In these analyses, the OGQ takes an in-depth look at the following topic: Quarterly marketing costs growth rates (YoY) of online gambling operators – Q2 2025. The data research highlights how leading operators adjusted marketing investments and efficiency levels over the past year. It captures year-over-year changes in marketing spend alongside margin performance as a share of revenue. Together, the insights reflect how global online gambling firms are adapting strategies amid shifting competitive and regulatory conditions.

Quarterly marketing costs growth rates (YoY) of online gambling operators – Q2 2025
The first chart tracks how marketing expenditures evolved compared with the same quarter a year earlier. Results show clear differences between markets focused on growth and those tightening budgets.

• Average result: The average growth rate is slightly negative, while the median remains positive, indicating a few large cutbacks weighed down the mean.

• On top: Spain (DGOJ) posts the strongest growth, suggesting active reinvestment as competition intensified within regulated markets.

• Significant reductions: Rivalry shows the sharpest decline, reflecting tighter cost management.

• Stable spenders: DraftKings and Rush Street Interactive maintain flat growth, signaling disciplined allocation while sustaining steady brand visibility.

Marketing margins (% of net revenues), Q2 2025
This chart examines how much of each operator’s revenue is dedicated to marketing. A mid-teens average reflects cautious but efficient spending strategies across most mature operators.

• Average benchmark: The average marketing margin hovers in the mid-teens, balancing customer acquisition costs with stable profitability goals.

• Highest margins: High Roller, Zeal, and Super Group ex-US achieve above-average margins, indicating strong efficiency and brand loyalty among players.

• Mainstream players: Betsson, DraftKings, and Rush Street Interactive cluster close to the mean, reflecting steady retention and controlled reinvestment.

• Growth-focused outlier: Betr AUS allocates a larger share of revenue to marketing.

• Cost-conscious operators: Rivalry and Angler Gaming maintain lean margins, protecting near-term profitability while limiting short-term expansion.

More info about this analysis: Quarterly marketing costs growth rates (YoY) of online gambling operators – Q2 2025. Please find more data and the methodology applied in the current edition of the OGQ Magazine. Also, find more content in our data section.