UK Casino Apps: Tested, Scored and Ranked 1H26

Slightly delayed by illness, our 1H26 round-up contains analysis of the full market in 2Q26 and for the first half of the year. It also contains our adjusted forecasts in the face of a surprisingly strong second quarter. Additionally, we take a deeper dive into the apparent troubles at Flutter UKI and offer some thoughts on the pending ad ban and the outlook for the UK sector.

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.