Take your customer segmentation to the next level with our advanced guide
Why it Matters:
Optimove’s August 2025 iGaming Pulse Snapshot analyzes player behavior across the U.S., EU, and LATAM. By examining data from over 3.2 million active players per region each month, the report offers operators benchmarks across deposits, betting amounts, retention, and engagement. These insights help brands adapt strategies in real time, seize regional opportunities, and build more resilient player bases.
Be the first to know all about the latest Marketing tips & tricks, Industry special insights and more
The Big Picture
- In the U.S., sports bettors grew by 17% YoY, but average casino and sports betting spend per user declined. Retention reached 70%, matching the global average for the first time in 2025.
- In LATAM, Brazil led with the highest engagement and retention, while Mexico excelled in deposits and sports betting. Peru dominated casino activity, and Colombia showed steady improvements.
- In the EU, Greece stood out across deposits, sports betting, and retention at 85%. Spain performed strongly in casino and began to rebound in retention and engagement, while the U.K. remained stable despite a dip in sports betting. Italy faced spending declines but improved retention.
Global iGaming Market Overview
The Pulse tool identified the following benchmarks for each regional market, allowing operators to examine specific opportunities and challenges more closely
U.S. – Momentum Ahead of Peak Season
The U.S. market demonstrated both strength and seasonal slowdown in August. The number of sports bettors increased by 17% YoY, yet the average monthly spend per bettor declined from $1,013 in August 2024 to $990 in August 2025, a drop of 2.3%. Casino activity followed a similar pattern. The number of active players grew by 24%, but their average spend decreased from $8,691 to $7,531, reflecting a 13.3% decline.
See chart below for more details:
On a positive note, retention climbed to 70%, aligning with the global average for the first time in 2025. Although engagement levels remained below global standards, with U.S. players averaging 7.1 active days compared to 8.6 globally, the overall outlook suggests that the seasonal lull is temporary and that major league kickoffs, such as the NFL, will spark massive excitement among U.S. players.
LATAM – Stability Through Engagement
In LATAM, August data showed a market that is steadily maturing. Brazil maintained its position as the leader in engagement and retention, with players active on average 12.1 days and retention holding at 76%. Mexico continued to lead in both deposits and sports betting amounts, while Peru dominated in casino performance. Colombia displayed gradual improvements across engagement and retention, despite a slight decrease in casino spend. These patterns illustrate how regulatory reforms and market maturity create consistency and strengthen the foundation for sustainable growth across the region.
See chart below for more details:
Definition of Average Activity Days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.
European Union – Regulation Driving Loyalty
Across the European Union, Greece maintained its leadership, outperforming in deposits, sports betting, and retention with an impressive 85%. Spain showed strength in casino activity and began to recover in both engagement and retention after earlier declines.
The U.K. displayed overall stability, although sports betting dipped slightly in August. Italy faced a decline across all spending metrics, including deposits, casino, and sports betting, but posted a notable increase in retention, suggesting improved loyalty even as spending fell.
See chart below for more details:
Definition of Average Deposit Amount: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of Sports and Casino bettors (players) who have made at least one deposit.
Overall, the European iGaming market shows how evolving regulation and player behavior shape more stable and loyal user bases, offering operators opportunities for long-term value creation.
Guide to Advanced Customer Segmentation
Turning Insight into Action
Below are recommendations for each market, personalized to their current trends as revealed in August’s data:
- EU Operators: Greece leads in loyalty, Spain is rebounding, and Italy shows improved retention. Reward consistency with tiered loyalty offers.
- U.S. Operators: Run reactivation and NFL-themed campaigns to bring back recent players and boost engagement.
- LATAM Operators: Brazil’s engagement and Mexico’s deposits are strong. Cross-sell between casino and sports to capture higher wallet share.
In Summary
The August iGaming Pulse Report proves that the entire iGaming industry is becoming more stable, loyal, and engagement-driven worldwide. Operators that act on these insights now, strengthening retention strategies, cross-selling effectively, and personalizing at scale, will be best positioned for sustainable growth in the months ahead.
For a closer look at the data behind these trends, visit Optimove’s iGaming Pulse Report.
For more insights into player behavior, contact us to request a demo.
Published on
