Europe’s gambling market is changing fast.
Major betting companies are joining forces, traditional betting shops are disappearing, regulators are increasing pressure on offshore casinos, and several European countries are reconsidering how online gambling should be regulated.
For casino players and sports bettors, these changes could affect which brands are available, where they can play, and how the European gambling market develops in 2027.
Here are five major trends BonusScout believes European players should be watching.
1. Lottomatica and CIRSA Are Creating a New Gambling Giant
One of the biggest gambling deals of 2026 was announced in September.
Italian gambling group Lottomatica agreed to combine with Spain’s CIRSA in a major cross-border transaction that would create the second-largest publicly listed gaming and sports betting operator globally.
The combined company is expected to generate around €2 billion in pro-forma adjusted EBITDA, with operations extending well beyond Italy and Spain.
For players, the deal represents a much bigger trend.
Europe’s gambling industry is consolidating. Large operators increasingly want enough scale to compete across multiple regulated markets, invest heavily in technology and expand their online casino and sportsbook businesses.
The transaction is expected to be completed in the second quarter of 2027, subject to the necessary approvals.
2. Europe’s Betting Shops Are Moving Online
The transformation isn't limited to online casinos.
Flutter is reviewing its Paddy Power retail network in the UK and Ireland, with up to 100 betting shops potentially affected.
The company operates more than 500 Paddy Power shops across the two markets, meaning the review could affect a significant part of its retail estate.
Other major betting companies have also reduced their physical footprints during 2026.
The reason is increasingly clear: European betting continues to shift online.
Players who once visited betting shops can now access live betting, football markets, casino games and promotions directly from their phones.
For operators, maintaining hundreds of physical locations is becoming harder to justify as more gambling activity moves to digital platforms.
3. Austria Could Become a Major Online Casino Market
Austria is preparing one of Europe’s most important gambling reforms.
The country has proposed a new regulated concession system that could allow multiple approved operators to offer online gambling.
This would represent a major change for the Austrian market.
However, increased competition would come with significantly stronger regulation.
The proposed framework includes centralized player protection, deposit limits, website blocking, payment blocking and a blacklist for unauthorized gambling operators.
Austria also plans stronger protection for younger players and a centralized system capable of monitoring deposits across operators.
For casino players, the result could eventually be more choice among regulated online gambling brands while making it substantially harder for unauthorized casinos to operate in the country.
The proposal is currently going through the European regulatory process, making Austria one of the markets BonusScout will be watching closely heading into 2027.
4. Offshore Casinos Are Under Increasing Pressure
Another major European gambling trend is becoming impossible to ignore.
Regulators increasingly want players to use locally authorized gambling platforms rather than offshore alternatives.
Countries across Europe are using tools such as website blocking, payment restrictions, advertising enforcement and operator blacklists to reduce access to unauthorized gambling websites.
For players, this creates an important distinction.
A casino accepting registrations from your country does not automatically mean that it is licensed to operate there.
That distinction is becoming increasingly important as Europe moves toward country-specific regulated gambling markets.
Before depositing, players should check whether an operator is authorized in their jurisdiction, what withdrawal rules apply and what consumer protections are available.
5. The European Gambling Battle Is Moving to Mobile
The biggest trend connects all the others.
European gambling is becoming increasingly digital.
Retail betting networks are shrinking.
Major gambling companies are consolidating.
Governments are modernizing online casino regulation.
And regulators are increasing pressure on offshore platforms.
At the same time, players increasingly expect instant deposits, fast withdrawals, live betting, mobile casino games and personalized promotions.
The competition between gambling companies is therefore shifting from the high street to the smartphone.
That also changes how players should compare casinos and sportsbooks.
A large welcome bonus alone isn't enough.
Licensing, withdrawal conditions, payment methods, game selection, mobile experience and responsible gambling tools are becoming just as important.
What European Players Should Watch Next
The final months of 2026 could be particularly important for Europe’s gambling industry.
Austria’s proposed online gambling reform will continue through the regulatory process.
Major gambling groups will continue adapting to higher regulatory and tax costs.
And the Lottomatica–CIRSA combination will move toward shareholder and regulatory approvals ahead of its planned 2027 completion.
Meanwhile, competition between regulated operators and offshore platforms is unlikely to disappear.
If anything, that battle is becoming more intense.
BonusScout Take
Europe appears to be entering a new era of online gambling.
The market is becoming bigger, more digital and more regulated at the same time.
Large gambling groups are expanding across borders while individual countries are strengthening their control over which operators can legally reach local players.
For European players, this could ultimately mean more competition between licensed brands, better technology and stronger player protections — but fewer grey-market alternatives.
The next major battle in European gambling may therefore not be about who offers the biggest casino bonus.
It may be about which operators are allowed to compete for European players at all.
And that makes 2026–2027 one of the most important transition periods the European iGaming market has seen in years.
