Belgium’s iGaming Market: Accelerated Growth Despite Ad Restrictions

The study’s core insight is that the market keeps expanding despite prohibitions on iGaming ads from certified portals. Concurrently, specialists warn that foreign companies may potentially strengthen their positions, as they operate outside local laws.

Research Findings: Central Figures

In July 2023, the country’s authorities banned most promotional methods for licensed private operators. The BAGO’s members had previously cautioned that these actions could increase the popularity of offshore platforms and weaken market supervision.

Sciensano’s HIS, which surveyed 7,001 respondents, confirmed sustained growth in interest in iGaming.

Key findings include:

• 31.9% of locals placed bets at least once in the past year;
• 8% of residents engaged in gambling weekly during the reporting period;
• 14.8% of respondents participated in iGaming activities in 2023–2024;
• 20.2% of the surveyed pool is aged 25 to 34 (the largest group);
• 2.6% of the total audience is at risk of ludomania (7.7% for the 12 months).

Promotional Field: Key Numbers

A distinct subject that warrants consideration is marketing. Although there is an official prohibition on the direct promotion of RMG services, Belgians still frequently see such messages.

Let us examine the figures:

• 51.1% — weekly advertisement exposure through TV;
• 47.3% — reach via websites and mobile applications;
• 46.4% — marketing presence on social media.

At the start of 2025, the industry encountered new challenges as a ban on sponsoring sporting events was introduced. This prohibition compelled local brands to reassess their marketing approaches and customer acquisition strategies.

Meanwhile, the National Lottery remains largely unaffected by most of the constraints faced by certified private operators and continues to have the highest reach among the state’s residents. Sciensano’s report revealed that 29.5% of locals buy raffle tickets, meaning that 92% of all gambling enthusiasts participate in draws.

Impact of the Shadow Segment

After Sciensano published the research findings, the BAGO’s representatives argued that the high level of weekly ad exposure cannot be associated solely with certified brands’ operations.

According to the organisation, the statistics also encompass:

• companies which are not bound by current prohibitions;
• brands under transitional regimes or special conditions;
• operators that bypass the established rules.

Citing this data, the corporate experts claim that imposing too many restrictions may actually bolster the grey segment’s influence instead of decreasing excessive audience engagement.

This pattern is evident in other legal Tier-1 markets:

1. Italy’s football vertical, after the implementation of the advertising ban under the 2018 Dignity Decree, saw a significant shift of revenues towards the illicit niche.
2. In the Netherlands, a 2024 study revealed that the share of the local unregulated segment rose from nearly 20% in 2021 to over 35% by late 2023.
3. In the United Kingdom, the shadow sector was valued at £16.6 billion in 2025. Consequently, the UKGC created the Head of Illegal Markets role, and lawmakers allocated an extra £26 million to enhance enforcement and make gambling safer.