How to Launch an Online Casino in Europe? Cost, License & Compliance

Europe runs one of the largest regulated online gambling industries in the world. In 2024, online gambling generated about €123.4 billion and is expected to reach €149.2 billion by 2029, driven by continued digital adoption.

Led by rising player demand, smartphone adoption, and a stable regulatory environment, the European iGaming market is giving huge opportunities for operators.

With opportunities, come challenges come. Operators who are planning to enter the European gambling market must understand both the market potential and the legal framework of EU countries.

For instance, some European countries allow sports betting and casino games only under heavy regulations, while others prohibit online casino sites.

In this blog, we will cover everything that will help you start an online casino business in Europe, from target markets to business models, licensing, and costs.

Is Online Gambling Legal Across European Countries?

The short answer is yes. iGaming operations are legal and regulated in various European countries. But there is no single European online casino license that governs the entire region.

Since there are many countries in Europe, each country has its own individual laws. Operators seeking to launch an online casino business in Europe must understand the regulations, licensing requirements, and market restrictions of each targeted jurisdiction.

Many operators make a mistake by assuming that a single European license will allow them to run iGaming operations in other EU countries. That’s wrong.

Major European iGaming Markets: Legality Status?

Let’s understand the legality and local licensing requirements in major iGaming-friendly countries in Europe through the table below.

Why Is Europe a Leading iGaming Market?

Europe has a mature regulatory ecosystem when it comes to the iGaming industry. Unlike other regions (Asia, LATAM), EU countries implement strict standards like GDPR for data, AML, KYC, etc., which build trust and player protection.

Jurisdictions like Finland and Gibraltar ask operators to run licensed casino businesses and implement responsible gambling tools.

Further, mobile gambling is king in European markets. The growing trend of mobile-first platforms has facilitated this growth, as players can place bets and engage in gambling activities on the go.

According to the Custom Market Insights report, the European Online Gambling and Betting Market is expected to yield USD 84530.2 million by 2032, with a CAGR of approx. 11%, leaving behind the North American online gambling market (USD 34685.3 million by 2032).

In summary, Europe’s well-established, regulated, tech-friendly, and mobile-first market makes it a highly profitable segment for operators.

Step-by-Step Process to Start an Online Casino in Europe

To start an online casino in Europe, you must follow the steps that will ease your launch in the European iGaming market.

Step 1 – Research About the European iGaming Market

Before you enter the European iGaming market, choose your target country and understand its gambling laws, player preferences, licensing requirements, popular casino games, and costs.

For instance, the UK (UKGC) is one of the dominating iGaming markets in Europe with a share of 25.4% in 2024. Its liberal regulatory framework and technological innovation make it a leader in the region. Big brands like Bet365 and William Hill are well-known for their high-quality platforms.

According to the British Technology Association, more than 60% of UK operators implement AI-driven tools for risk management, which reduces fraud by 20%.

While Italy is gradually emerging with a strong emphasis on sports culture, it is giving operators scope to launch a white label sportsbook platform.

Besides this, the UK, Malta (MGA), Denmark, the Netherlands, and Sweden issue licenses to both local and offshore operators, while Germany grants licenses for limited online slot games and poker games. On the contrary, Italy charges high licensing costs (€7 million per license), which limit startups. Spain issues licenses based on game type through local vendors.

Popular Casino Games and Betting Trends?

Casino games occupy the largest share in the European gambling market, with 45% of online GGR in 2024, while sports and event betting account for 29%. The popular casino games in Europe include poker, slots, live dealers, crash games, and jackpot titles. Whereas football is the king, along with niche local sports.

Payment Methods across Europe?

Further, popular payment methods across Europe for betting include PayPal (UK), Trustly (Germany), Swish (Sweden), iDEAL (Netherlands), Visa/Mastercard (Romania), and Bank Transfer (Spain).

Step 2: Define Your Online Casino Business Model

Deciding on your casino business model is a must to make a seamless entry to the market. This includes:

Real-money casino (B2C)  

It’s an online casino platform covering slots, table games, and live dealer games for real-money casinos. It requires a comprehensive license based on jurisdiction.

Sports betting + casino hybrid  

Operators can attract a broader audience by merging sports betting with casinos. Under a single license (MGA license), operators can offer both products.

Crypto casino  

If your target audience is young, tech-savvy, and privacy-focused, crypto casino platforms are your go-to option. But you still must comply with AML/KYC regulations and pay high tax on crypto inflows.

White label casino  

Want to launch your casino platform in 2 weeks? Partner with a scalable platform provider like PieGaming. You handle branding, marketing, and technical infrastructure handled by the provider. It makes your entry fast in the EU region.

B2B vs B2C operator model 

For software or game providers, B2B licenses will be required in some jurisdictions, while casinos or sportsbook operators will require a B2C license.

Step 3: Choose the Right European Gambling License

Different jurisdictions have different licenses; which license you need depends on your target market. The key EU licenses include:

Malta Gaming Authority (MGA)  

MGA is a well-known license targeting EU markets. It offers a Class 1 license covering casinos, sports, and bingo. This license is validated across Europe. Application fees are around ~€5,000, and the annual fee is ~€25,000, plus 5% tax on GGR. It will take 6-12 months to get the license issued.

UK Gambling Commission (UKGC)  

This license is for operators whose target audience is UK players, particularly. The license fee depends on the projected revenue yield. For instance, operators with under £550K gross yield pay ~£4,224 in application fees.

Curacao (for broader access)  

It’s not an EU-regulated license, but operators who want broader or global access can go with a Curacao license. This license is used by startups since the license fee is very low and issuance is quick.

Romania (ONJN) 

Romania issues a Class 1 license for 10 years covering online casino, poker, and betting categories. The annual license tax costs €300,000 plus a 30% GGR tax.

Sweden Gambling Authority  

From 2019, Sweden started giving online casino licenses to operators. The application fee for this license is around €20K for casinos or sports. Operators are required to comply with strict gambling laws.

European Gambling License Comparison

The table below highlights a quick comparison between major European jurisdictions.

Step 4: Register your business

Operators must establish a legal business in the country they want to target players in. Go with Malta, Estonia, and Gibraltar for EU licenses, while the UK and the Isle of Man are for the UKGC. The typical requirements include:

Company incorporation

Get your company incorporated in the targeted country. For this, you need a Certificate of Incorporation, a list of directors/shareholders, a memorandum & articles, and proof of a registered address.

Opening corporate bank accounts

Banks in countries like Malta, Estonia, and the Isle of Man support gambling businesses. Operators must partner with payment solutions experienced in iGaming.

Setting up accounting and tax structures

Be prepared for accounting systems. For instance, in Malta, operators must pay a 5% flat tax on profit, and every country has its own tax rate slab.

Appointing compliance officers

Make sure to appoint key officers who can ensure that you comply with all types of European gambling regulations. For example, operators in the UK need a dedicated compliance manager and an AML officer.

Step 5: Documents Required for Licensing and compliance

Regulators in any European jurisdiction will demand extensive and mandatory documents. Though documents may vary by jurisdiction, they include the following:

• Business registration
• AML/KYC policies
• Bank statements
• Investor letters
• Technical infrastructure documents
• RNG certification
• Responsible gambling policies
• Testing reports
• Security protocols
• System architecture documents
• Criminal record checks
• CVs of key personnel proof
• Third-party audit reports
• Proof of residency

Compile all these documents together and submit them to the authorities to ensure completeness.

Step 6: Apply for a European Gambling License

Once all the required documents are prepared, you can apply for a gambling license in the selected jurisdiction. You will find application portals for different jurisdictions online. However, the timeline will vary; for instance, Malta/the UK takes around 6-12 months for license issuance, while Romania takes 9-12 months, and Sweden takes up to 6 months.

During this time, you can prepare for the inquiries. Regulators may interrogate you regarding additional proof. Don’t start an iGaming business until and unless you get a fully granted license. In most EU countries, launching a gambling business is illegal.

Therefore, licensing is mandatory for operating legally in regulated European markets.

Step 7: Choose between a white label and a turnkey casino

Meanwhile, you can decide between the white label and turnkey casino platforms.

White Label Casino Software

It’s a ready-to-launch software pre-integrated with casino games, payment solutions, PAM software, and affiliate software solutions. With a white label, you’re ready to go live in 2 weeks, enabling you to enter the iGaming market quickly. You just need to focus on branding and marketing.

Turnkey casino platform

Turnkey casino platform is a ready-to-deploy platform that gives you a fully customized option to add a unique brand touch to your platform. Since this platform involves a customization factor, it takes 4-6 weeks to launch.

In short, a white label casino software is a good choice for startups that want to enter the market quickly at a minimum cost. Turnkey is for those who want to have full control over branding and have a long-term strategy.

Important note: Some European jurisdictions don’t allow operators to launch with a white label platform. So, always check that your preferred jurisdiction allows white labels.

Step 8: Partner With a Reliable Online Casino Software Provider

Once you decide between the white label and turnkey, choosing the right software provider is key. Look for a provider who has a well-established reputation in the industry, along with positive reviews.

Your software provider must offer access to RNG-certified games from premium providers like Evolution, Pragmatic Play, Spribe, and Evoplay. PieGaming, for instance, includes 5000+ games from top providers.

From PAM to sports betting, payment solutions, bonus engines, promotions, and scalable platforms, your provider must offer all these solutions pre-integrated on the platform.

Step 9: Integrate Casino Games and Content Providers

Without casino games, your platform is empty. To target and satisfy European players, your platform should have a vast gaming library. Either get a platform pre-integrated with games or work with game aggregators/individual studios for all types of casino games. Consider PieGaming, as their platform boasts thousands of games along with sportsbook content.

Game categories to include:

• Slot games
• Live dealer casino games
• Blackjack and roulette
• Poker games
• Crash games
• Jackpot games
• Sports betting options

Also, check for provably fair and crypto-centric games since European players have high demand for these gaming categories.

Step 10: Set Up Secure Payment Solutions

Payment solution integration is very crucial in the iGaming industry. You must offer solutions that build trust among European players. The payment methods should facilitate the deposits, withdrawals, and overall transactions.

Popular payment methods in Europe include the following:

• Visa and Mastercard
• Skrill and Neteller
• PayPal
• Bank transfers
• Open banking solutions
• Cryptocurrencies

To implement payment solutions into your platform, you must connect with the payment processors licensed for gambling. These may be subsidiaries of banks or specialist PSPs (Payment Service Providers).

Step 11: Implement Compliance and Responsible Gambling Tools

Compliance is one of the most important factors in the iGaming industry. If your platform is not compliant, you might end up facing challenges that will become a hurdle in your operations. Therefore, it’s important to ensure that your platform is compliant with the jurisdiction wherever you’re planning to launch your casino business.

Make sure your platform includes the following tools to ensure that the platform is compliant:

• KYC verification systems
• Self-exclusion tools
• Deposit and wagering limits
• Reality checks
• Anti-money laundering monitoring
• Fraud and AML monitoring
• GDPR-compliant data protection systems

This will streamline your operations, and before that, it will satisfy your regulators during inspection.

Step 12: Launch Your Online Casino Platform

Once testing is complete and licensing approval is secured, you can officially launch your casino platform. There are some crucial launch activities that you must focus on:

• Initial marketing campaigns

Prepare initial marketing campaigns, including SEO/SEM, affiliate marketing, and social media. You can include early promotions like welcome bonuses, free spins, etc., which are standard to attract players.

• Affiliate onboarding

Connect with affiliates who bring players to your platform. Share tracking links, creatives, and clear commission terms.

• Promotional offers

To acquire and retain players, you must continuously release bonuses and promotional offers, including weekly bonuses, loyalty programs, etc.

• Customer support readiness

Make sure you have a team that can solve queries of players 24/7 (expected). You can start with English and the major local languages of your target markets.

• Real-time monitoring

Don’t stay relieved after launching your casino. Always keep track of your platform’s performance and do real-time monitoring for payment failures or suspicious activities.

Estimated Cost of Starting an Online Casino in Europe

The table below highlights the cost of launching an online casino in Europe, depending on the target market, cost category, platform model, etc.

Disclaimer: The cost provided in the table is estimated and varies majorly depending on the target market, business model, licensing jurisdiction, software provider, etc. Operators must conduct detailed financial planning before launching an online casino in Europe.

Common Challenges When Launching an Online Casino in Europe

Europe is a strict region when it comes to the casino or sportsbook industry. Operators can face multiple challenges when starting an online casino business in Europe. This includes the following:

Strict Regulatory Requirements

Since every market has its own rules, meeting compliance rules is time-consuming. For instance, EU regulators demand an “exit plan” and an AML-risk assessment. Non-compliance leads to heavy fines.

High Competition in Mature Markets

Western European markets are saturated. That’s why acquiring players is costly and slower due to advertising limits. It becomes difficult for operators to differentiate their platform from competitors in the market.

Player Acquisition Costs

In Europe, advertising is costly, which includes PPC, affiliate marketing, and sponsorships. Countries like the UK have high customer lifetime value. It’s crucial to prepare a long payback period on acquisition spend.

Payment and Banking Restrictions

Some payment methods are restricted in European countries. For example, credit cards are banned in the UK. Further, payment processors for gambling often charge high fees.

Localization Complexity

Europe is vast and has multiple countries, which leads to multiple languages, cultures, and consumer behaviors. To attract a large number of players, offering multi-language support, local customer service, and tailored promotions is crucial but adds complexity.

How PieGaming Helps European Casino Operators

PieGaming is a leading iGaming software provider, offering end-to-end solutions built for the European market and beyond. We have been in the industry for more than 10 years. Our comprehensive casino solution comes pre-integrated with 5000+ casino games, PAM, affiliate management, back office, CRM, CMS, and payment solutions.

Since our inception in 2014, we have helped operators launch a successful casino business in many European jurisdictions. Be it pre- or post-launch, our team offers complete support round the clock.

Key highlights of our offerings:

• White label and turnkey solutions
• Casino + sportsbook integration
• Multi-market support
• Advanced back-office tools
• Customizable platform infrastructure

Conclusion

Starting a successful online casino in Europe requires thorough market analysis, legal licensing, and technical setup. This guideline discusses every crucial step from researching a targeted jurisdiction to getting a license and setting up the business.

To become a successful casino operator in the European market, you must follow an operator-centric process and leverage expert solutions like PieGaming.

Venturing into Europe’s lucrative market can yield substantial returns despite high regulatory and competition barriers.

Always remember, success depends on solid strategy planning and strong player experience.

FAQ's

• Is online gambling legal in Europe?

  Yes, but only in the jurisdictions where it is licensed. Every country has its own rules. Many EU countries allow licensed online casinos and sportsbooks, but operators must get licenses because unlicensed gambling is illegal.

• How much investment is required to launch an online casino?

  A white label casino cost starts at $50-$100K, covering setup and initial licensing fees. Whereas turnkey casino costs can go beyond $500K, including license, games, development, and promotional costs.

• What is the best gambling license for European online casinos?

  It all depends on the market you target. Operators covering a broader EU reach can go with the Malta Gaming Authority (MGA), while to serve the UK, you need a UKGC license.

• How long does it take to launch an online casino in Europe?

  From planning to launch, it takes around 2 weeks if you launch with PieGaming’s white label casino software. With turnkey, it takes around 4-6 weeks.

• Can I launch a crypto casino in Europe?

  You can, but it’s too complex. Though cryptocurrencies are not banned, regulators sometimes treat crypto casinos the same as regular ones, which also requires licensing and AML compliance.

• Which payment methods are best for European online casinos?

  Best payment methods for European online casinos include Visa, MasterCard, e-wallets, bank transfers, e-banking, prepaid vouchers for privacy, and crypto if allowed. Also include local options to target your region locally and establish authority in the market.