Responsible gaming efforts across the regulated European gaming industry increased in 2024, according to fresh statistics from the continent’s trade association.
The European Gaming and Betting Association (EGBA) said there was a 48 per cent year-on-year increase in the number of safer gambling messages sent to customers to 100 million.
Personalised messages, which accounted for 28 per cent of the pop-ups and emails, had positive impacts on between 42 and 46 per cent of customers, the group added.
Just over a fifth of these customers (21 per cent) also activated or strengthened safety tools following personalised messages, the EGBA said.
Overall, 69 per cent of players used safety tools. This pool of players was up 28 per cent on the 2023 figure to 26.7 million, half of whom used tools voluntarily, the EGBA said.
The trade association added in its 2025 Sustainability Report that deposit limits remained the most popular safer gambling tool, used by 65 per cent of customers whose use was on a voluntary basis.
“This year’s report shows our members are not only positive contributors to Europe’s economy but also setting industry benchmarks for safer gambling,” said Maarten Haijer, secretary general of the EGBA.
"We’re especially encouraged by the success of personalised safety messages, which our report shows to be positively impacting between 42 per cent to 46 per cent of customers showing high-risk behaviours.
“That’s genuinely meaningful progress that builds trust and helps raise standards across the wider industry.”
The Sustainability Report also revealed that operator members contributed €3.8bn in taxes to the European economy in 2024.
Investment in European sports through sponsorships, fees and streaming rights in 2024 reached €735m, with streaming rights payments accounting for 62 per cent of the total.
Operator members also donated €156.8m to charities and community initiatives across the continent – up four per cent, the trade association said.
Across Europe, there were 62,698 employees across both land-based and online operations. Fifty-seven per cent were male and 43 per cent were female.
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