The Portuguese market will grow due to the mobile segment, live casino and sports/media integration, but within the strict SRIJ rules.
Point changes in the tax model and advertising restrictions, increased KYC/AML checks and algorithmic monitoring of risk behavior are expected.
Technologically, the industry is shifting to personalized limits, real-time analytics, open-banking/SEPA Instant and MB Way as the standard for fast payments.
The trend includes local content (.pt, Portuguese), cross-product ecosystems (casino + sports), gamified show games and responsible mechanics "by default."
The ESG agenda and data protection (GDPR) will remain a criterion for market access, and competition will go not so much in bonuses as in UX quality, transparency of conditions and level of trust.