Publication date: 23 September 2025
Ireland has long been known as a country where gambling is an integral part of everyday life. Here, it’s common to bet on horse racing and football, play bingo and lotteries, while now iGaming is increasingly moving online. For media buyers, this presents a real opportunity. The audience is accustomed to paying, knows how to gamble, and sees nothing wrong with regularly depositing funds into bookmaker or casino websites. In our 3S.INFO review, we’ll cover everything in detail — from laws and target audience habits to traffic specifics and promotion channels for gambling and betting.
Because unlike conservative markets where players require prolonged engagement before converting, Ireland offers faster conversion rates and higher average transaction values. For the operator, it’s a guaranteed flow of financially capable users, while for the affiliate, it’s a GEO where achieving profitability is feasible despite high competition.
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Gambling activities in Ireland were regulated by outdated laws enacted back in the mid-twentieth century. The Gaming and Lotteries Act 1956 remained the primary document until recent amendments. However, everything changed with the introduction of the Gambling Regulation Bill, which established unified control and a modern licensing system.
Gaming and Lotteries Act 1956 (amended in 2019, 2021), Gambling Regulation Bill (implementation period from 2022 to 2025).
Today, the main player in regulation is the Gambling Regulatory Authority of Ireland (GRAI). This body was specifically created to organize the market, monitor advertising, issue licenses, and combat illegal projects.
The regulator issues licenses (including online ones) for casinos, sports betting, lotteries and bingo. Cost: starting at €10,000. Validity period: from 5 to 10 years.
Ireland’s tax system is designed primarily to collect revenue from operators rather than individual players. Players do not declare their winnings, whereas bookmakers and casinos pay taxes based on turnover percentages and corporate income tax.
| Tax | Rate | Comment |
| Betting Duty (Tax on betting operations) | 2% of turnover | Paid by bookmakers |
| Corporate Tax | 12,5% | Standard business rate |
| Player Winnings Tax | None | Exempted |
| State Revenue (2022) | Over €100 million | Revenues from gambling industry |
When discussing Irish gambling, one of the first names that comes to mind is Paddy Power. This brand has almost become a national symbol, with its offline outlets found virtually on every corner in Dublin. In the online segment, Ireland is strongly represented by big players such as Flutter Entertainment, Entain, William Hill and 888 Holdings.
| Company | Brands | Characteristics |
| Flutter Entertainment | Paddy Power, Betfair | Strong positions in Ireland, viral marketing |
| Entain | Ladbrokes, Coral | Active offline network |
| William Hill | William Hill | British giant, trusted by players |
| 888 Holdings | 888casino, 888sport | Robust online segment |
According to data from the service Blask (September 2025), the top 10 most recognized casinos and bookmakers in Ireland include:
To understand how iGaming works in Ireland, we first need to look at the country itself. Ireland is a relatively small nation located in Western Europe, yet it boasts vibrant culture, a high standard of living, and long-standing traditions of betting.
The population stands at approximately 5.1 million people (as of 2024), distributed unevenly throughout the country: nearly a quarter of all Irish residents live in the capital region of Dublin. Other major cities include Cork (210 thousand inhabitants), Limerick (100 thousand), and Galway (85 thousand). For media buyers, this means that a substantial portion of traffic is concentrated in urban areas where internet connectivity and banking services are most advanced.
Primary languages: English and Irish (limited use).
Official currency: Euro.
Internet penetration: 94% of the population; smartphone usage: over 85% of the population.
It’s important to note that income levels in Ireland are higher compared to many European countries. This reflects on the iGaming market: players aren’t afraid to place bets of €50–100 per session and comfortably return for new deposits.
The Irish gambling audience is very clearly segmented. The core demographic consists of men aged 25–45 who work in offices or IT sectors. Women tend to prefer lotteries and bingo. The most popular online games include slots like Book of Dead and Starburst, as well as roulette and blackjack.
Gambling is deeply ingrained in Irish culture. Horse racing isn’t just a sport here — it’s a source of national pride. Families attend racetracks generation after generation, and major races are broadcast nationwide. Even today, pub conversations revolve not only around rugby and football but also about bookmaker odds.
Betting is a distinct cultural phenomenon. Irish people have a genuine passion for horse racing and rugby, along with placing wagers on English and domestic football leagues. Interestingly, esports is gaining traction too. Serious amounts of money are already being staked on major tournaments like CS:GO or League of Legends.
In Ireland, a typical gamer tends to be an office worker, IT specialist, or professional earning above-average income. The primary demographic comprises males aged between 25 and 45.
An Irish player doesn’t gamble solely for the win. For them, making a bet adds excitement to daily life. Watching a rugby match without wagering on their favorite team’s victory? For many, that’s simply incomplete enjoyment.
There are several key points for media buyers to consider:
In Ireland, there is a pronounced connection between sports and betting. One could say: “where there’s sport, there’s betting.” Football and rugby attract the largest volume of bets, but no other European country matches Ireland when it comes to the popularity of horse racing.
According to the analytics service Blask (September 2025), the top 10 most popular online games in Ireland include:
Payment methods are always a priority concern for media buyers. In Ireland, this aspect is straightforward: the banking sector is highly developed, and the population frequently uses both traditional cards and modern payment apps.
| International | Local | Characteristics |
| Visa, Mastercard | Irish banks (AIB, Bank of Ireland) | High reliability |
| PayPal, Skrill, Neteller | Revolut | User trust |
| Apple Pay, Google Pay | — | Widely used by younger players |
| Cryptocurrencies | Limited availability | Primarily offered via offshore operators |
Ireland is a country where the player equals a cultural identity, and gambling itself is perceived not as a risk but as an element of leisure. For affiliates, this implies that advertising messages should focus not on promises of “getting rich quickly,” but on evoking emotions — “Get more thrill out of the game or match”.
From an affiliate marketer’s perspective, Ireland represents an expensive but highly profitable market. CPA for the first deposit can reach €400–500, and RevShare goes up to 40%. Yes, competition is intense, but conversion rates remain consistently above the European average.
Advertising restrictions are tightening, but social media channels, streaming platforms, and sports sponsorships still offer viable promotional routes. Paddy Power provides an excellent case study: their provocative ad campaigns go viral and attract thousands of new players.
When targeting traffic in the Irish GEO, generic European creatives won’t cut it. There’s a unique logic at play here: players appreciate humor, value irony, love sports, and respect local brands. Successful campaigns hinge on three pillars: sports, humor, trust.
| Channel | How It Works | Notes |
| TikTok | Quick meme-style videos, humorous creatives | Ideal for ages 25–35 |
| YouTube | Match reviews and e-sports streams | Sports and esports betting resonate well |
| Instagram*
(Blocked in Russia by court order) |
Sports memes, Stories tailored for matches | Better combined with TikTok |
| Twitch | Streams of FIFA and CS:GO | New audience, currently low competition |
| Podcasts & Blogs | “Off The Ball”, “Joe.ie” | Significantly influence opinions on betting |
| Sponsorship | Rugby and football clubs | Expensive, but delivers premium brand traffic |
The key point: success in Ireland belongs to those who grasp the context. It’s not enough to merely advertise a casino or bookmaker; the campaign needs to connect with the country’s culture. If your offer aligns with the rhythm of Irish life, it will perform significantly better.
Ireland is an iGaming market suited for those willing to operate professionally. Success cannot be achieved without budget and expertise: competition is fierce, and regulations are becoming stricter. However, if you possess quality traffic and effective creatives, this GEO can deliver exceptionally high ROI. Choose the best gambling and betting offers in Ireland and move forward!
Betting on horse racing and sports, localization tailored to the British-Irish context, payments via PayPal and Revolut — these steps put you among those profiting in Ireland.
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