Vertical merging defines the future of iGaming because players no longer interact with single-purpose gambling products. iGaming platforms face pressure to connect casino games, sports betting, esports and social formats inside unified systems that share wallets, data and navigation.
The most recent statistics predict that the rapidly expanding industry will generate $153.6 billion by 2030, representing a compound annual growth rate of 11.9% from the record-breaking global market size of $87.7 billion in 2025. Now attracting more than 882 million players worldwide, everything from increasing regulatory developments, high-speed internet and strategic partnerships is driving market growth.
Our interview with the experts at BETVIBE — India's leading iGaming and sports platform — explains how harnessing vertical merging responds to changing player behaviour and why it sets the direction for iGaming in 2026. While there are thousands of iGaming platforms and operators offering similar, if not the same, games and gaming experience, experts at BETVIBE believe that merging verticals (acquiring mutually beneficial partnerships) is key to the future of iGaming.
The team behind the BETVIBE gaming site, explain what that means and provide a general overview of the future of iGaming. They were able to inform us about the current state of the global iGaming market, including how player habits are transforming the industry and why they believe harnessing vertical merging is the key to iGaming's future.
iGaming is evolving by the minute. iGaming platforms constantly innovate to provide the best gaming experience. Can you tell us more about the current state of the global iGaming market and how player gaming habits have changed?
Yes, you're right to say that iGaming platforms must constantly find ways to be innovative—the market has never been more competitive.
The latest data from Statista states that, for the gambling market specifically, user penetration should reach 1.1 billion by 2030, with more players now having access to high-speed internet, mobile devices and regulated iGaming platforms that have created the player trust the market so desperately needed. Europe's online iGaming market dominates, accounting for 41% of the global market share, but platforms in India, the U.S. (where regulated) and North America are thriving.
Player habits have changed dramatically, shifting to a mobile-first, fast-paced and easily accessible entertainment demand that fits into a modern, on-the-go lifestyle.
In response, iGaming platforms are now making strategic vertical mergers to secure the future of online gambling in a way that conforms to the new market norms and player demands.
BETVIBE believes that harnessing vertical merging is the key to iGaming's future, suggesting that combining different gaming verticals will define the industry's future. Can you explain more about that and why it has the potential to positively impact the market?
Absolutely, merging verticals will shape the future of the iGaming industry. Merging verticals refers to the strategic convergence of multiple gaming segments, including sports betting, online casino games, esports, fantasy sports, social gaming and live-dealer games. The idea is to create a unified platform or closely integrated experiences.
Traditionally, these were distinct offerings. Now, they're merging. For example, a single app might allow a user to place a bet on a football game, play slots or enter a fantasy league, all under a streamlined platform.
It's exactly what we've done on the BETVIBE gaming site to create that all-in-one experience players are asking for. We've combined it with integrating data, payment systems and player accounts across products to engage players more deeply and for longer, keeping players within one ecosystem instead of losing them to niche competitors. Ultimately, that drives higher lifetime value for the business.
You've listed multiple gaming segments there. What trends or developments are you seeing that demonstrate this kind of convergence and can you give some examples of how different verticals are merging?
Certainly, one of the clearest trends we're seeing at BETVIBE is the integration of sports betting and online casino gaming—they're the top two gaming segments. You'll see many operators now providing a seamless experience where users can switch from betting on a match to playing slots or poker with a single login and wallet. Again, it goes back to that all-in-one destination that players are asking for.
All of the major iGaming and sportsbook platforms are doing it, with this sportsbook-casino convergence driven by operators wanting to combine that social gaming element with real-money gambling.
It's evident that the iGaming market is attempting to evolve as quickly as player demands are, so is harnessing vertical merging truly the key to iGaming’s future?
The evidence and expert consensus suggest that effective vertical merging will separate winners from platforms that simply can't keep up. It's fundamentally transformative for the industry. Platforms that can create a cohesive, engaging experience across casinos, sports, esports, social gaming and more will drive the future of iGaming platforms. And we're already seeing it. The largest operators cover multiple verticals and report record revenues.
That said, providing multiple verticals isn’t enough in a market worth $87.7 billion in 2025 — it’s about how well they are integrated and how smooth the player journey is across them. The connections matter as much as the content and operators must focus on APIs, data standards, payment logic, creator tools and compliance frameworks.
Harnessing strategic verticals merging will take the future of iGaming towards a more seamless, well-rounded online gaming experience. Everything that's happening in terms of the evolution of iGaming is focused on the player experience, with over 882 million players worldwide.
