The online gambling market in the UK is hugely popular with a report finding 36.43 million registered accounts in 2023/24¹. Online casinos make up a sizable portion of this number with their unique combination of convenience and enhanced game offerings.
In recent years, there has also been an introduction of new technology like Artificial Intelligence, Virtual Reality and cryptocurrency. As well as technology advancements, developing legislation is likely to shape the future of the online casino industry. In this article we’ll look at what this future could entail.
Changes in Technology
The online casino industry is always quick to adapt to new technologies to ensure that players get the best experience possible. Let’s look at the technological advances which could influence the market in the future.
Artificial Intelligence
AI traces its origins back to the 1950s when Arthur Samuel developed the basis of a programme to autonomously play checkers. However, it wasn’t widely adopted in industries like online gambling until the 21st century². One of the ways that AI has been incorporated by online casinos is through AI chatbots. Chatbots were first introduced to websites like Facebook in 2017 and have gone on to revolutionise customer service, including within the online casino industry.
Through AI chatbots players are able to ask chatbots questions and receive their answers quicker than with a human representative. They also free up these human representatives to answer more complex queries. In the future, experts predict that AI will be used to fully automate this system, categorising and dealing with customer questions automatically.
AI has also been introduced in other areas of the online casino experience such as customising content. By analysing large amounts of data efficiently, AI is able to give a more accurate and wider representation of customer analytics. These can include insights into customer preferences including which sites and games have been visited in the past. This information can then be used to provide suitable game recommendations and marketing materials to users.
In the future generative AI, which has a greater level of autonomy, could be used to automatically tailor and send marketing materials to customers. For example, AI could be used to determine which games players enjoy and then generative AI can send out marketing emails based on this information.
Experts predict AI could also be used to help enhance responsible gambling measures. Currently, it’s almost impossible for providers to analyse the risk level of all players in order to provide intervention before a problem occurs.
In the future, AI could be used to provide detailed reports on player behaviour. By analysing patterns and highlighting anomalies, such as high, frequent spending, it can highlight at-risk players. It could also be possible for AI to provide intervention in the form of generated messages and real-time conversations with players.
Virtual Reality
One of the things that appeals to players about physical casinos is the atmosphere. The sounds of chips moving, slot machine bells and other lucky players celebrating, all enhance the casino experience. Visuals are equally important; just think of the iconic bright lights of Las Vegas casinos!
In the past, it has been difficult for online casinos to capture the same atmosphere as a bustling physical casino environment. However, through the introduction of VR, providers can create a more immersive, custom experience.
Players are able to make their own personalised avatars who interact with features like wheels and chips and even other characters. Alongside the interactive element, VR creates an immersive casino using graphics and sounds inspired by the real thing. In the future, VR will likely be used more widely to replicate the social aspects and immersive environment found in physical casinos.
Cryptocurrency and E-wallets
Another technological introduction in the online casino world has been cryptocurrency. The decentralised, virtual currency allows for faster transactions with lower costs. To capitalise on these benefits many online casinos have introduced cryptocurrency as a payment method.
There have also been a number of crypto-specialist casinos emerging within recent years. As of 2024, 4% of all gambling transactions are made using cryptocurrency with Bitcoin being the most popular. In the future, the number of crypto casinos seems set to grow as it reaches further into the mainstream³.
There have been further changes in payment methods on online casinos, such as the greater use of e-wallets. Popular e-wallets within the online gambling industry include options like PayPal, Skrill and Neteller. Many players prefer these methods as they use a third party to deposit and withdraw, meaning they don’t have to input card details. In the future, it is likely there will be a greater variety of e-wallets to choose from and be more widely adopted across online casinos.
Changes in Legislation
In the UK, the gambling industry is overseen by the UK Gambling Commission (UKGC). The UKGC regularly introduces new regulations to ensure players have the best and safest experience when gambling.
In recent years, the UKGC have had a keen focus on expanding safeguards for vulnerable gamblers⁴. In April 2020, new regulations were introduced to ban players from using credit cards as a payment method on gambling sites. As well as this, stricter age regulations were introduced with verifications now taking up to 72 hours, according to CasinoDetective.
The Gambling Act Review
Legislation after the Gambling Act review was completed in 2024, aimed to expand responsible gambling measures. One example of this was the changes to maximum stake limits⁵. A mandatory £5 limit per cycle was introduced for slot games and a further limit of £2 for those aged 18 to 24.
From October 2025, providers will also have to prompt users to set a mandatory deposit limit, making the system opt-out rather than opt-in. Providers must also remind users of their spending habits, highlighting their transactions and asking them to review their deposit limits every six months.
The Gambling Act review prompted further changes to legislation surrounding marketing and advertising within the online gambling industry. Players will now have to declare whether they want to receive marketing materials, rather than being automatically opted in during sign-up.
By 2026, providers will also be required to stop advertising using recognised sports figures, like famous football players. A UKGC report found that these advertisements appealed to children and vulnerable players. In the same year, providers will voluntarily cease advertising via football shirts.
Changes to Game Design
Recent legislation has introduced new rules regarding the design of online games. All slot games will have to introduce a five second pause between rounds to prevent players moving on before they process the previous result. Similarly, there will also be a ban on autoplay across all online gambling products.
Further changes to legislation mean that in the future providers will have to display a net spend and net time spent playing at all times. The UKGC aims for these changes to prevent harmful gambling behaviour developing in players.
Continued Growth?
Despite frequent changes to legislation, the online casino industry continues to thrive within the UK due to its ability to adapt. In recent years, player behaviour has shifted towards low-risk and low-wagering games like slots. Slot games are fast becoming one of the most popular offerings within the UK, with one in seven gamblers saying they’ve played one in the last month⁶.
The industry also faces challenges in terms of a growth in fraud. A 2024 Sumsub survey found that just under half of all providers face a 10% loss in revenue due to fraud. The most common types reported were identity fraud, where players create a false account, and bonus abuse, where players create multiple accounts to claim bonuses across them.
Despite these challenges, the online casino industry continues to grow in terms of player numbers and revenue. In 2024 the online gambling industry within the UK turned over a revenue of £1.54 billion, a 21% growth from the previous year.
A Future of Advancements and Changing Regulations
In the future, it’s likely the online casino industry will continue to efficiently adapt to new technology. AI is likely to be fundamental in shaping the future of online casinos through improved customer service and better customisation of gameplay. While still in its infancy, in the future VR could help to create a more immersive environment for gaming.
The online casino industry’s future will also be impacted by changing legislation. New regulations on advertising and responsible gambling measures are set to come into effect later this year or early next year. Despite challenges from changing regulations and increases in fraud, the online casino industry continues to show strong growth in the UK.
Overall, the UK casino industry will be keen to efficiently adapt to new technology and regulatory changes in order to continue its strong levels of growth.
1: Gambling in the United Kingdom- Statistics and Facts, Written by Statista, Published by Statista.
2: What is the History of Artificial Intelligence (AI)?, Written by Tableau, Published by Tableau.
5: Gambling Levy Regulations 2025, Written by UK Parliament, Published by UK Parliament.
6: Key Insights on UK Online Slot Players, Written by Rishad Dsouza, Published by YouGov.