Social Gaming Regional Spotlight 3Q26 - United Kingdom

This quarterly report focuses on a new region of the world each quarter. We highlight market sizing, details about popular games and genres, and other relevant information we feel is helpful towards gaining a good understanding of each respective region. This quarter, we focused on the United Kingdom. The UK includes England, Scotland, Wales, and Northern Ireland, with a combined population of roughly 69 million. The UK ranks sixth globally in mobile gaming IAP gross revenues. For CY25, we estimate the UK’s mobile gaming market generated approximately $2,586 million in IAP revenues. We estimate IAA revenues at between $850 million and $1 billion, bringing the UK’s total mobile gaming market to between $3.44 billion and $3.59 billion in CY25.

In this 38pp report we provide the results of our real-world testing of 15 of the leading sports betting apps in the UK and provide detailed analysis of the findings and implications for the UK market.

We take our quarterly look at the UK online gambling sector where operators were making the most of the pre-RGD rise in April, but it didn't quite go to plan for some of the tier 1 operators. We also take a deeper look at the Intralot acquisition of Evoke, and the impact of the longer tail on the UK market as well as revise some forecasts for the year ahead.