Germany iGaming Overview: Affiliate Marketing and Traffic

Last Updated: 14 october 2025

Germany’s iGaming sector is showing steady growth with significant potential ahead. An annual revenue increase of 10-12% is anticipated, largely driven by the country’s advanced digital infrastructure. However, mere presence in this market isn’t enough for success. In our review on 3S.INFO, we delve into legal compliance, localization requirements, and adaptability within affiliate marketing strategies. 

Germany sets the tone for iGaming regulation within the EU, establishing stable albeit strict conditions conducive to long-term business sustainability. The potential for brands and media buying teams is vast, yet only those willing to play by the rules will be able to unlock it fully.

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!

iGaming Prospects in Germany: Why This GEO Should Be Chosen

Germany is a magnet for media buyers and iGaming operators alike. What makes this country currently top-of-mind in the discussions among the gambling and media buying communities today? 

It’s simple: the market is massive, affluent, and growing despite intense regulatory pressure. It has its own set of rules, but also offers record-high payouts per lead. 

In 2025, competition has intensified, the vertical has become even more tech-driven, and the terms have grown more detailed. But if you understand the nuances and compliance, it’s possible to earn significantly more than in many other GEOs.

The key feature here is a mature market with digitally savvy consumers actively engaging in online casinos and betting, coupled with highly refined legislation. Yes, there are certain intricacies like limits, complex licensing procedures, stringent regulators, and strong grey areas. However, these nuances do not prevent even newcomers from generating substantial profits. This overview is a must-read for any operator, affiliate, or anyone looking to confidently, legally, and consistently monetize their efforts in Germany.

By 2026, the market is expected to undergo several changes including expanded regulations, stricter online advertising controls, technical audits of payment systems, and new restrictions on deposit limits. Tax rates are planned to be updated, document verification processes unified, and new user self-protection tools introduced. 

Gambling in Germany: Regulation and Legislation 

Since July 1, 2021, the new Interstate Treaty on Gambling (Glücksspielstaatsvertrag or GlüStV 2021) has been in effect, completely transforming the market landscape. This federal law applies across all states and regulates the entire spectrum of online gambling: casinos, poker, sports betting, virtual simulations. 

The main regulator is the Gemeinsame Glücksspielbehörde der Länder (GGL), responsible for issuing licenses, enforcing compliance with laws, blocking unlicensed websites, and monitoring gambling and betting advertisements. 

While individual regions still maintain local authorities (such as Glücksspielaufsicht), it is now the GGL that serves as the primary player overseeing the entire federal market.

Overview of Online Gambling Market Dynamics in Germany 2020–25

How to Obtain a German Gaming License? 

The GGL centrally manages all types of licenses. A list of available licenses and an up-to-date register of licensed iGaming operators in Germany can be found on the regulator’s website. 

Online Casinos and Bookmakers in Germany: Leading Operators and Brands

An official list of licensed operators authorized to conduct online casino operations and accept sports bets is published in a special section on the website of the regulator Gemeinsame Glücksspielbehörde der Länder.

Major international brands legally operating in Germany include 888, Betway, and Bwin.  

Among local giants: Tipico, Lotto24, Deutsche Telekom Sportwetten.

According to data from the analytical service Blask (October 2025), the top 10 most popular gambling and betting websites in Germany include: 

1. NV Casino;
2. Tipico;
3. Bet365;
4. Vulcan Vegas;
5. Mercur;
6. Lotto24;
7. Bwin;
8. Betano;
9. Wunderino;
10. Lowen Play.

How Are Illegal Casino and Bookmaker Websites Blocked in Germany?

The GGL blocks IP addresses and domains of unauthorized entities, while banks block payment transfers. All identified illegal online casino and bookmaking websites in Germany are added to a ‘blacklist’.  

Providers are required to restrict access to banned projects, and players’ access is automatically limited.  

Penalties range up to €500,000 for operators, along with confiscation of proceeds.

Target Audience for iGaming in Germany: General Market Characteristics

Germany is a country known for innovation, digitalization, and a great passion for gambling. With a population exceeding 84 million, it ranks among Europe’s top five largest markets. 

Major cities include Berlin (capital, 3.6 million inhabitants), Hamburg (1.8 million), Munich (1.5 million), Cologne (1.1 million). 

Official language is German, although English proficiency is high, with at least 56% of adults speaking it fluently. 

Euro is the sole currency. 

Internet penetration exceeds 91%, smartphone users account for 84% of the adult population. 

The gaming industry has evolved from traditional lotteries and offline venues to modern platforms accessible via iOS/Android devices, where the majority of revenue comes from mobile apps and third-party software providers.

Who Gambles in Germany: Player Profile 

Player Profile: Men (68%), Women (32%). Main audience consists of men aged 25-44 with slightly above average income. Typical player works in an office or freelancing, uses a smartphone, and plays in the evening or during weekends. Female audience prefers lotteries and slot machines.

Popular games include slots such as Book of Ra, Starburst, Gonzo’s Quest, Dead or Alive 2, Wolf Gold (Source: Casino.org analytics, January 2025), video poker, and new digital formats dominate among table games alongside lottery products.

According to data from the analytical service Blask (October 2025), the top 10 most popular online games in Germany include: 

1. Gates of Olympus;
2. Book of the Dead;
3. Legacy of Dead;
4. Big Bass  Bonanza;
5. Big Bass Splash;
6. Gates of Olympus Super Scatter;
7. Book of the Fallen;
8. Sweet Bonanza 1000;
9. Lord of the Ocean;
10. Twin Spinner Book of Ra.

In betting, the most popular sports include football (Bundesliga, World Cup, Champions League, European Championship), basketball, tennis, esports. Most common bets are match winner, exact score, handicap, totals.

Esports has reached parity with real-world sports: CS:GO, League of Legends, Dota2 rank highest in betting volume among players under 34 years old.

Deposit Methods in Germany: Payment Solutions and Localization

Trustworthy payments are essential. Reliable slots, fast withdrawals, secure personal data handling are fundamental requirements. Players should always have options between global solutions like Visa/Mastercard, PayPal, Skrill, Neteller, and localized methods such as GiroPay, Sofort/Klarna, paysafecard. 

Banks operate strictly: transactions leading to suspicious services or offshore accounts result in blocks, refunds, and warnings. 

Cryptocurrencies remain unregulated for B2C transactions, though some platforms experiment with innovative payment pilots. 

Mobile apps from major banks, Apple Pay, and Google Pay ensure full anonymity. 

For operators and affiliates, the challenge lies in flexible adaptation to the fintech market trends and educating their customer base accordingly.

Affiliate Marketing in Germany: How to Monetize Traffic? 

Gambling and Betting in Germany: Why This Market Offers Profit Opportunities

Germany boasts a large, affluent, and digitally saturated market where each lead goes through rigorous compliance checks and filtering. There are numerous niches available for offers ranging from traditional betting and slots to thematic instant-win and live games. Despite fierce competition, there’s room for launching fresh creatives, building long-term LTV, and increasing average spend per player.

Maximum rates for CPA and hybrid models (0–500 euros per deposit + RevShare up to 30–35%). Exclusive RevShare deals emerge, bonuses for upgrades, and pushes for repeat deposits appear.

Over the next 2-3 years, projects focused on Responsible Gambling, omnichannel experiences, progressive gambling analytics, cross-platform compatibility of casino verticals, and synergy with media and traditional sports will see significant growth.

Checklist for Launching Betting and Gambling Traffic in Germany

• Choose only GGL-licensed brands.  
• Check compliance and age verification: warn about KYC.  
• Localize landing pages and creatives.  
• Test multiple payment methods for withdrawals and deposits.  
• Include calls-to-action promoting Responsible Gambling.  
• Monitor updates from GGL and partners as new developments arise every quarter.

iGaming and Betting in Germany 2025 is a stable, powerful, yet demanding GEO. Brands and media buyers have access to enormous digital segment potential, but success requires complete compliance, localization, and marketing flexibility. Understanding regulatory specifics and quickly adjusting funnels is crucial in a market projected to grow annually by 10-12%. Now is the time to choose the best offers from German casinos and bookmakers, set up your promotion, and get your profit!

Germany remains a leader in regulation and new working practices within the EU, allowing operators, affiliates, and performance-focused teams to create dynamic campaigns for the long term. The key is to play by the rules.

Anna Volotskaya

Author with 20 years of experience. I cover everything about iGaming, traffic sources, regulation, and tools—clearly, in detail, and in...

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