Discover the latest German gambling industry trends and how they are impacting the lottery industry in Germany! Our German Gambling Industry Report 2023 is packed with valuable insights on consumer attitudes on gambling in Germany, lottery market size in Germany, and market forecast for the German gambling market. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!
Gambling in Germany: Current Market Landscape
Mintel’s gambling market research shows that gambling can be allocated to non-essential spending. Thus, gamblers are likely to gamble less often and/or wager less money due to squeezed incomes. This will dampen gambling market size and value growth in the lottery industry in Germany.
However, further licensing of online gambling companies in Germany will make up for shrinking demand in the gambling market Germany as audiences are shifting from the illegal to the legal gambling market. A stronger focus on recreational gamblers and responsible gambling will help to broaden the target group and will contribute to steady value growth of the gambling market size.
Gambling Market Research: What Consumers Want and Why
As a result of soaring inflation rates, and as people continue to battle with the high cost of living, gamblers, according to our gambling market research, expect to gamble less often and wager less money when gambling in 2023 than they usually do. This will slow down market value growth in the gambling industry in Germany, and will cause gambling market size to shrink.
According to Mintel’s gambling market research, increased licensing of online gambling companies in Germany can make up for dampened demand, however, gambling has a rather bad reputation among Germans due to its negative effects. Surprisingly, Mintel’s lottery market research has found that despite their affinity with digital technology, younger males are more likely to participate in lotteries at venues than in online lotteries.
Gambling Industry Statistics:
- German Gambling Industry Trends: 61% of gamblers think online gambling is more convenient than gambling at venues, and convenience therefore presents one reason for the growing popularity of online offers.
- German Gambling Market Consumer Behaviour: Due to squeezed consumer incomes, 58% of gamblers are likely to gamble less often, and 61% want to wager less money when gambling.
- German Gambling Market Challenges: Among 56% of Germans, gambling has a rather bad reputation, making it hard for the gambling industry in Germany to attract a wider audience.
- German Gambling Market Opportunities: The gambling market Germany has seen 16.2% growth in 2022. The legalisation of online gambling and high demand for leisure drove value growth beyond 2019 levels.
German Lottery Market Opportunities
While inflation poses a threat to the German lottery market, the legalisation of online gambling offers significant growth opportunities, as online gambling is more convenient for many Germans. Gambling companies in Germany can capitalise on convenient online offers and position online gambling as the cheaper alternative compared to gambling at venues.
However, gambling doesn’t enjoy a good reputation among Germans due to its negative effects. Gambling companies in Germany need to advertise responsible gambling and consumer protection, and promote the positive sides of gambling more strongly. This will help to broaden their audience, and their target group of recreational gamblers.
In the long-term a major growth opportunity for gambling market size lies in implementing new technologies, e.g. VR, that help to gamify gambling activities. This will improve the image and appeal to younger Germans particularly as gamification is a great tool to promote the fun aspects of gambling.
To discover more about the German Gambling Market, read our Germany Leisure Review Market Report 2022, or take a look at our extensive Gambling Market Research.
Quickly Understand the Gambling Market Germany & Lotteries in Germany
- The short-, medium- and long-term impact of inflation on the German gambling market.
- Gambling behavior.
- Participation in gambling activities and German lottery sales.
- Frequency and reasons for gambling.
- Perception of gambling activities and routes to appeal to non-gamblers and recreational gamblers.
- The legalisation of online gambling and resulting behaviours and responsibilities.
Covered in this Report
Products: Casino games (online and at physical casino venues), Poker, online gambling games, lottery (online and at venues), sports betting, slot machines, and more.
Brands: Kicktipp, Lotto24, Check Dein Spiel, LeoSafeplay, WestLotto, Casino Bad Homburg, Stargames, Neo Magazin Royal, Twitch, YouTube, bwin, and many more.
Expert Insights into the German Gambling Market
This report, written by Silvia Hondt, Travel & Leisure Research Analyst, delivers in-depth commentary and analysis to highlight current German gambling industry trends, German lottery sales, and adds expert context to the numbers.
While online gambling drives growth, brands need to focus on consumer protection and responsible gambling. To attract non-gamblers, brands should promote the fun side of gambling more strongly to improve their image.
Silvia Hondt
Research Analyst – Travel & Leisure, Germany
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Mintel predicts
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- The impact of the economy on gambling and lotteries
- Legal framework
- The impact of gambling
- Graph 2: proportion of gamblers with problematic gambling habits according to the SOGS, 2009-19
- Experiences
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WHAT CONSUMERS WANT AND WHY
- Gambling participation
- Graph 3: participation in gambling activities in the past year, NET, 2023
- Graph 4: participation in gambling activities in the past year, NET, 2023
- Gambling frequency
- Graph 5: changes in gambling participation, by financial situation, 2023
- Reasons for gambling
- Graph 6: reasons to gamble, by type of gambling activity, 2023
- Perceptions of gambling activities
- Graph 7: perception of gambling activities, 2023
- Graph 8: perception of gambling activities, by gamblers, 2023
- Graph 9: perception of gambling activities, by non-gamblers, 2023
- Gambling behaviour
- Graph 10: gambling behaviour of gamblers, 2023
- Graph 11: gambling behaviour of Germans, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
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Market Share
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MARKET SIZE, SEgmentation AND FORECAST
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology (if applicable)
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