EvenBet Gaming report names regulation top industry concern for 2026

EvenBet Gaming, a Malta-based online poker software developer, has released its annual industry study, iGaming Future 2026: Core Trends and Challenges, based on responses from more than 700 iGaming professionals.

The report identifies regulatory uncertainty as the leading concern for operators and suppliers. Cited examples include wagering and bonus restrictions in the UK, tax increases in the Netherlands and Brazil, uncertainty around sweepstakes models in the US, and ongoing reforms in several Asian markets. In response, companies are reportedly investing more heavily in ensuring their products meet region-specific compliance requirements.

Competition and emerging markets

Competitive pressure ranked as the second-biggest challenge, driven largely by the scramble for market share in Brazil’s newly regulated iGaming sector and in growing African markets such as Nigeria. Despite regulatory flux, Brazil is viewed as having strong long-term potential given its population size and sports culture, while Nigeria is seen as an emerging opportunity thanks to improving mobile and 5G infrastructure.

Marketing moves up the agenda

Marketing activity was named the top business priority for 2025, rising from fifth place in 2024 and overtaking expansion, which topped last year’s list. EvenBet links this shift to the growing influence of social media, including video content, audience targeting tools and influencer marketing, as companies adapt to mobile-first consumers.

The report also covers product development, marketing channels and hiring trends. Personalisation was identified as the leading focus in product strategy, with rising acquisition costs and advertising restrictions pushing companies towards AI-driven retention tools and gamification. Social media was named the primary channel for both marketing and industry news monitoring, ahead of conferences and trade press, with LinkedIn most popular in Europe and Facebook favoured in Asia.

On talent acquisition, survey respondents ranked working for a dynamic, growing business as the most attractive factor, followed by a supportive team culture and brand reputation. Salary fell from second to fourth place year-on-year, suggesting professionals are placing greater weight on non-financial workplace factors.

Comment

Dmitry Starostenkov, chief executive of EvenBet Gaming, said the 2025 survey drew twice as many respondents as the previous year, giving a broader view of the issues facing the global iGaming sector. He added that the diversity of participants, spanning multiple verticals, roles and markets, was intended to help companies make informed strategic decisions for the year ahead.

The full report was issued by EvenBet Gaming via communications agency Square in the Air.