How payment innovation is shaping the future of European sports betting

Europe’s iGaming landscape is undergoing significant transformation, driven by progressive regulatory shifts, evolving player expectations, and, most notably, payment innovation. As detailed in our research report, All the Ways Players Pay 2025, modern payment solutions—from digital wallets to localized payment methods and alternative payment options—are redefining how players in key European markets such as France, Italy, Spain, and Romania engage with online sportsbooks.

While each market offers its mix of opportunities and hurdles, one element is universally indispensable: providing fast, secure, and adaptable payment solutions. To attract and keep their players, operators must understand and swiftly respond to the varied payment preferences across regions. Therefore, a flexible, integrated payment strategy is key to winning new customers and sustaining long-term loyalty.

Download the complete All the Ways Players Pay report to uncover the latest payment trends revolutionizing the European iGaming sector.

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Understanding the modern European bettor

European players today demand more than competitive odds and enticing promotions—they expect a seamless payment experience. Fast, secure, and flexible payment options are now fundamental to the overall betting experience. Our research reveals key metrics that illustrate this shift:

• France: 57% of players plan to increase their use of alternative payment methods over the next two years.
• Italy: 51% of bettors expect to boost their adoption of alternative payment methods.
• Spain: Digital wallets are widely embraced, with 83% of players using them.
• Romania: 80% of respondents said that they may leave an online sportsbook if they don’t see their preferred payment method.

These figures highlight the importance of tailoring payment solutions to meet regional preferences and building trust among diverse player bases.

Digital wallet dominance

Digital wallets are rapidly reshaping the payment landscape across Europe. Italian bettors report usage rates around 79%, while Spanish adoption reaches as high as 83%. While France and Romania have slightly lower usage rates, at 70% and 72%, respectively, interest is growing, particularly among younger demographics seeking modern and mobile-friendly solutions.

Additionally, robust security features remain paramount—36% of Romanian and 39% of Spanish players cite security as the primary reason for their preference for digital wallets.

The rise of alternative payment methods (APMs)

European operators are witnessing a significant shift toward alternative payment methods, with 57% of French players and 51% of Italian players planning to increase their use of these solutions over the next two years. This trend reflects a broader industry movement toward offering more diverse and flexible payment options that lower barriers to entry. In mature markets, local payment methods and eCash solutions are becoming increasingly important, catering to evolving player needs by delivering enhanced flexibility and convenience without compromising security.

Transaction satisfaction and trust

Ensuring a top-notch payment experience is essential for player retention. In Romania, the satisfaction rate stands at an impressive 89%, setting a high benchmark across Europe. In France and Italy, satisfaction levels are solid at 67% and 73%, respectively. While these figures indicate positive overall experiences, there is room for improvement through faster transaction speeds and heightened security measures.

Younger players tend to favor mobile-optimized solutions, whereas older demographics place a premium on proven security and transparency, underscoring the need for a balanced approach that addresses all segments.

Looking ahead: Trends shaping 2025 and beyond

Innovation in payment technology is set to accelerate, and European sportsbooks must be prepared. An emerging trend that’s capturing attention is the growing demand for enhanced anonymity in financial transactions, with over 80% of respondents in all four countries saying it was important to them when choosing an online sportsbook.

As players become more privacy-conscious, next-generation payment solutions are expected to integrate robust anonymity features without sacrificing speed or efficiency. This focus on discreet transactions builds trust and caters to those who value protecting their personal data. Combined with improvements in personalization and transparency, a commitment to enhanced privacy will be critical for operators to maintain a competitive edge in an ever-evolving market.

The roadmap for European iGaming operators

The report's findings offer clear strategic imperatives for operators looking to stay ahead in an increasingly competitive industry. Investment in technology that ensures fast, secure, and transparent transactions is critical. Operators should diversify their payment options by integrating digital wallets, alternative payment methods, and localized solutions to cater to varied player preferences.

Embracing these innovations will meet modern bettors' immediate demands and establish a resilient foundation for long-term growth in the European iGaming sector.

Download the complete All the Ways Players Pay report to explore the insights and trends shaping the future of European iGaming.

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