Live casino has evolved from a niche addition to a strategically important part of online gambling, with Europe remaining its most mature and established region. While slots and sportsbook continue to dominate revenue, live casino is growing fast as operators invest in localisation, technology and new formats.
Furthermore, the vertical is a driver for differentiation, player engagement and retention. Across European markets, operators, suppliers and regulators are increasingly recognising its wider strategic importance.
A brief history of live casino, its current position and where it is heading
The early 2000s saw the first live casino experiments from NetEnt and Microgaming, while by 2009–10, dedicated studios and partnerships involving companies such as Playtech and Evolution had laid the foundations for the modern market.
Between 2011 and 2013, providers increasingly adapted their offerings for regulated European markets, introducing localised tables, languages and game formats customised for different audiences.
In the early days of live casino, most development took place in Europe, which is now the world’s largest and most advanced live casino market.
Nowadays, live casino is becoming an increasingly valuable tool for player engagement, offering a more immersive experience than RNG games through real-time interaction, human hosts and a greater sense of authenticity. Thus, it is a perfect vehicle for operator differentiation. Furthermore, it is among fastest growing online verticals.
As operators demand more tailored live casino environments, technologies such as AI could help further personalise experiences to meet the needs of different player segments across varying jurisdictions.
Why is Europe placing greater focus on live casino?
In Europe, live casino is now being further targeted by regulators and industry bodies as an important part of the regulated gambling ecosystem. Recent developments in markets where live casino has historically lacked a clear regulatory framework, such as Germany, Greece and Portugal, illustrate the acknowledgement of verticals' strategic importance and growing demand.
In Germany, the state of North Rhine-Westphalia has introduced a framework for licensed third-party live casino service providers, allowing approved companies to operate dedicated premises and technical infrastructure for live dealer games. Licensed operators remain responsible for player verification and protection, while the new framework introduces greater regulatory oversight on the supply side.
Europe is likely to remain central to live casino's next phase of growth and innovation. This is evident in the increasing focus from regulators and industry players on how the vertical can be regulated and expanded across individual markets
In Greece, the regulator is preparing a proposal that could allow live casino studios to operate domestically. Greek operators currently rely largely on studios abroad, including in Malta, Romania and Latvia. The regulator sees domestic studios as a potential source of investment, employment and greater competitiveness for the country's iGaming sector.
Portugal demonstrates another side of the trend. Industry association APAJO is actively calling for the introduction of regulated live casinos as part of a wider reform of the country's online gambling framework.
These developments are significant because they show that live casino is no longer viewed simply as a second thought.
Can European markets strike the right balance between regulation and growth?
The question is no longer whether live casino belongs in the online gambling mix, but how the industry can sustain and expand its current growth.
Europe is likely to remain central to live casino’s next phase of growth and innovation. This is evident in the increasing focus from regulators and industry players on how the vertical can be regulated and expanded across individual markets.
Technology will also play an increasingly important role. AI, in particular, could help operators deliver greater personalisation, improve operational efficiency and tailor live casino experiences to the needs of individual markets.
The key question is whether regulation in new European markets will strike the right balance between player protection and commercial growth. Overly restrictive frameworks could, of course, limit innovation and investment. Even Greek regulator recognises this in its mentioned proposal. While judging from APAJO’s push, operators are eager to invest in this vertical.
To delve even further into the topic, stay tuned for the September issue of Global Gaming Insider, which will feature a full live casino roundtable with several industry professionals.
In Greece, the potential introduction of live casino studios forms part of wider efforts to develop its regulated online gambling market and expand the range of locally supported gaming activities
