Big changes are on the way, many of which were echoed in the first half of 2025, including the emergence of a new licensing system and consumer protection laws. These are all signs of the good things to come as operators move into a new year, symbolizing the next era of Irish gaming.
Casino bonuses: The high stakes of Irish incentives
For one, online casino bonus schemes will undergo immense change as the GRAI (Gambling Regulatory Authority of Ireland) tightens up promotional advertising. More specifically, companies will need to adopt more transparent and ethical marketing strategies, which will produce tangible change. Punters will begin to notice a clear shift away from huge, attention-grabbing promotions and an increase in smaller bonus offerings.
While this may sound counterproductive, it lowers the risk of promotional offers prompting unnecessary spending. Instead, operators will need to place more emphasis on customer retention through steady, well-structured engagement methods. This could come in the form of tiered loyalty programs or rewards for recurring customers to ensure they keep coming back.
For example, some of the latest casino bonuses may include deposit match deals, free spins, cashback, and loyalty points. Additionally, the terms of these will be clear and straightforward, specifying that a generous 250% casino sign-up bonus has a low 30x wagering requirement. With the emergence of more responsible gaming tools, it is expected that, eventually, there might be a correlation between the two (e.g., unlocking bonus funds might be dependent on deposit limits).
The regulatory reform reality (The big picture)
The presence of GRAI will impact casino operators in other aspects, as well. By 2026, the operational landscape for both online and physical casinos will have changed completely. For one, the new regulatory body brings with it stricter and much more meticulous licensing requirements. Operators will be provided with a clear list of rules detailing compliance protocols, AML (Anti-Money Laundering) measures, and advertising standards. In essence, this will define the new licensing system GRAI will be putting in place.
Ambiguity will be removed from gambling as a whole, with operators required to specify the types of services they will be offering. A clear distinction will be drawn between charitable lotteries, in-person, and online gaming, which will directly affect how these services are presented publicly. In demanding transparency in every aspect, this will positively benefit the target audience of iGaming platforms. It will significantly help in building trust amongst consumers, with 2026 being set up to follow a customer-first approach in the regulatory space. Additionally, gambling adverts will be prohibited from airing on certain platforms during certain times of the day (5:30 am to 9:00 pm).
Such an overhaul provides protective hours to non-gaming individuals and encourages operators to change the approach in how they reach new customers. Social media and other forms of digital media (including sponsorship-based marketing) will become the new norm. A look at Michelle McCarthy's MCC Marketing Group’s methods could offer some great insight (and inspiration) as to what this might entail going forward. Lastly, a national register will be put in place to allow punters the option for self-exclusion. Welfare and financial checks will also be implemented alongside this to achieve a safer but more demanding environment for operators.
Tech trends (Mobile, VR, and new gaming experiences)
Looking at the overall online gaming trends for 2025 so far, it appears that platforms will adopt a mobile-first design going forward. By 2026, the Irish iGaming market will be dominated by hyper-fast, seamless app experiences with minimal lag and buffering. Currently, punters demand frictionless gambling experiences, and if this standard cannot be met, the platform loses a customer.
5G networks will also be leveraged to help reduce load in times, making for instant access to gaming options. Live casino experiences will be another major trend, with AR (Augmented Reality) being integrated to further mimic the atmosphere of a real-life casino floor. This might even go as far as casino operators using VR (Virtual Reality) tech to create dedicated virtual Irish-themed casinos or sports lounges.
The craic and the community (Social betting and esports)
Lastly, as online gambling becomes more mainstream, so has the demand for social elements being built into platforms. As such, more operators have already begun introducing live chat features and community forums for punters to exchange ideas and thoughts. Mini-tournaments, private betting pools, and even bet-sharing are all very real possibilities that could emerge in 2026. Already, there is a positive reception to the integration of leaderboards and other elements where players can interact with one another.
Beyond this, market specialization will certainly become more prominent, especially with the rise of the global Esports scene. Naturally, Irish players will want to bet on these tournaments, presenting a potential sector that operators will need to capitalize on. In turn, predictive analytics and localization will become a vital part of predicting unique Irish sporting interests and betting patterns.