What does the future of iGaming hold in 2026? EvenBet Gaming sets to find out

The iGaming industry in 2026 is set to face several significant challenges, with early signs already visible, as EvenBet Gaming argues in its latest report focusing on the industry’s future. From rapidly evolving regulatory frameworks around the world to increasing competition from rivals, operators are navigating a survival game in which knowledge determines success.

Overcoming entry barriers remains demanding, but companies that understand the landscape and its evolution will have the upper hand.

In this high-stakes game of survival, only iGaming operators who adapt to the shifting market dynamics will have a shot at continuing to thrive, while others will lose ground to competitors.

Compliance challenges and competition play a crucial role in preparing for 2026

Two issues remain uppermost on the minds of online operators based on answers provided to EvenBet Gaming in 2025. First is competition, which is cited as the main concern for 18% of respondents, and will shape how well companies do next year.

What is more, the very essence of competition has shifted away from the acquisition-first model to prioritizing retention, leveraging CRM, and building real engagement. Start-ups also need to acknowledge the changing dynamics in the market.

New arrivals in iGaming can still thrive, but they need to internalize these new rules of running a business, which focus on engagement and retention, rather than setting up shop in popular jurisdictions and driving traffic through CPA offers, which would eventually prove unfit for the market of tomorrow.

According to EvenBet Gaming, most players argued that the user experience (UX) and payments are the leading reasons in deciding whether to stick with a particular brand, which are in themselves not as budget-intensive and offer newcomers the opportunity to compete in an already busy market.

Back to what worries operators the most, regulation appeared to be a close second on the list of challenges that companies are preparing for, with 17% of respondents citing the issue. However, regional dynamics matter, as Europe is more inclined to be focused on regulation – 21% and less so on competition – 16%.

In contrast, Asia prioritizes competition, 19% and worries about regulation less, 16%. These differences indicate that regional specifics matter, as they drive business strategies and allow companies to adapt.

Marketing is perceived as the surest way to protect and advance business interests

As 2026 is fast-approaching, priorities are shifting, and one focus has consistently emerged: strengthening marketing to preserve and grow business.

A plurality of operators (25%) say marketing will dictate their next steps, surpassing the second-place priority, expansion (15%).

EvenBet Gaming has identified a clear trend among operators in 2025, that will most likely continue to dominate their strategic alignment in 2026, with consolidation and reinforcing brand presence in existing markets clearly a priority.

"This strategic pivot is clearly reflected in their overwhelming prioritization of marketing strategies, which are designed to grow their player base and enhance brand recognition," EvenBet Gaming’s report outlines.

Because of the mounting pressure from rivals, operators are now looking to consolidate their presence in established markets and drive strong brand differentiation to retain their competitive edge.

Priorities identified, but how to harness marketing in the age of tightening regulation?

Simply stating that you need to do more marketing is usually insufficient. A far more important question, especially at a time of rapid changes to advertising rules globally, is: how can you advertise to maintain your presence as a brand?

EvenBet Gaming approached operators and professionals, asking about what marketing channels they valued the most. Professionals cited social media as their preferred marketing channel, with 22% of respondents valuing it above all others.

Exhibition and conferences came second at 16%, while emails accounted for only 8%. This focus on social media, however, is not solely derived from iGaming operators’ experience, but larger business trends as well.

The report specifically cited Unilever, the largest consumer goods company, which allocated 50% of its marketing budget to social media, up from 30% previously.

In both Asia and Europe, social media is king, cited as the most important marketing channel for operators with 28% and 19%, respectively. However, there are core differences in both markets, with Europe offering a far more balanced and integrated channel distribution.

While social media leads the way (19%), exhibitions and conferences close second (17%). In Asia, social media is an undisputed leader with 28% of the total marketing channels, with exhibitions and conferences a distant second (14%).

While influencers are not the most important marketing channel in Europe, where they account for only 6% of the total, they are far more prominent in Asia, where they account for 12% instead. EvenBet Gaming has noted:

"Streaming aligns naturally with gambling. Live content, slots, roulette, and betting gameplay, are a perfect match for platforms like Twitch, YouTube Live, and Kick. Streamers broadcast real-time gameplay (often with affiliate links or promo codes), pushing community engagement and boosting user acquisition."

Conversely, in Europe, networking events and parties account for 15% of marketing compared to 9% for Asia, demonstrating the nuances that companies need to understand not just to remain competitive and consolidate their presence, but also grow further.

As noted, EvenBet Gaming similarly queried chief executives, seeking their valuable input. Once again, social media came on top, with 21% of the votes, followed by Search Engine Optimization (18%) and exhibitions and conferences (16%). Networking events and parties came forth at 11%.

What social media channels make strong marketing a possibility?

However, understanding that social media is a priority for operators to remain competitive does not tell the whole story.

Further analysis was conducted to identify the most successful channels in that vertical, with EvenBet Gaming asking operators to rank the available options.

On the operator side, Instagram remained the most dominant marketing channel (23%), followed by Facebook as a close second (22%). LinkedIn was the third most popular option for operators (19%), with Telegram (12%) and YouTube (11%) fourth and fifth, respectively.

Instagram and Facebook are still unmatched in engaging mass consumer audiences, running targeted ads, and building brand communities, EvenBet Gaming explained. LinkedIn’s popularity was attributed to the platform’s ability to help establish B2B partnerships, corporate messaging, and recruitment, rather than reach customers.

Telegram and YouTube were chiefly utilized for customer updates, promotions, and video content, naturally. Among the popular B2C marketing content were short-form videos showing wins, gameplay reactions, funny edits, and more across TikTok, YouTube Shorts, and Reels.

Jackpot wins were also highlighted on platforms such as Instagram, X, Telegram, and TikTok, as EvenBet Gaming’s report pointed out. Influencer-generated content appeared on YouTube, TikTok, and Instagram.

Overall, social media is not a surefire formula for success. It’s a complicated ecosystem that needs to be well understood by B2C operators to position themselves strongly in existing markets and stave off mounting competition as well as regulatory challenges.

Operators’ preparation for tomorrow starts right now

The trends identified by EvenBet Gaming in 2025 will help shape the future of the industry tomorrow, with 2026 on the horizon, and mounting competition demanding that operators to understand what works – and what doesn’t.

Identifying the right channels is not enough, naturally. There is a deeper understanding of the social media ecosystem that involves the type of content that is used, and how it is leveraged to drive the message home, helping build brand identity and recognition as well as transforming businesses into resilient and future-proof operations.

In 2026, iGaming survival won’t belong to the biggest or the first movers, but to the operators who understand regulation early, focus on retention, and tap into social media with precision.

Image credit: EvenBet Gaming