Sports betting has grown into a global industry worth over $90 billion in regulated markets. But not all countries treat it equally. Regulations, taxation, betting culture, and operator infrastructure vary widely, which makes some jurisdictions far more attractive for both bettors and iGaming operators.
So, which country is best for sports betting? The answer depends on your perspective: player experience, market size, or operator opportunity. Let’s break it down.
1. United Kingdom – The Global Benchmark
The UK is often called the capital of sports betting.
- Legal framework: Fully regulated by the UK Gambling Commission (UKGC).
- Market size: £14.7 billion gross gambling yield in 2023 (UKGC report).
- Player culture: Deeply rooted in horse racing, football, and exchange betting.
- Technology: Betfair, the world’s largest betting exchange, is UK-based.
Why it’s the best:
- Highly transparent and regulated environment.
- Players enjoy consumer protection and safe payments.
- Operators can rely on stable infrastructure.
Downside: High taxes (21% point-of-consumption tax) make profit margins tighter.
2. United States – The Fastest Growing
Since the 2018 repeal of PASPA, over 38 U.S. states have legalized sports betting, including New York, New Jersey, and Nevada.
- Market size: $11 billion revenue in 2023 (American Gaming Association).
- Key sports: NFL, NBA, MLB, NCAA football.
- Opportunities: Mobile sports betting now dominates, with FanDuel and DraftKings leading.
Why it’s the best:
- Immense population and sports culture.
- Rapid digital adoption.
Downside: Fragmented regulation — operators must comply with each state’s rules separately.
3. Australia – The High-Value Player Base
Australia is unique: 80% of adults gamble, the highest rate globally (H2 Gambling Capital).
- Market size: AUD 6.3 billion in 2023.
- Popular bets: Horse racing, cricket, rugby, and AFL.
- Culture: Betting is socially accepted, integrated with sports broadcasting.
Why it’s the best:
- Players are engaged, high-value, and frequent bettors.
- Online sports betting is fully legal and regulated.
Downside: Stricter advertising bans and responsible gambling enforcement.
4. Italy – The Southern European Hub
Italy has one of Europe’s most active regulated sports betting industries.
- Market size: €2.5 billion in 2023.
- Strengths: Football betting dominates, followed by tennis.
- Regulation: Operators licensed under AAMS (Amministrazione Autonoma dei Monopoli di Stato).
Why it’s the best:
- Established digital infrastructure.
- Attractive taxation compared to the UK.
Downside: Advertising restrictions limit aggressive operator marketing.
5. Philippines – The Asian iGaming Gateway
The Philippines has emerged as Asia’s sports betting and iGaming hub.
- Regulator: PAGCOR (Philippine Amusement and Gaming Corporation).
- Market strength: Hosts B2C and B2B licenses for local and international operators.
- Player interest: Basketball, eSports, and boxing dominate.
Why it’s the best:
- Ideal gateway into the Southeast Asian market.
- Flexible licensing models for international operators.
Downside: Domestic players face stricter limits compared to offshore-facing operators.
Side-by-Side Comparison
| Country | Market Size (2023) | Player Base | Regulatory Stability | Operator Profitability |
| UK | £14.7B | Mature, loyal | High (UKGC) | Moderate (high tax) |
| USA | $11B | Growing fast | Medium (state-level) | High (huge market) |
| Australia | AUD 6.3B | Very active | High | Moderate (ad limits) |
| Italy | €2.5B | Solid | High | High (lower tax) |
| Philippines | $1.2B (est.) | Expanding | Medium (PAGCOR) | Very High (Asia hub) |
For Players: UK and Australia Lead
- Best player experience: United Kingdom (transparent, fair odds, strong protections).
- Best social acceptance: Australia (betting is part of the culture).
For Operators: USA and Philippines Win
- Best growth market: USA (unprecedented expansion, tech-driven).
- Best operator-friendly hub: Philippines (gateway to Asia, flexible licensing).
How Gamingsoft Helps Operators Expand Globally
The choice of which country is best also depends on how prepared you are as an operator. At Gamingsoft, we provide the technology and infrastructure to launch and scale across these top markets.
- AI White Label Platform – Build a sportsbook or casino in just 10 minutes, fully localized for UK, US, or Asian markets.
- GS Connect+ API Aggregator – Access 8,000+ games from 200+ providers, with integrated sports feeds and live odds.
- GSPay Payment Gateway – Multi-currency, crypto-ready, compliant with global AML and KYC standards.
- AI Chatbot & AI Voice – 24/7 multilingual customer service to meet the needs of global bettors.
With 15 years of expertise and 410+ operator partners worldwide, Gamingsoft ensures you succeed no matter which jurisdiction you enter.
Conclusion
There is no single “best” country for sports betting. Instead:
- UK sets the global benchmark.
- USA offers explosive growth.
- Australia has the world’s most active players.
- Italy provides stability in Europe.
- Philippines opens doors to Asia.
For players, the UK and Australia stand out. For operators, the USA and Philippines provide the best opportunities.
If you want to launch or expand your sportsbook in any of these markets, Gamingsoft is your trusted partner. Visit www.gamingsoft.com or email [email protected] to start your journey today.
About Gamingsoft
Gamingsoft is a leading provider of online casino solutions, offering a comprehensive suite of services, including a white-label solution, API integration, payment solutions, game development, and more, to iGaming operators worldwide. With over years of experience, Gamingsoft has earned a reputation for delivering innovative and reliable solutions, helping clients succeed in the competitive iGaming industry.
