Optimove: Greece leading the way in Europe across April
Analysis of four key European markets reveals general stability across the main metrics in April, with Greece a standout performer
This analysis reviews European gaming data from April 2025 to April 2026, based on an average of 6.2 million active players per month. The report covers four key markets: Spain, Greece, Italy and the UK. It tracks five key indicators: monthly deposit amount, sports betting amount, casino betting amount, player activity days and customer retention rate. The purpose of this analysis is to identify behavioural trends, value patterns and engagement dynamics across these major European markets, highlighting both stable and shifting performance indicators over the 12‑month period.
Key findings and insights
- April value stability: Among the value metrics, the numbers show general stability, with practically linear figures, except for Greece increasing and the UK decreasing in deposits, and Spain slightly retracting in sports betting.
- Greece engagement–value balance: Greece is not only generating high monetary value but doing so through a highly engaged and loyal player base, making the country a strong benchmark for operators in other markets.
- Engagement softening: All countries, except Greece, showed a slight retraction in activity and retention days, a fluctuation considered normal after March’s spike.
EU: Average monthly total deposit amount
Greece is clearly the market with the highest deposit volume throughout the period. Italy and Spain remain close to each other, in second and third place respectively, showing relatively stable growth over the last 12 months. The UK remains in last place in the ranking.
When compared with March 2026, April 2026 shows a split in momentum. Greece increased to $581, reinforcing its leadership. Italy also edged up to $325. Spain slipped slightly to $294, and the UK dropped to $222.
Countries’ overall averages:
- Greece: April 2026: $581; 12‑month trailing average: $548
- Italy: April 2026: $325; 12‑month trailing average: $306
- Spain: April 2026: $294; 12‑month trailing average: $283
- UK: April 2026: $222; 12‑month trailing average: $251
Definition of average deposit amount: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of sports and casino bettors who have made at least one deposit.
EU: Average total monthly casino betting amount
Spain leads the casino market for most of the period, with Greece close behind. Italy is more than $1,000 below Greece, in third place, and the UK is far behind the others, averaging $1,155 during the period.
April 2026 was broadly stable, with all countries – except Italy – staying above their trailing average.
Countries’ overall averages:
- Spain: April 2026: $3,224; 12‑month trailing average: $2,966
- Greece: April 2026: $2,878; 12‑month trailing average: $2,794
- Italy: April 2026: $1,761; 12‑month trailing average: $1,822
- UK: April 2026: $1,303; 12‑month trailing average: $1,155
Definition of total monthly casino bet amount: The average casino bet amount is the total sum of all casino bets divided by the number of bettors who have placed at least one casino bet.
EU: Average total monthly sports betting amount
Greece leads the sports betting market, with a 12‑month trailing average of $845 – more than $100 ahead of Spain and nearly $400 ahead of Italy. The UK remains the smallest sports betting market, with a $368 average.
Comparing the most recent months, April showed virtually stable or weaker performance. Greece and Spain remained slightly below their previous levels, while Italy and the UK remained almost steady, showing moderate growth.
Countries’ overall averages:
- Greece: April 2026: $828; 12‑month trailing average: $845
- Italy: April 2026: $521; 12‑month trailing average: $477
- Spain: April 2026: $711; 12‑month trailing average: $712
- UK: April 2026: $293; 12‑month trailing average: $368
Definition of total monthly sports bet amount: The average sports betting amount is the total sum of all sports bets divided by the number of bettors who have placed at least one sports bet.
EU: Average number of activity days per active player
Greece is the clear leader in player frequency, averaging 11.7 days. Spain follows with a 12‑month average of 9.1 days, while Italy is lower but consistent at 7.8 days. The UK is notable because its 12‑month average is 8.6 days, but it has been dropping since December 2025.
April 2026 shows stability in most markets. The UK is the only country showing a decline – from around 8.4 to 7.4 days of activity.
Countries’ overall averages:
- Greece: April 2026: 11.5 days; 12‑month trailing average: 11.7
- Spain: April 2026: 9.3 days; 12‑month trailing average: 9.1
- Italy: April 2026: 7.8 days; 12‑month trailing average: 7.8
- UK: April 2026: 7.4 days; 12‑month trailing average: 8.6
Definition of average activity days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.
EU: average active customer retention rate
In general, all countries are much closer to each other in retention than in deposits, casino, or sports betting. As seen in other metrics, Greece also leads in retention, but with only a three percentage point advantage over second‑placed Italy and six percentage points over Spain and the United Kingdom, considering the average of the last 12 months.
In April 2026, Greece improved to 85%, making it the only country with clear positive retention momentum. Italy declined to 79%, while Spain and the UK both ended at 78%.
Countries’ overall averages:
- Greece: April 2026: 85%; 12‑month trailing average: 83%
- Italy: April 2026: 79%; 12‑month trailing average: 80%
- Spain: April 2026: 78%; 12‑month trailing average: 77%
- UK: April 2026: 78%; 12‑month trailing average: 77%
Definition of active retention rate: The percentage of bettors who were active in the preceding month and remained active in the current month.