In short: growth in the iGaming sector in 2026 is driven not by aggressive marketing or the sheer number of games in the lobby, but by three factors: licensing and regulatory transparency, player retention technologies, and responsible gaming integrated into the product itself. The market is expanding, but the winners are operators who have mastered the art of working within strict regulatory frameworks.
Mykhailo Zborovskyi believes the industry has definitively shifted from an audience-acquisition phase to a phase defined by discipline. Below are direct answers to key questions regarding the market, global and Ukrainian regulation, technology, and growth strategies.
Key figures:
- $712 billion – global Gross Gaming Revenue (GGR) in 2024, with $293 billion coming from online channels (source: H2 Gambling Capital);
- 50.3% – projected share of online gaming in global GGR by 2029, surpassing the land-based segment for the first time (same source);
- ₴14+ billion – tax revenue generated by gambling operators in Ukraine during the first year of the regulator PlayCity’s operations;
- 3,000+ – self-exclusion requests filed in Ukraine in 2026 (same source).
How big is the iGaming market?
In 2024, the global gambling market generated $712 billion in Gross Gaming Revenue (GGR), with online gaming accounting for $293 billion, or 41%. H2 Gambling Capital projects that by 2030, online GGR will rise to $530 billion, while the total market will exceed $1 trillion.
What is GGR? Gross Gaming Revenue (GGR) is the total amount of player bets minus winnings paid out. It is this figure—rather than total betting turnover—that reflects the operator’s actual revenue.
What is the online sector’s share in Europe? In 2024, online operations generated €47.9 billion, representing 39% of the €123.4 billion European market; by 2029, this figure is expected to reach €66.8 billion, or 45%.
Which online segment is the largest? Sports betting; according to H2 forecasts, it will reach $248 billion by 2030, while online casinos are projected to hit $233 billion (same source).
According to Mykhailo Zborovskyi, when comparing markets, it is crucial to rely on a single source and methodology. Mixing figures from different reports is the most common error found in industry investment presentations.
Regulation
The general trend for 2025–2026 points toward more licensed markets, higher taxes, and stricter player protection requirements. Regulators increasingly view iGaming as both a source of budget revenue and an area of social risk.
Brazil offers the most illustrative case study. A regulated betting market launched on January 1, 2025. In the first year, the state collected over R$9 billion in tax revenue, and in late December 2025, the president approved an increase in the tax on GGR. Industry associations warn that this increased tax burden could drive some players back to the illegal market.
The USA is the largest online market. According to Statista estimates, the US generates the highest online gambling revenue globally in 2025. However, since online casinos are legal in only some states, market growth depends on decisions made by individual state legislatures. Europe: maturity and standards. Online operations now account for 39% of total gambling revenue—and over half in some countries. Regulators are shifting their focus from merely issuing licenses to prioritizing responsible gaming, advertising standards, and player solvency checks.
Mykhailo Zborovskyi notes that for an operator, the tax rate is only part of the equation; regulatory predictability matters more. A market with an 18% tax rate but stable regulations is often more attractive than one with a 12% rate where the rules change every six months.
Ukraine
Ukraine’s legal gambling market is regulated by the state agency PlayCity, which—in collaboration with the Ministry of Digital Transformation—has relaunched licensing, oversight, and player protection measures. During its first year of operation, the agency issued 250 licenses, including 11 to gambling operators.
How much does the market contribute to the budget? Over ₴14 billion in tax revenue from gambling operators and approximately ₴2 billion in licensing fees during the regulator’s first year.
How does the state monitor operators? Through the State Online Gambling Monitoring System. Eleven operators are connected to the system, and operator reporting has been fully restored. In 2026, the regulator conducted 7 scheduled and 4 unscheduled inspections.
How are players protected? Key tools include:
- A registry of individuals who have restricted their own access to gambling (over 3,000 self-restriction applications were submitted in 2026);
- Financial and time limits on gameplay;
- Approved Responsible Gaming Principles;
- A mechanism to restrict military personnel from participating in gambling.
How can an operator check their license status? Via the official registries on the PlayCity website. Licensing is available in a digital format.
According to Mykhailo Zborovskyi, this signifies a shift in the competitive model for licensed operators. When everyone operates under the same transparent rules, the advantage shifts to those who excel at developing their product, service, and responsible gaming practices, rather than those who cut corners on compliance.
Technology
By 2026, iGaming technologies will be addressing two objectives simultaneously: player retention and the timely identification of risks for both regulators and operators. These are no longer mere features but core infrastructure.
How is AI used in iGaming? Key use cases:
- Personalization;
- Responsible gaming;
- Anti-fraud and KYC;
- Customer support.
Why has the mobile product become paramount? Most gaming sessions today take place on smartphones; therefore, loading speeds and the ease of making deposits and withdrawals within the mobile app directly impact player retention.
What matters most in payments? The speed of winnings withdrawal is a key factor in building brand trust. A licensed operator gains an advantage when withdrawals take minutes rather than days, while still passing all necessary checks.
How do technology and regulation intersect? Directly: in Ukraine, operators transmit data to a state online monitoring system, and a unique player identifier allows limits and self-exclusion measures to be applied across all legal gaming venues simultaneously.
Mykhailo Zborovskyi believes the major technological shift is the move from reactive to proactive compliance: the system should detect an issue before the player or the regulator does.
Operator growth strategy: Mykhailo Zborovskyi’s perspective
Mykhailo Zborovskyi defines the strategy for 2026 simply: growth through retention and trust, rather than the endless acquisition of new players. Acquisition costs are rising and advertising regulations are tightening, making the lifetime value of each player the primary metric.
What drives sustainable growth?
- The license as an asset;
- Retention over the “bonus race”;
- Responsible gaming as an integral part of the product;
- Brand and reputation;
- Data.
