Albania iGaming Overview: Opportunities, Trends and Strategies for Media Buyers

Publication date: 20 August 2025

If you’re looking for a rapidly growing iGaming market with sharp trends and almost zero competition, welcome to Albania! Our review on 3S.INFO gathers fresh insider information for operators, media buyers and everyone involved in the iGaming industry: laws, taxes, licensing details, affiliate case studies, traffic peculiarities, sales hacks and forecasts up to 2030. 

This content serves informational purposes only. We do not endorse violations of local laws or service policies. Please familiarize yourself with local regulations and comply accordingly!

After five years of a “dry law” banning online betting, a new era officially started here in 2024. Only licensed online operators are allowed now, and all gambling traffic from the Balkans gravitates toward capital domains. With a young and tech-savvy population, explosive growth in internet penetration and renewed interest in betting, Albania is emerging as a must-have GEO for affiliates in 2025-2026. Here’s a closer look! 

How Do Gambling and Betting Laws Work in Albania? 

Current Law: No. 155/2015 “On Gambling in the Republic of Albania” (key updates in spring 2024).

As of August 2025, only online sports betting is permitted.

Regulator: Subdivision of the Ministry of Finance, Gambling Regulatory Authority. The regulator oversees licensing, monitors turnover and reporting and engages other government bodies to combat the gray market. Technical blocking of illegal websites and payment processing falls on providers, while ensuring clean transactions is handled by financial police.

How to Obtain a Gambling License in Albania? 

• Licenses are issued exclusively by the Gambling Regulatory Authority.
• Only betting licenses are granted, with a limit of 10 operators.
• Eligibility: Only legal entities registered in Albania with over 3 years of experience in EU/OECD betting markets and annual turnover exceeding 2 billion ALL (around €19.8 million). 
• Requirements: Implementation of KYC/AML procedures, transparent disclosure of shareholders, financial guarantees, local office and business plan.
• License Cost: Starting from €3.9 million annually plus approximately €1.5 million in guarantees.
• Validity: 10 years.

As of August 2025, Albania is conducting a competitive selection process for operators seeking betting licenses.
Among global brands present in the Albanian market are MelBet, 1xBet, Parimatch, GGBET, Stake and Coins Game. Some offer partial localization with LEK/EUR currencies, but mostly operate offshore.

Top 10 Gambling Brands (Online Casinos and Bookmakers) in Albania

1. Bet365
2. Stake
3. 1Bet
4. Betway
5. BC.Game
6. 1win
7. 22bet
8. Melbet
9. Gamdom
10. BetFury

According to data from the Blask analytical service (August 2025).

Advantages and Disadvantages of Albania’s Regulated Gambling Market

Albanian authorities expect to receive approximately €30-40 million in taxes by the end of 2025. However, the lion’s share of the gambling and betting market remains untaxed, with a substantial portion of bets still operating in the gray zone.

To combat illegal gambling sites and betting companies in Albania, authorities employ various methods of blockade: 

• Mechanisms: Website and domain blocking, interruption of payment transactions (banks, electronic payment systems), fines up to €500 thousand for violating operators, bank account freezing.
• Tools: Churn lists of IP/domains, scanning of payouts and deposits, support from national providers.

For Affiliates: If you want to stay on the “white side,” strictly verify the legality of the offer on the regulator’s website.

How Albanian Users Are Attracted to Betting and Gambling Websites  

Republic of Albania is located in southeastern Europe, on the western part of the Balkans. 

Population: 2.8 million (2025), with 900,000 living in Tirana; major cities include Durrës (250,000), Shkodër, Vlorë, Elbasan (each with populations of 100-150 thousand).
Official language: Albanian; English proficiency among youth ranges from 45-55%.
Currency: Albanian lek (ALL); euros and international payments are commonly used.

Smartphones are actively used by 73% of the population (up to 90% among younger generations). Mobile connectivity exceeds European averages: Internet penetration reaches 77%. Urban digital profile reflects a young, mobile-oriented audience motivated by quick payouts and localized products.

Who Gambles in Albania: Target Audience Portrait

• Age: 60% of the audience aged 21-39.
• Gender: 65% male, 35% female.
• Finances: Urban and suburban youth with disposable income and above average digital literacy compared to Europe.
• Player Habits: Live betting on football and basketball, increasing interest in esports (CS:GO, FIFA, Dota 2).
• Casino: Slot games from top studios (Pragmatic Play, EGT, NetEnt), live dealer games.
• Popular Teams: FC Tirana, Partizani, Kukësi, national football team.
• Esports: Rapid growth in interest, local tournaments, betting on top disciplines.

Payment Solutions and Localization: What’s Needed on The Site? 

Having functioning payment solutions is critically important for success in Albania.

• International: Visa, Mastercard, Skrill, Neteller, PaySafeCard.
• Local: Internet banking, agent points of banks, Western Union (“bank containers”) — physical/affiliate points where cash can be deposited and winnings withdrawn without direct online access.
• Cryptocurrencies: Usage is increasing, especially on anonymous and decentralized sites.
• Bank Role: All deposits must go through a bank/financial agent. Cash transactions occur through partner branches.

Recommendations: Always adapt payment methods to LEK/EUR, add mobile banking app and fast withdrawal options.

Affiliate Marketing in Albania: Traffic, Marketing, Additional Insights

Why is it Profitable to Work with Albania?

• Virtually no competition among major legal operators (due to lack of new license holders).
• The market has just restarted, creating vast opportunities for gambling and betting media buying.
• Deferred demand: At least 21% of adults have placed bets in the past.
• Offers range from generous CPA ($90-$200) and RevShare of 35%-45%; exclusive management programs are emerging, especially for football events.

What Risks Might You Encounter When Promoting Casinos and Bookmakers in Albania? 

• Regulatory risks during the transitional period — it’s unclear how the gray market will be controlled and blocked.
• Technical issues: New domains and payment gateways (especially larger sums based on GGR) may face restrictions.
• Market saturation isn’t expected before 2027-2028, meaning early entrants could dominate the audience.

Marketing Strategies, Channels and Case Studies in Albania

• SEO/ASO: Top-ranked football-related websites in Albanian and English attract over 10,000 daily visitors during championship seasons, achieving a deposit conversion rate of 5-7% (see detailed case study above).
• Social Networks: Guerrilla marketing tactics, leveraging local communities, football influencers and chat groups on Telegram*, Instagram*. Emphasize mobile content creation for young audiences, organizing pools with affiliate bets for live matches.
• Practical Example: A SEO portal optimized for popular queries on local football betting generated over €5,000 in RevShare from a single offer in one season, while thematic Instagram* pages earned €1,500-2,000 monthly on CPA commissions.

Recommendations: Always maintain localization, keep coefficients updated, publish rapid match news, integrate live chats.

 Media Buyer Checklist: How to Deliver Traffic to Albania?   

1. Monitor the legal status of the offer (legality, white-list approval).
2. Implement local payment methods (LEK/EUR, agency transfers, mobile banking).
3. Content should be in Albanian and English, utilizing football analysis and live betting.
4. Send push notifications during broadcasts and top matches.
5. Optimize the mobile site and emphasize app development.
6. Stay informed about updates on the regulator’s website (who made it into the “top ten” legitimate operators).

Trends and Forecast Until 2030: What Lies Ahead for iGaming in Albania?

• The Albanian market in 2025-2026 represents a unique opportunity for Eastern European iGaming: clear rules are just beginning to emerge, licenses are scarce, and 80% of the audience is making their first steps in online betting. While regulators tighten controls, much of the traffic remains in the gray zone.
• Main opportunities for affiliates: Gain top-of-mind awareness among young audiences, quickly boost organic rankings, promote exclusive football and sports offers.
• Trends include increased online/mobile presence, cryptocurrency adoption, a sharp rise in esports, and integration of new technologies. By 2030, market saturation won’t be an issue: enhance your expertise in the local market, collaborate with mobile banks, monitor regulatory developments, and your ROI will consistently exceed European averages.

Today, Albania stands as one of the most attractive yet challenging iGaming markets in Europe for media buying. The country is poised for massive legislative changes, opening new opportunities but introducing risks for operators and affiliates alike. Don’t miss out on the potential: choose the best casino and betting offers in Albania, launch your ad campaign and enjoy profits!