(AsiaGameHub) –   The international brands of bet365 and Bwin are reported to hold the greatest profile and engagement within Spain’s evolving igaming market.

New research conducted by YouGov has highlighted the ‘widening disparities’ of Spain’s igaming market, observing a shift in consumer behavior, demographics, and channel usage.

The ongoing transition of Spain’s igaming sector is highlighted as “almost half of Spaniards (49%) claim they have never placed a bet of any kind”. This disconnect is even more pronounced among women, with nearly 60% stating they have never engaged in betting activity.

Shifts are driven by younger male consumers, as participation across the wider Spanish population remains far from universal.

Online gambling has become increasingly concentrated among younger male audiences; the YouGov study found that 47% of men hold at least one active online betting account, compared to 31% of women, while among 18–24-year-olds, 37% already maintain an active betting account. 

The report suggests that Spain’s digital gambling economy is now largely driven by audiences aged under 35 years old who engage with sportsbook, casino, and online betting products through mobile-first platforms, with participation levels declining sharply among older demographics.

Online betting channels recorded the highest recent levels of engagement, with significantly stronger penetration rates among men and younger demographics. 

Football betting dominates youth trends

However, YouGov’s findings also suggest that Spanish betting habits remain largely event-driven rather than habitual.

More than 40% of younger bettors stated they only place wagers during specific sporting occasions, reinforcing the importance of major football fixtures, international tournaments, and seasonal sporting calendars in shaping Spanish betting activity.

Football continues to dominate Spain’s online betting culture by a considerable margin. Among active sports bettors, 91% identified football as their primary betting sport. Tennis followed at 21%, while basketball accounted for 20% of betting interest. Formula 1, horse racing, and esports remained comparatively niche verticals.

Football’s dominance continues to strengthen the positioning of international sportsbook brands, particularly bet365 and Bwin, which maintain the highest recognition among Spanish consumers under the age of 45. 

The study noted that both operators perform especially strongly among male audiences familiar with mobile sportsbooks and digital betting products.

Beyond the market leaders, the research also highlighted differing demographic strengths among rival operators. William Hill demonstrated stronger engagement among consumers aged between 35 and 54, while Codere recorded notable traction within the 25–34 demographic.

Meanwhile, more digitally native brands such as Winamax and Betway achieved stronger awareness among younger male consumers already engaged with online casino and poker products.

Youth protections under-development

At a political level, the heightened engagement of young Spanish males — particularly under-24s — with online gambling has become a central concern of Spain’s recent regulatory reforms under the Royal Decree governing online gambling environments.

Measures agreed in 2024 introduced direct safeguards aimed at protecting younger audiences, requiring Spain’s gambling regulator, the Dirección General de Ordenación del Juego (DGOJ), to develop and maintain a centralised customer monitoring database for young players, alongside an algorithm designed to identify at-risk gambling behaviours.

However, despite the regulatory mandate, the DGOJ has yet to present either system within live technical environments, leaving questions over how Spain intends to operationalise its enhanced player protection framework for younger online gambling audiences.