In 2024, a spark ignited the Spanish online gaming market: the return of welcome bonuses. The industry, long held back by strict restrictions, took advantage of a legal reversal to give new impetus to its promotions. The result: an impressive increase in activity, huge profits for operators… and a political twist on the horizon.
The return of bonuses: a break with the past
For several years, welcome bonuses were banned in Spain, in accordance with Royal Decree 958/2020. This measure was intended to limit addiction and prevent the aggressive targeting of vulnerable players. However, a Supreme Court ruling in early 2024 reopened the door to these promotions, which were once again deemed legal for attracting customers.
Operators were quick to reintroduce these advantageous offers. Minister Pablo Bustinduy, faced with this growing reality, stated:
‘We must protect consumers from aggressive marketing practices.’
Explosion in player numbers: +21% in 2024
The figures speak for themselves. The number of active online players rose by 21.63% in 2024, reaching 1,991,550 people. This represents 459,266 new players registered during the year.
Beyond the sheer quantity, the intensity is equally remarkable: monthly active accounts averaged 1.43 million, while new registrations averaged 151,898 per month, an increase of +34.73% compared to 2023.
The gross revenue generated by online gaming operators in 2024 amounted to €8.108 billion. Of this, the state licence segment contributed €1.454 billion, an increase of 17.6%.
The most profitable online games? Casinos (€730.7 million) and sports betting (€608.9 million), with increases of 16.96% and 23.8% respectively. On the other hand, poker declined by almost 5% to €100 million, while bingo grew slightly to nearly €15 million.
Massive marketing: €526 million invested
To fuel this growth, the sector has deployed considerable resources: €526 million invested in marketing, including €261 million for promotions, €203 million in advertising, more than €56 million in affiliate marketing, and €5.45 million in sports sponsorship. Welcome bonuses, included in these promotions, have clearly been the main driver.
Political response: towards a new ban
Faced with these alarming figures, the government is not standing idly by. The ministry, headed by Pablo Bustinduy, is proposing a new customer services law to reinstate the ban on welcome bonuses, which it considers essential for consumer protection.Such regulations are part of a broader approach: already in 2020, an attempt was made to cap bonuses at €100 and limit advertising to certain time slots. Today, the challenge is clear: how to curb online growth while maintaining balanced regulation?