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Betting industry prepares for boom as Euro 2024 approaches

There’s going to be a lot of money spent! For many people, the anticipation of Euro 2024 is not only about the excitement of the matches but betting firms are also understandably excited about the economic implications of the tournament. Join betting and football expert Liam Hoofe on a guide to the betting industry Euro shapeup.

Major football tournaments like the Euros and the World Cup always make lots of money for betting platforms. Euro 2020 made tons of cash for bookies! According to industry reports, betting volumes went up by 50% during the period. Of course, Euro 2024 is going to be like that too.

The betting industry has evolved significantly over the years, with a notable shift towards digital platforms. Traditional bookmakers have increasingly embraced online operations, recognizing the potential for higher engagement and convenience. The rise of mobile betting apps has also played a crucial role in this transformation, allowing bettors to place wagers anytime and anywhere. This shift has been accelerated by the pandemic, which forced many land-based betting shops to close temporarily, pushing customers towards online alternatives.

Economic impact and revenue projections

The economic impact of Euro 2024 on the betting industry is expected to be substantial. Analysts predict a considerable uptick in betting activity, with estimates suggesting that the industry could see revenues surpassing those of previous tournaments. For instance, during Euro 2020, the UK alone witnessed betting revenues exceeding £1 billion. With the growing popularity of online gambling and increased participation from international markets, Euro 2024 is poised to set new records.

Several factors contribute to this optimistic outlook. Firstly, the tournament’s format, with more matches and an expanded roster of participating teams, provides more opportunities for betting. Secondly, the advancements in live betting technologies enable bettors to place wagers in real time, enhancing their engagement and potentially increasing the volume of bets. Additionally, the marketing efforts by betting companies, including lucrative promotions and bonuses, are expected to attract a larger audience.

Regulatory environment

The regulatory landscape for the betting industry has undergone significant changes in recent years. Governments and regulatory bodies have implemented stricter measures to ensure responsible gambling and protect consumers. In the UK, the Gambling Commission has introduced several regulations aimed at promoting fair play and preventing gambling addiction. These include measures such as affordability checks, advertising restrictions and enhanced verification processes.

Despite these regulatory challenges, the industry remains resilient. Betting companies have adapted to the new regulations by investing in compliance and responsible gambling initiatives. Many operators now offer tools that allow users to set betting limits, take breaks or self-exclude if necessary. These measures not only ensure regulatory compliance but also help build trust with consumers, fostering a safer and more sustainable betting environment.

Technological advancements and innovation

The role of technology in the betting industry cannot be overstated. Innovations such as artificial intelligence, machine learning and data analytics are revolutionising the way in which betting companies operate. AI-powered algorithms are used to analyse vast amounts of data, providing insights that help bookmakers set odds more accurately and offer personalised experiences to bettors.

Moreover, the integration of blockchain technology is beginning to make waves in the betting industry. Blockchain’s transparency and security features address some of the industry’s longstanding issues, such as fraud and lack of trust. By ensuring that transactions are secure and transparent, blockchain can enhance the credibility of betting platforms and attract more users.

Marketing strategies and consumer engagement

As Euro 2024 approaches, betting companies are ramping up their marketing efforts to attract new customers and retain existing ones. Social media campaigns, influencer partnerships and targeted advertisements are some of the strategies being employed. The use of data analytics enables companies to tailor their marketing messages to specific demographics, increasing the effectiveness of their campaigns.

Promotions and bonuses play a crucial role in consumer acquisition and retention. Many betting platforms offer sign-up bonuses, free bets and cashback offers to entice new users. Loyalty programs and VIP schemes are also popular, rewarding regular bettors with exclusive perks and benefits.

Furthermore, content marketing is becoming increasingly important. With more and more people watching football live, betting companies are investing in producing high-quality content, such as match previews, betting tips and expert analysis, to engage their audience. By providing valuable information and insights, these companies can establish themselves as trusted authorities in the betting space, fostering long-term customer loyalty.


The approach of Euro 2024 presents a golden opportunity for the betting industry to capitalise on the excitement and enthusiasm surrounding one of the world’s most popular sporting events. With advancements in technology, innovative marketing strategies and a focus on responsible gambling, the industry is well positioned to thrive. As the tournament unfolds, the economic impact on the betting sector will be closely watched, with expectations of record-breaking revenues and unprecedented levels of engagement. For both seasoned bettors and newcomers, Euro 2024 promises to be an exhilarating period of sports and betting.