Previously, punters chose their bookmakers based on factors such as brand reputation or the availability of certain sports markets. But that has changed over the years. In fact, today, the new generation of punters is carefully re-evaluating where they place their bets. How? By taking into account aspects such as security, transparency, etc.
But what are the main reasons behind this shift? One of them is the growth and consolidation of regulated markets in Europe. For example, in Spain, gross revenue from the regulated online betting market reached 405 million euros in the third quarter of 2025, representing year-on-year growth of over 16 per cent.
But that’s not all. Players have become more aware of the risks associated with unregulated bookmakers. A study carried out by Yield Sec for the European Casino Association concluded that unlicensed operators accounted for as much as 71 per cent of online gambling revenue in the European Union during 2024. To give you a clearer idea, an unlicensed gambling site offers no guarantee that your data or your money will be protected.
How can you tell if a bookmaker is licensed?
Every day, more and more punters turn to specialist sources to assess operators before signing up. Sites such as Bet Brothers Europe: trusted betting insights have become valuable tools for comparing licences, payment methods, promotions and the reputation of different sites.
The value of the odds is also a key factor. Bettors understand that even a slight difference in odds can translate into a significant advantage, especially when betting over the long term. That’s why, in each of our reviews, we recommend that users compare the odds offered by different operators.
And what about promotions? They have evolved considerably. It’s no longer just about welcome bonuses; nowadays, players analyse loyalty schemes, recurring free bets, cashback on losses and exclusive promotions for specific events such as the World Cup. The aim is to find the latest sports Betting Offers for EU players.
Transparency is key in gambling
Trust, security and transparency are key considerations when choosing an online bookmaker. For this reason, regulatory bodies have stepped up audits and tightened laws and regulations across Europe. Recent cases in the UK have shown that even well-established operators can face penalties when they fail to adequately comply with standards for protecting punters.
And last but not least, it is worth highlighting the cultural shift amongst punters. Information is more readily available than ever on websites such as Bet Brothers, where you can compare odds, check licences, analyse statistics and evaluate other players’ experiences. Our recommendation is that you should never choose an operator without first researching everything we have mentioned in this article.
