There is no single, comparable global figure for casino marketing spend. The clearest recent numbers cover different markets and measure different things: Spain reported €526.30 million in online gambling marketing in 2024; an Australian estimate put gambling and gaming advertising at $187.75 million that year; U.S. sports-betting TV ad volume has fallen from its 2021 peak; and 79% of surveyed young people in the UK recalled gambling advertising or promotions in 2025. These figures are useful only when their geography, time period, and measurement are kept separate.
How much do gambling companies spend on marketing and advertising?
The answer depends on what is counted. Advertising is one channel; broader marketing totals may also include promotions, affiliate payments, and sponsorship. The figures below are not casino-only estimates unless stated, and they should not be added together.
| Market and source | Period and measure | Reported figure |
|---|---|---|
| Spain, DGOJ | 2024 online-gambling marketing expenditure | €526.30 million, 30.36% higher than in 2023 |
| Australia, Nielsen Ad Intel as cited by the Parliamentary Library | 2024 gambling and gaming advertising spend; excludes in-stadium advertising and sponsorship | $187.75 million, down from $239 million in 2023 |
Spain: marketing across the regulated online gambling market
Spain’s Directorate General for the Regulation of Gambling (DGOJ) reported €526.30 million in online gambling marketing expenditure in 2024. The total includes €56.32 million for affiliation, €5.45 million for sponsorship, €261.53 million for promotions, and €203.00 million for advertising. Promotions were the largest of these reported categories. The figures describe Spain’s regulated online market overall, not casino marketing alone. The DGOJ’s 2024 online gambling annual report, published 24 March 2025, states: “El gasto en marketing en el año 2024 fue de 526,30 millones de €.”
Australia: an advertising-spend estimate
Nielsen Ad Intel estimated Australian gambling and gaming advertising spend at $187.75 million in 2024, compared with $239 million in 2023, according to the Parliament of Australia Parliamentary Library’s 2025–26 brief. The brief says the estimate excludes in-stadium advertising and sponsorship. It is therefore not directly comparable with Spain’s broader marketing total. See the Parliamentary Library brief on gambling advertising.
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How many gambling ads aired in Australia?
The Australian Communications and Media Authority (ACMA) counted almost half a million gambling advertising spots across five advertisers between 1 May 2022 and 30 April 2023. This is a placement count for that specified advertiser set and 12-month window—not a market-wide annual spend figure or a continuation of Nielsen’s 2024 estimate. ACMA’s report also examines spending for its study period. Read ACMA’s placement and spending report for its scope and method.
How many young people recall gambling advertising?
In the UK Gambling Commission’s 2025 survey, 79% of young people said they had at some point seen or heard gambling adverts or promotions from any online or offline source. The reported sources included offline advertising (77%) and online advertising (74%). Respondents could select more than one source, so the channel percentages overlap and do not add up to the overall figure. Recall measures remembered exposure; it is not a count of ad impressions, a spend estimate, or proof that advertising caused gambling behavior. The Commission published these young people’s exposure and recall statistics on 13 November 2025.
Are gambling ads increasing or decreasing?
Australia’s reported spend estimate fell year over year
The Parliamentary Library’s cited Nielsen Ad Intel estimate declined from $239 million in 2023 to $187.75 million in 2024. That comparison concerns the estimate’s gambling and gaming advertising-spend measure, with the stated exclusions; it does not show that every form of gambling marketing declined.
U.S. sports-betting TV ad volume is below its peak
The American Gaming Association (AGA) reported that U.S. sports-betting television advertising volume was 27% below its 2021 peak through 2025. The AGA also reported a 1% year-over-year decrease in sports-betting TV ads in 2025 and a 4% decrease in gambling-related television advertising units overall from 2024. These are changes in ad volume or units, not dollar spending. The AGA is an industry association; its figures are published in 2025 Sports Betting Advertising Trends, dated 13 March 2026.
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The sources measure different things in different places: broad online-market marketing in Spain, estimated advertising spend in Australia, placements in a particular Australian study, young people’s remembered exposure in the UK, and U.S. television ad volume. They also cover different periods and audiences. None supplies a harmonized global dataset that would support ranking countries or calculating one worldwide casino-marketing total.
Product boundaries matter, too. Spain’s marketing total covers the regulated online gambling market, while its casino revenue is a segment of that market. The U.S. figures concern sports betting and gambling-related television advertising. Neither should be relabeled as casino-only advertising.
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Marketing spend is not gambling revenue
Spain’s DGOJ separately reported €730.71 million in casino gross gaming revenue in 2024, equal to 50.23% of the country’s online-market GGR. The casino segment’s GGR rose 16.96% year over year. These are measures of market revenue, not marketing expenditure, and they cannot be used as a proxy for advertising spend. Both sets of figures appear in the DGOJ annual report.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the figures say—and what they do not
- Use Spain’s €526.30 million figure when discussing 2024 marketing across its regulated online gambling market, including promotions, affiliation, sponsorship, and advertising.
- Use Australia’s $187.75 million figure for the cited 2024 advertising-spend estimate, while retaining its stated exclusions.
- Use ACMA’s almost-half-million figure for ad placements by five advertisers during May 2022–April 2023, not as an annual market total.
- Use the UK’s 79% figure as a survey measure of young people’s recall, not the number of ads they saw.
- Use the AGA’s U.S. trend as a television-ad-volume comparison, not as a change in spending.
Advertising rules are also jurisdiction-specific. Australia’s framework involves federal, state and territory, and industry self-regulatory responsibilities; the Parliamentary Library summarizes restrictions on gambling ads during live-sports programs. Exact rules and exceptions depend on the applicable current law, regulator, and code. The Australian overview is in the Parliamentary Library’s gambling advertising brief.
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