Against a backdrop of changing regulation, both sets of providers have to adapt to survive. But which side is in the lead? Let’s find out!
Why are iGaming Providers Leading in Ireland?
iGaming is the most popular form of gambling in Ireland. Online casinos alone are predicted to generate revenue of €1.36 billion in 2025, according to Statista, dwarfing the value of sports betting providers in the country.² There are a few reasons behind this, with some of the most influential being the shift to the online market and a growth in game options.
Shift Online
According to the European Commission, 45.2% of Ireland’s population lives in rural areas. This is significantly higher than the European average, which sits around 24.6%.³ It’s hardly surprising that the shift to online gambling has had a big impact on the country. Rather than having to travel to distant land-based options in the country, the widely dispersed population can enjoy the convenience of playing from anywhere at any time.
The online gambling market has seen a further boost in recent years due to COVID-19. Land-based providers were required to close, resulting in many players turning to online alternatives. During 2020, searches for online casinos were at an ‘all-time high’, with an increase in customers playing online slots, poker, and other casino games.⁴
More Games Than Ever
The move online has given more Irish players than ever access to popular casino games like blackjack, poker, roulette, and slots. These players can also enjoy innovative options from the comfort of their own home. That includes live games, which bring players closer to the feel of a real casino through intricate set design and interaction with a live dealer.
There’s further innovation as well, with game choices like progressive jackpots. These are often slot games where each spin causes the prize to grow. Slots have been one of the most popular casino games in recent years. Their variety, as well as their budget-friendly, low-risk mechanism, has earned them many fans.
Incorporating Innovative Technology
The iGaming market is an expert at incorporating the newest technology developments. Whether it’s artificial intelligence or virtual reality, iGaming providers consistently lead the way.
One example of this is virtual reality games, which use headsets to immerse players within a realistic casino environment online. Through enhanced set and sound design, users can get as close to the real thing as possible without heading to a casino. They also allow players to customise their own virtual avatar, who can interact with characters and features like wheels and chips.
AI has been one of the most influential technologies on the iGaming market. Whether it’s improving the efficiency of customer service through AI chatbots, or providing more accurate game recommendations, AI has revolutionised iGaming. It’s also likely to play a significant role in shaping the future of iGaming, with generative AI fully automating marketing.
Sports Betting Providers are Struggling to Compete
We’ve just covered some of the reasons that iGaming has become so popular with Irish players. Whether it’s expertly incorporating new technologies to improve customer experience, providing a better game library, or just the convenience, iGaming has become the go-to for gamblers.
Sports betting providers have been struggling to compete with this increasing popularity. It’s a market where innovation is slightly harder. Ultimately, the product is betting. It’s a world away from online casinos where there’s new products every week.
There are a few other reasons sports betting providers in Ireland have fallen behind, like the decline of in-person betting. Let’s take a closer look at them now.
The Decline of Land-based Gambling
Irish betting shops have closed in droves in recent years. Since 2008, over 30% have shut, and revenue has decreased by €1.1 billion.⁵ The numbers are reflective of a monumental shift in the industry. It’s clear that the time of in-person betting is of the past.
It wasn’t just COVID-19 that was behind these closures. Much of the shift comes down to convenience. There’s also more choice within iGaming, including both games and bonuses. While bonuses are often reserved for high rollers at land-based providers, all players can make the most of them at iGaming providers. There are even no and low deposit bonuses that cater to players on a lower budget.
Now, Irish betting shops have been asked to diversify their offering if they want to survive. The Irish Bookmakers Association has been encouraging bookies to consider rebranding as entertainment centres. This would mean offering casino games, alongside sports betting.
Challenges From Changing Regulation
There have been some big changes in terms of gambling regulations in Ireland in recent years. Although all providers, including those in the iGaming sector, will feel the effects of them, the already struggling bookies will be hardest hit.
In October 2024, Ireland passed its most important piece of gambling legislation, the Irish Gambling Regulation Act.⁶ This changed the way licences work; rather than having specialised ones for each sector, all gambling providers will have to have a commercial licence. Sports betting providers will have to adapt to this by acquiring the new licence.
The Act also established the Gambling Regulatory Authority of Ireland to oversee the industry. They’ve been quick off the mark when it comes to legislation. Changes have been made to bonuses, banning targeted bonuses. An example of this is cashback bonuses, which are only available to players who lose over a certain amount. These targeted bonuses will be a thing of the past in Ireland.
There have also been changes to how gambling advertising works. When joining a betting site, players are usually added to a marketing database, meaning they’ll receive emails from the provider. New legislation means that this will be reversed, with only players who specifically opt in to marketing receiving it. Ireland is also one of the first countries to completely ban social media marketing. Only those over the age of 18 who already follow and have an account at a provider will see gambling ads on social media.
Sports betting providers will have to adapt to this time of big change in Ireland’s gambling industry if they want to survive. To compete with iGaming providers, they’ll have to get to grips with new regulation and the online world quickly.
What is the Future for Sports Betting Providers in Ireland?
It’s not all doom and gloom for sports betting providers in Ireland. The future lies in innovation, adaptation to technology, and diversification. There has been growth in the online sector of the market, with a growth rate of 2.46%. If providers can capitalise on this online shift, sports betting could challenge iGaming.
Sports betting is also deeply ingrained in the Irish identity, going hand in hand with some of the country’s most popular sports. One of these is horse racing. Ireland is home to more horse racing courses per head than any other country in the world. Irish trainer Willie Mullins has won Leading Trainer for seven consecutive years at Cheltenham. Some of the biggest names in horse racing betting are from Ireland. Although land-based providers have experienced a decline, it’s unrealistic to think that sports betting won’t remain popular in Ireland.
Who Leads the Way in Gambling in Ireland?
The online market has firmly taken the lead in Ireland. iGaming providers are able to offer convenience, more choice, and cutting-edge technology, making them popular with players throughout the country. In contrast, sports betting has been somewhat left behind. Land-based providers have been particularly struggling with shops closing in large numbers, exacerbated by COVID-19 and changing regulations.
Although ugh the future might seem dark for sports betting providers in Ireland, the online world represents hope. If providers can continue to evolve for the online space and diversify their offering, they’re likely to ride out the storm. Especially given how ingrained sports betting is with popular Irish sports like horse racing. Overall, although Irish iGaming providers have taken the lead for now, sports betting providers are more than capable of catching up.
¹ Sports Betting- Ireland, Written by Statista, Published by Statista.
² Gambling- Ireland, Written by Statista, Published by Statista.
³ Urban-Rural Europe- Introduction, Written by the European Commission, Published by Eurostat.
⁶ The Law on Gambling in Ireland, Written by Citizens Information, Published by Citizens Information.
