The future of the industry

Until 2030, the Lithuanian market will move towards "digital by default": eKYC/AML procedures will increase, limits and self-exclusion will become smarter due to risk scoring, and payments will be faster thanks to open-banking and instant transfers to euros.

A shift in marketing towards responsible targeting and less aggression of promo is expected, the expansion of live formats and game shows, the growth of e-sports and mobile audiences.

The regulatory focus is on RTP transparency, protecting vulnerable players and channeling traffic from offshore to the licensed segment through technology locks and GGR tax calibration.

The market will consolidate: large operators invest in localization, safer-by-design and analytics, while maintaining a balance between innovation and social guarantees.