As we approach a new year, it’s fair to say that the technological and online landscape has changed more than ever before. Within that landscape, the gambling landscape continues to evolve with new trends and advancements that are crucial for players, operators, and industry professionals to enjoy and develop games. The year 2024 brought significant changes, with regulatory shifts and new games that redefined the gambling experience. We’ll explore key insights from 2024, focusing on the global trends that influenced our market. Read until the end to discover our Tonybet predictions for 2025!
Online Gambling in Ireland
What a year! The online gambling industry in Ireland has undergone a massive transformation this year to align itself with global trends while embracing local nuances. Out of the many changes, the following four trends stand out from the crowd:
- Mobile gaming
- eSports betting
- Responsible and fair gambling
- Artificial Intelligence (AI)
The Irish online gambling market is projected to reach €1.14bn before 2025, with an annual growth rate of 2.33% by 2028. Considering the epic games that have been released this year, this is not a surprise. Let’s break down the most important changes to the gambling industry this year.
Mobile Gaming and its continued popularity
Mobile gaming undeniably reigned supreme in 2024, and it has continued along the same trajectory that it kicked off in 2020. According to a 2020 report, 75% of Irish online gamblers preferred using smartphones rather than desktops to place bets. However, new data from the same report for 2024 states that this figure has risen to 89.58%. Even without a global pandemic incentivising online gambling, Irish players are still choosing to use smartphones due to their convenience and on-the-go style betting.
To add to this popularity, there has been an increase in mobile-optimised games, with many household developers working hard to release smartphone-specific games. This is largely due to the fact that smartphone ownership in Ireland is predicted to rise by 6.15% by 2029, an industry opportunity that any savvy developer will make sure not to miss.
eSports: it’s come a long way!
The meteoric rise of esports in 2024 has injected a significant dose of fun into the industry through popular games such as Dota 2, League of Legends and CS:GO 2. Much of this popularity comes from competitive gaming attracting a younger, tech-savvy demographic. As a consequence, this younger betting age has helped the gambling and iGaming industry set its sights on goals that do not conform to traditional slot machines or live casino betting.
A report released at the start of the year indicated that Ireland’s eSports betting market would reach approximately €15.3 million. We’re certain eSports will continue to gain traction in the upcoming, so here are a few head-turning stats for you to chew on:
- League of Legends topped the most popular eSports tournament award with 6.94 million viewers worldwide in 2024.
- eSports sponsorships were responsible for generating €8.04 million in 2024.
- Global eSports market valued at €2.29 billion in 2024.
We’re sure we speak for gamers and gamblers alike: 2025 will be a huge year for eSports!
Increased focus on responsible gambling
As well as fun and frivolity, Ireland’s gambling regulations evolved to protect players from going a step too far when betting. In 2024, the Gambling Regulatory Authority of Ireland (GRAI) was introduced to prioritise player safety and well-being and to ensure Ireland aligned with global efforts to address the anti-social impacts of gambling. As an independent body established under the Gambling Regulation Act 2024, the GRAI has “powers to regulate advertising, gambling, websites, and apps.”
This will hugely benefit vulnerable players who are targeted and affected by advertising and marketing promos. A notable new law prohibits gambling adverts on telly and radio between 5:30 am and 9:00 pm, adhering to the common watershed laws that also prohibits explicit content being aired.
As with all gambling laws, this is an interesting and noteworthy development that aims to protect players, operators and developers alike, and it’s always worth it to learn more about the subject.
Artificial intelligence and player interactions
Our trend recap for 2024 would not be complete without mentioning artificial intelligence (AI) and its power to harness all! Throughout 2024, major companies such as BetMGM have utilised AI in their C4 engine to help keep users engaged for longer periods of time. However, there has been much discourse on the ethical consequences of this leveraging of AI. The main reason, it seems, is that it is primarily focused on platform revenue rather than user experience.
This hyper-personalised experience means that platforms suggest to players the games that are most like the ones they have previously played on. For example, the program may suggest, “Bet on X game because you bet on Y game”.
Although customised game recommendations are tailored to players and can offer good promotions, there is concern about how coercive this new tech may be, particularly towards more vulnerable players.
Globally, AI has been increasingly used in customer service and fraud detection. However, Ireland saw a particular focus on compliance, with AI tools ensuring adherence to regulatory requirements. By automating age verification and anti-money laundering checks, it’s hoped that Irish operators will be using this technology for the benefit of all players and developers!
Looking Ahead to 2025
The trends of 2024 laid the groundwork for significant changes in the gambling industry, especially in Ireland. Enhanced personalisation, the adoption of cryptocurrencies, a commitment to responsible gambling and the integration of AI are set to shape the future and offer exciting possibilities for the upcoming year.
Of the latter, the possibilities are endless. As algorithms become more sophisticated, we may see even greater levels of AI customisation and predictive capabilities. Operators could leverage AI to anticipate player needs with remarkable accuracy, as well as using the technology to detect fraud, addiction and a plethora of other issues.
It’s clear that the gambling industry is Ireland will continue to expand to new heights. The market is set to gain an additional 10% of users, driving the percentage up to 49% of the country’s population. According to the Irish Bookmaker Association, the gambling industry will continue to provide €171.2m to the exchequer and employ over 6,000 across the country.
From these figures, and with new regulations to promote safe gambling and the establishment of the GRAI, Ireland’s gambling industry is reaching even bigger and even better horizons in 2025!
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