The iGaming industry just keeps growing and growing, with the worldwide market forecast to reach a value of $97.15 billion in 2025, according to consumer and market data company Statista. The convenience and accessibility of igaming, not to mention promotions, offers and a wide variety of betting markets and, in the case of online casinos, of games, have all helped igaming to become immensely popular. Esports and varied payment options have also driven popularity significantly.
Today, online casinos are operating in many parts of the world and enjoying a roaring trade. Below is a look at globalisation and the world of online casinos and other igaming, at the legalisation of online casinos around the world, at expansion and the technical and nontechnical challenges globalisation presents for online casino operators looking to expand internationally.
Legalisation across the world
It seems the strict attitudes of governments around the world towards igaming is beginning to crumble substantially. In 2018, the US Supreme Court ruled that a federal law which had made sports betting illegal in many states was unconstitutional. The court then granted states the freedom to permit or forbid sports betting as they saw fit. Many of the nation’s states granted their citizens to bet on sports, some restricting this to in-person at betting shops, others also allowing betting online or on mobile phones.
Europe, too, is also experiencing something of a more relaxed attitude. Whereas before, there was little clear regulation of igaming and citizens in many European nations could only play at state-owned entities, today a multi-licensing model has become more common. In lots of European countries, citizens now have much more freedom to play at other online casinos and enjoy other online betting services.
Elsewhere in the world, other countries have become more receptive to online gaming. South Africa and Kenya already have legal online gaming markets; in Latin America, Colombia, Brazil and Mexico have legalised igaming, and other countries are developing regulation; and in Asia, the Philippines and certain regions of India allow regulated igaming.
This warmer attitude towards online casinos and other forms of iGaming has encouraged more people to play at internet casinos and enjoy other online gaming services. Citizens are making the most of the accessibility of these services and spending time igaming free of repercussions from the law.
Expanding into other markets
The rising popularity of online casinos and the legalisation of these services and betting services in different parts of the world, especially in the United States and parts of Asia, has presented existing operators with some amazing opportunities — and they’re grabbing them with both hands. Some well-known operators have doubled down on their online presence. Some have invested heavily in their operations in Asia, especially in Singapore and Macau, and America, taking care to localise their offering and their marketing efforts suitably.
In Canada, online gambling laws vary by province, as each province regulates its own market. Some, like Ontario and British Columbia, license private operators, while others offer only government-run platforms. This patchwork creates diverse rules on licensing, player access, and advertising across the country’s online gambling landscape.
The rise of online casinos in Ontario has been remarkable since the provincial government regulated the market in 2022. With the launch of the iGaming Ontario platform, players gained legal access to a variety of licensed online casinos offering slots, table games, and sports betting. This legalisation boosted consumer confidence and provided safer, regulated alternatives to unlicensed sites, which remain popular despite the ongoing cost of living crisis. The convenience of playing anytime, combined with generous bonuses and advanced technology like live dealer games, has attracted a growing player base. As a result, Ontario’s online casino market continues to expand rapidly, contributing significant tax revenue and creating new opportunities in the gaming industry.
Another approach when expanding into new international markets has been to form strategic partnerships with other companies already operating in the target region. Entering an unknown market is a real challenge for igaming brands, especially if they don’t know how things work in the region. Partnering with a company already operating in the region provides the company with access to local networks, knowledge, expertise and resources so that they can serve the market more easily in this unfamiliar territory.
The impact of globalisation on tech and innovation in the industry
Expanding into new markets, as well as operating in existing ones, presents operators with fantastic opportunities, but also with some challenges, technical and otherwise.
Despite having the technical capabilities to provide their services in other countries, the absence of a uniform regulatory framework across the world means service provider must navigate and comply with different regulatory requirements. Taxation and consumer protection are other issues that operators must navigate, as regulations and attitudes differ in countries, forcing them to tread carefully.
The advance of technology means that online casinos face the issue of incorporating blockchain technology into their capabilities so that players can use cryptocurrencies to play. Expansion into other markets also obliges operators to ensure they can process adequately foreign fiat currencies.
Ultimately, as a result of globalisation, online casinos and other igaming operators must localise their software so that it functions correctly in the target market. Their marketing and communications must also be culturally adapted and localised to avoid sending mixed messages or erroneous to their target audience, which could damage their brand and their campaign in that market if it was to happen.
The nations of the world are beginning to become more and more receptive to igaming, presenting online casinos and other service providers in the industry opportunities to expand and create access to igaming for fans of the activity. However, to succeed, companies must navigate many different challenges, especially regulatory, technical and cultural ones. If they can do so, the expansion can prove extremely fruitful for them.
