The first half of the year has closed with operators tallying results from the World Cup, prompting SOFTSWISS to release its comprehensive iGaming Trends 2027 report.
The report examines some of Europe’s largest but most complex regulated markets, with the UK and Netherlands drawing particular attention from analysts and operators alike.
Across Europe, from the UK and France in the west to the Nordics and Balkan nations, regulators have been busy constructing new frameworks to govern the betting sector.
In the UK, Remote Gaming Duty rose from 21% to 40% from April 2026, following the budget announcement made the previous December, a move that sent shockwaves through the online casino industry.
General Betting Duty is also set to climb from 15% to 25% from 1 April 2027, adding further financial pressure on operators planning their long-term strategies in the British market.
Sports betting companies have been largely shielded from the heaviest tax burden, with online casino operators absorbing the most significant financial impact of the new duty structure.
SOFTSWISS stated in its report: “For operators, the near-doubling of Remote Gaming Duty changes the economics of the UK online casino vertical. It affects margin planning, promotional budgets, and product-mix decisions from the second quarter of 2026 onwards.”
The government itself projected the gambling duty package would raise “more than £1bn per year once fully implemented,” according to figures cited by SOFTSWISS in the report.
There was some relief for certain operators, with the 10% Bingo Duty abolished entirely, providing a meaningful benefit to companies such as Rank Group operating in that segment.
Gambling advertising has resurfaced as a contentious topic in the UK, with operators including Entain drawing attention to the volume of unlicensed sponsorship activity occurring across British sports.
Despite the turbulent tax and regulatory environment, operators have continued committing to the UK market, with some eyeing opportunities created by rivals potentially scaling back their presence.
According to data from Blask, the UK market carries an average Competitive Earnings Baseline of US$12.37bn, reflecting the enormous revenue potential that continues to attract investment and competition.
Blask data identifies 365 brands currently active in the UK market, with bet365, William Hill, Ladbrokes, Sky Bet, and Paddy Power leading the competitive rankings by a considerable margin.
Sky Bet and Paddy Power both sit under the Flutter Entertainment umbrella, giving the group a powerful dual presence at the very top of the UK market.
The Dutch market was re-regulated under the KOA Act in October 2021, but the sector quickly found itself under political scrutiny, with advertising practices becoming a particularly divisive issue for lawmakers.
Taxation has become a defining challenge for Dutch operators, with the rate on gross gaming revenues rising to 34.2% on 1 January 2025 before climbing again to 37.8% on 1 January 2026.
The consecutive tax increases in the Netherlands have placed mounting strain on operator margins, raising questions about the long-term sustainability of the Dutch regulated market model.
Both the UK and Dutch markets illustrate a broader European trend of regulators tightening fiscal and advertising conditions, forcing operators to reassess their strategies and product priorities heading into 2027.
