final Thoughts
Europe remains a cornerstone of global iGaming, offering both challenges and rewards in equal measure. As regulators continue refining their frameworks and player expectations rise, affiliates and operators who stay informed, adapt quickly, and prioritise compliance will be best positioned to grow sustainably in 2026 and beyond.
For those navigating this dynamic landscape, success hinges on strategic partnerships, local insight, and the right tools to stay compliant and competitive.