Serbia: Gambling Audience Profile
Research shows that more than half of Serbian residents have tried betting at least once. By 2029, the number of online gambling users in the country is expected to exceed 248K people.
📊 How often they play:
👥 Core audience — men aged 35−44. Among young people 18−24, 7% of men and 3% of women bet daily. Women tend to play less often (27% — less than once a year), while men are more regular (23% bet several times a week or more).
📱 Participation formats:
🎯 What players choose:
💸 Spending & dynamics:
21% spent more on betting last year, while 30% spent less. 17% placed their first bet in the past 12 months, confirming growing market interest.
🔥 Motivation:
🏆 Top brands in Serbia:
✨ Key takeaway: the Serbian market demonstrates strong engagement. Men form the main audience, sports betting drives activity, while motivations combine the desire to earn money with the excitement of the game itself.
📊 How often they play:
- 39% — place bets once a month
- 35% — weekly
- 15% — several times a year
- 16% — less than once a year
👥 Core audience — men aged 35−44. Among young people 18−24, 7% of men and 3% of women bet daily. Women tend to play less often (27% — less than once a year), while men are more regular (23% bet several times a week or more).
📱 Participation formats:
- 18% — use online apps
- 11% — go to offline casinos
🎯 What players choose:
- 55% — any type of betting
- 37% — sports
- 25% — lotteries and gambling
- 6% — online card games
- 4% — card games in casinos
💸 Spending & dynamics:
21% spent more on betting last year, while 30% spent less. 17% placed their first bet in the past 12 months, confirming growing market interest.
🔥 Motivation:
- 50% — desire to win money
- 43% — make watching matches more exciting
- 33% — thrill and emotions
- 30% — competition
- 18% — hobby
- 12% — curiosity/novelty
🏆 Top brands in Serbia:
- Mozzart Bet — 30.9%
- Meridianbet — 21.8%
- Maxbet — 19.7%
- Balkan Beat — 11.8%
- Bet365 — 7.2%
✨ Key takeaway: the Serbian market demonstrates strong engagement. Men form the main audience, sports betting drives activity, while motivations combine the desire to earn money with the excitement of the game itself.