Georgia has been on the radar of media buyers for several years now, often mentioned with the phrase "one to keep an eye on." It's not quite a classic Tier 1 market, but it's certainly not a "gray" experimental GEO either. There are clear rules of the game, legal online gambling, and a market that hasn't yet been saturated by major international brands. For those driving traffic to casinos and betting, Georgia is interesting because it combines a functional jurisdiction for operators with a transparent economics for traffic.

If you're an operator, this overview will help you better understand what you're getting into with a Georgian license and what requirements you'll need to meet. If you're an affiliate or media buyer, you'll find useful context here on how "white" this GEO really is, what to expect from local regulation, what risks to consider, and why the Georgian license continues to be regarded as a viable option for iGaming projects.

Gambling Legislation and Regulation in Georgia

The basic law "On the Arrangement of Lotteries, Gambling and Profitable Games" was adopted back in the 1990s and has been updated several times to adapt to online operations and new business models. It defines which games are classified as gambling, how permits are issued, and for what term.

Under this law, both land‑based casinos and slot halls, as well as online casinos, interactive betting, and system electronic games are permitted. A separate set of rules applies to online operators, but the underlying logic remains the same: if you want to operate legally, obtain a permit, pay licensing fees, and tax on GGR.

Permits are issued for a limited term. For casinos, slot halls, pool betting, lotto, and bingo, the term is typically up to 5 years, after which the permit can be renewed under a simplified procedure. Virtually all market analysts covering Georgia agree that the standard term for a gambling license is 5 years, with annual payments and quarterly fees for certain types of activities.

Control functions are distributed between tax and regulatory authorities:

  • Licenses and permits are issued by an authorized state body (in practice, through a system overseen by the Ministry of Finance and the Revenue Service of Georgia).
  • The same body monitors compliance with permit conditions, as well as the calculation and payment of fees and taxes.
  • The fight against illegal operators is conducted through financial oversight and general enforcement mechanisms, including the ability to restrict access to websites and block unlawful activities.

For an operator, entering the Georgian market under a local license entails engaging with local authorities on registration, reporting, and taxes. For an affiliate, it matters that a brand holding a Georgian license isn't operating in a gray area, but operates within a clear legal framework.

  • The Georgian iGaming landscape includes several industry bodies that advocate for the sector's interests alongside user protection and responsible gambling initiatives. The Georgian Gambling Association is the primary industry association, bringing together licensed casino operators, slot halls, and betting companies, and serving as their voice in dialogue with the state. In an interview, its management stated that the association operates at the intersection of business and player interests: it promotes responsible gambling principles, engages with regulators on gambling legislation, finance, AML, and user verification. Moreover, it helps implement practices that reduce risks for the audience.

How to Obtain a Gambling License in Georgia

The Georgian gambling license for bookmakers and online casinos has long been regarded as a viable option for those seeking to launch legal casino and online projects without being constrained by the overly rigid frameworks found in some EU countries. Permits for gambling operations are issued as a single package: one gambling license covers multiple types of games, while the detailed fee and payment structure depends on the format (casino, slot halls, online, pool betting, etc.).

Formally, a license can be obtained by both local and foreign companies. Requirements regarding the residency of founders are flexible. Many consultants explicitly note that there is no mandatory residency requirement for owners. The key focus is on proper legal incorporation, transparency of the ownership structure, and fulfillment of tax obligations.

A Georgian license requires the operator to pay:

  • an annual licensing fee, the amount of which depends on the type of activity and location (Tbilisi, Batumi, and other resort zones have different pricing structures);
  • quarterly fees for online casinos and specific types of games;
  • a GGR tax of approximately 15% of gross revenue (stakes minus winnings), payable monthly.

According to market analytics for online gambling in Georgia, the annual license fee for a major online operator can be in the range of 1.6–1.8 million euros/dollars, with additional fixed quarterly payments for operating online casinos and system electronic games.

For a media buyer, these figures matter not as "how much goes to the state," but as an indicator of the market's seriousness. When an operator invests millions in a license and quarterly fees, they have a clear interest in stable traffic, high LTV, and long‑term collaboration with affiliates. This translates into greater attention to the funnel, payments, retention, and a readiness to compete for quality traffic in terms of rates and conditions.

Major Operators and iGaming Brands in Georgia

Looking at Georgia through the eyes of a media buyer, the market breaks down into three broad groups: local licensed brands, international networks that have entered the country through both offline and online channels, and offshore operators that still maintain a presence in the region. The official register of license holders is maintained by state authorities, and the current list of permitted operators can be found in the licenses and permits section on the website of the Revenue Service and relevant Georgian government agencies.

Offline, the core of the market consists of major casino chains: Shangri La Tbilisi, Casino Iveria Tbilisi, Eclipse Casino, Casino Adjara, as well as establishments in Batumi such as Casino Iveria Batumi and other hotel‑casinos. These players have been operating in the country for many years, hold valid permits for land‑based business, and in many cases are the ones behind online projects under a Georgian license.

On the international side, global providers are also taking a closer look at Georgia as a jurisdiction. In essence, online brands can be launched under the "Georgian flag" on what appear to be mainstream international domains targeting Europe and Latin America, while legally operating out of Tbilisi or Kutaisi. As an example, one might consider online casino or sportsbook brands operating in a format similar to Shangri La Online, where the network maintains both land‑based properties and a digital presence under the same umbrella brand.

On the local level, beyond the networks mentioned above, the market also features brands tied to hotels and entertainment complexes, such as Adjara Casino, regional Eclipse‑branded casinos, standalone slot halls, and poker rooms. Some of these operators occasionally launch their own online platforms or white‑label solutions under a Georgian license.

At the same time, offshore brands well known to any media buyer are actively present in the region. Operators such as 1xBet, Mostbet, Pin‑Up, Betwinner, and other projects licensed in Curaçao, Anjouan, and similar jurisdictions often target users from Georgia through .com domains. For them, the advantage lies in flexibility regarding bonuses, odds, and product offerings. The downside is the lack of a local license and any connection to the Georgian regulatory environment.

To briefly summarize the strengths and weaknesses of Georgia's operator pool:
Licensed local and internationally‑oriented brands offer a clear jurisdiction, a tangible offline presence, and more stable payment processing (banks, acquiring, PSPs). However, they play by strict rules, pay substantial taxes, and cannot run promotions without restraint. Offshore operators are more flexible in terms of creatives and setups, but working with them involves a different risk model. In this case, it's essential to carefully read the terms, track conversion from click to deposit, and monitor how the brand performs over time.

Mechanisms for Blocking Illegal Casinos and Bookmakers in Georgia

In recent years, Georgia has been tightening the screws on the gray segment, and the main focus here is not so much on high‑profile raids as on cutting off players and money from unlicensed projects. The key areas of attention are access to games for local residents, advertising, and financial flows.

Initially, the state approached the issue through restrictions on players themselves. The minimum gambling age for Georgian citizens was raised to 25, while authorities simultaneously expanded the list of those prohibited from playing altogether. This now includes socially vulnerable individuals, public servants, people who have voluntarily requested self‑exclusion, and those added by court order or at the request of relatives. In 2025, biometric identification and a centralized age verification system were introduced on top of these measures, making it impossible to access an online casino without providing identification and confirming one's identity.

The technical fight against the gray online market follows a classic playbook: domain blocking and restricting access to websites via local internet providers, alongside efforts targeting payment infrastructure. Regulators are stepping up transaction monitoring for payments made to unlicensed operators, while banks and financial institutions are required to flag suspicious payments directed at gambling sites operating outside the legal perimeter. As a result, offshore brands are finding it increasingly difficult to process local payments as if nothing has changed, which is gradually diminishing their appeal to a portion of the audience.

At the sanctions level, the focus is not only on players but also on businesses. For operators, the tax regime has been tightened. The online gambling tax base was increased by approximately 65–70%, and starting in 2024, a 15% tax on gross revenue and a 5% tax on player payouts were added. At the same time, classical advertising has been effectively banned: television ads, outdoor advertising, and banners on websites are now fully prohibited, with only sponsorship agreements remaining permitted. This measure was explicitly stated by the Prime Minister when the package of restrictions was being discussed.

A separate tool is the register of persons prohibited from gambling. Following the reforms of 2024–2025, over 1.5 million citizens were added to it, representing a significant share of the country's adult population. This is not a blunt domain‑blocking approach, but rather an effective filter. Even if a site remains technically accessible, a legal operator is not permitted to accept a bet from anyone on the list.

Official statistics on the exact number of blocked domains or closed illegal platforms are not published regularly. However, the overall trend is clear from the news: the state is restricting advertising, raising taxes, limiting access for certain categories of citizens, and tightening compliance to make operating in the shadows increasingly unprofitable.

iGaming Market Growth Prospects

Looking ahead through the eyes of both operators and media buyers, Georgia is currently in a phase of "tight but not crushing" regulation. On one hand, government rhetoric has periodically escalated to the point of proposing to "shut down all casinos in two stages": first raising taxes and the gambling age and banning advertising, then closing the sector entirely (such plans were publicly voiced back in 2021). On the other hand, officials themselves have emphasized that a complete ban on online casinos is not expected in the coming years. In reality, instead of a total banhammer, the country has opted for a path of regulation and tax pressure.

The key changes in recent years look as follows: a new tax package introduced in 2024 (an additional 15% tax on slot machine operators and a 5% tax on player payouts), an increase in the minimum gambling age to 25 for Georgian citizens, an expansion of the list of prohibited categories, and the introduction of a separate permit for online gaming, which has been designated as an independent regulatory zone. For media buyers, this means that local traffic is becoming more restricted. A significant portion of residents formally cannot participate in gambling, and operators are tightening their audience filtering through enhanced KYC procedures.

On the 2024–2026 horizon, another important trend has emerged. Georgia has begun building a model that in many ways competes with Curaçao and other offshore jurisdictions, offering five‑year licenses for online casinos targeting international audiences. The new law, which was debated and passed by 2026, introduces a category of permits allowing operators to work with international traffic under a relatively soft 5% GGR tax, but with the strict condition of not accepting local players. In effect, Georgia is splitting its market: a strict regime for domestic residents and a more flexible framework for exporting iGaming services.

In terms of timing, many key changes are already in effect. The tax reforms and certain restrictions came into force on January 1 and July 1, 2024. Biometric identification and the expanded register were introduced throughout 2025. The new five‑year online permit framework for international audiences was rolled out by mid‑2026. Going forward, it would be logical to expect not another "market‑shattering ban," but rather a gradual refinement of the model already adopted: adjustments to tax rates, KYC/AML procedures, and payment infrastructure requirements.

For the iGaming market, this means that Georgia is unlikely to become a "wildly liberal" jurisdiction, but a total online ban scenario now appears less likely than it did a few years ago. More probably, the country will continue to maintain a balance: stringent requirements for operators, tight control over local players, a tough stance on advertising, and at the same time, an open window for projects that use a Georgian license to operate with international traffic under a more transparent and predictable framework.

Georgia's iGaming Market: A General Overview

From an iGaming perspective, Georgia is far from a nascent market. It's a well‑established one, with roots reaching back to the late Soviet era. Gambling was legalized in 1989, and the first law of the independent republic was adopted in 1992. Since then, the country has gradually evolved into a regional hub for casinos and betting. Throughout the 2000s and 2010s, Georgia actively attracted gambling investment, built casinos in Tbilisi and Batumi, and developed its online segment in tandem with the spread of internet and mobile technology.

The country itself is compact: around 3.7–3.8 million residents (excluding disputed territories), comparable to Croatia or Lithuania. The key cities are Tbilisi (~ 1.1–1.2 million), Batumi (~150–170 thousand), and Kutaisi (~130–150 thousand). The official language is Georgian, though older and many middle‑aged generations speak Russian fairly fluently. English is most common among younger audiences, IT professionals, service staff, and in tourist areas. The currency is the lari (GEL), and everything related to local payments revolves around it.

Internet and smartphones here are no longer a luxury. Internet penetration is high, with a significant portion of the population using mobile networks and 4G. The smartphone has long become the primary device for accessing online services and entertainment. For media buyers, this means that traffic in Georgia is predominantly mobile, with a focus on Android and standard web‑ and in‑app funnels.

Georgia's Gambling Audience Profile

Georgians play, and they play heavily. Authorities have been trying to curb this engagement through restrictions for several years. According to various anti‑gambling groups, there are hundreds of thousands of problem gamblers in a country of just a few million, which has prompted the state to introduce age and social filters. Yet the appetite for casinos and betting remains. The audience simply moves to wherever access is easier and they are allowed in.

In terms of gender and age, the picture is typical for the region. The core of online players consists of men aged 25 to 45 with a stable income, residing in major cities such as Tbilisi and Batumi. There is also a female audience, particularly in the slots and casual games segment, but the bulk of deposits and bets still comes from male users. An important nuance is that Georgian citizens under 25 are now officially prohibited from participating in gambling, with a large segment of socially vulnerable individuals and public servants also excluded. As a result, legal operators are focusing more heavily on the solvent "25+" demographic.

What resonates with the audience? The mechanics that work well in the region are familiar ones: a localized front end (language, currency, support), fast deposits and withdrawals, solid odds, live sports coverage, and straightforward bonuses without overly complex wagering requirements. Users don't want to wade through complicated T&C. They want to log in, deposit, quickly place a bet on football or spin a slot, and withdraw just as fast if they get lucky. This aligns well with iGaming strategies that emphasize clear communication and honest UX, rather than hidden traps in the fine print.

In terms of casino games, Georgia is hardly unique. Players enjoy high‑volatility slots, classic fruit machines, Megaways, progressive jackpots, and live casino offerings. Providers such as Evolution, Pragmatic Play, Playtech, and other major studios are actively present in the region through local operators, with the live format gaining particular traction due to players' familiarity with land‑based casinos and their desire to bring that experience online.

In betting, football takes priority: European leagues, the Champions League, the Europa League, top‑flight championships, along with the Georgian national team, which has been making frequent headlines in recent years. Basketball, tennis, MMA, and boxing also draw attention, with any sport that gets significant coverage and discussion gaining traction. Local clubs and players add interest to domestic competitions, but the bulk of the turnover still goes to international events. 

Esports as a vertical exists in the region, but this is neither South Korea nor Scandinavia. Bets on CS2, Dota 2, League of Legends, and other popular titles are available in the lines, but for now, this remains more of an additional traffic source than a primary turnover driver. That said, the younger audience, deeply engaged in shooters and MOBAs, is gradually coming on board, so maintaining an esports line in the offer is certainly not redundant for the long term.

Planning a campaign around a specific event? Check out the "Sporting Events Calendar on 3S.INFO" and stay ahead of the game.

Payment Solutions and Localization in Georgia

For Georgia's iGaming market, payments are as much a "moment of truth" as in other GEOs. A user may see a compelling creative and register, but if the checkout doesn't offer a familiar deposit method or throws an error, the entire funnel collapses. International cards (Visa, Mastercard), local banks, internet banking, and various payment services are all actively used in the country, with crypto also gaining a strong foothold in recent years — an area that Georgia has shown considerable interest in.

Popular methods for players (deposits and withdrawals) include bank cards in lari, online banking through the apps of Georgia's major banks, occasionally vouchers and local payment services, as well as cryptocurrencies and stablecoins for those accustomed to holding funds in USDT or other digital assets. At the legislative level, Georgia has already introduced a separate license for VASP providers: crypto‑to‑fiat, crypto‑to‑crypto, and the use of digital assets for paying for goods and services where permitted are all allowed. This doesn't mean that any iGaming project can do whatever they want with crypto, but the general attitude toward it is more pragmatic than hostile.

Banks and mobile apps play a key role. For an operator with a Georgian license, it is crucial to have a clear agreement with local banks and payment providers to ensure that transactions under gambling‑related MCC codes do not result in mass declines. The state is stepping up AML/KYC oversight, so the payment system must not only process money but also withstand checks on the origin of funds and customer verification.

For operators and affiliates, this leads to several practical takeaways. First, without localizing the checkout to the lari and popular local methods, achieving strong conversion is difficult. Users expect to be able to deposit just as they pay for utilities or make online purchases. Second, it's worth considering that part of the audience prefers solutions with minimal friction around security and KYC, so transparent communication about data protection and licensing helps boost conversion. Third, when choosing an offer for Georgia, it's important to look beyond the CPA size and consider what payment methods are actually available at deposit and what the real approval rate is, especially for internationally‑oriented projects operating under a Georgian license.

What iGaming, Affiliate Marketing, and Media Buying Events Are Held in Georgia?

Georgia currently hosts several key events worth keeping on your radar if you're in iGaming or media buying.

  • G GATE CONF (Tbilisi)
    This is a major multi‑vertical affiliate conference held in the summer at Expo Georgia, bringing together media buying teams, solo media buyers, SEO specialists, CPA networks, advertisers, and service providers. The program always features a strong iGaming block covering casino and bookmaker traffic, payment systems, proxies, anti‑detect browsers, trackers, white‑label solutions, as well as live breakdowns of campaigns and offer combinations.
  • SBC Summit Tbilisi
    A dedicated iGaming and sports betting conference for the Eastern European and Central Asian markets, held at the Sheraton Grand Tbilisi Metechi Palace. It gathers top operators, software providers, payment solutions, and local experts in regulation, marketing, and product. This is a great format if you want to understand the "operator's perspective" on the market, not just the media buyer side.
  • Georgia iGaming Affiliate Conference
    A practical event launched as the country's first conference bringing together gambling operators, government representatives, affiliates, and webmasters. The format covers online and offline gambling, marketing, and the specifics of launching and growing projects in Georgia.
  • Tbilisi Gaming Fest / iGaming Crossroads Summit
    More niche gaming and B2B events aimed at casino representatives, regulators, software developers, and affiliate programs, with panels on iGaming marketing and traffic management.
  • Want to take part in industry events? Check the "Events Calendar on 3S.INFO" for the latest schedule, grab discounts, and don't miss out on giveaways.

Traffic and Marketing for Gambling & Betting in Georgia

Georgia is an interesting GEO where gambling has long been legalized. The market has gone through several waves of regulatory tightening, yet continues to thrive and evolve. For a media buyer, this is not a "wild" unregulated market, but rather a controlled territory where white‑hat traffic has solid prospects, provided you account for local specifics and regulations.

Why Georgia Is a Profitable GEO for Traffic

Competition exists, but it's not on the level of major European countries, where every player has already seen every offer dozens of times. Georgia offers an interesting balance: operators are investing in licenses, offline and online products, while the market is not yet saturated with hundreds of global brands as it is in Germany or Spain. For affiliates, this means there's a chance to enter the space not at the "last mile," but at a stage where the audience is still responsive to new brands, formats, and messaging.

For affiliates, the classic iGaming verticals are open: casino (slots, live, jackpots), sports (football, basketball, tennis, MMA), with esports gradually gaining traction as well. There is demand for content and streaming, local reviews, and educational formats that explain rules, bonuses, and deposit methods. Against this backdrop, standard payout models (CPA per FTD, hybrids, and RevShare) work well, especially if the licensed brand offers clear economics and doesn't nickel‑and‑dime its partners.

An additional advantage is the availability of exclusive deals. Flagship brands such as Shangri La, Iveria, Adjara, and online projects under a Georgian license are actively developing affiliate programs and are willing to offer exclusive deals tailored to specific traffic sources and formats (streaming, YouTube, Telegram, portals). For a media buyer, this means an opportunity to secure higher rates and more flexible terms if you're ready to build campaigns tailored to the country, rather than just dumping generic traffic.

Affiliate Marketing in the Region: Risks and Opportunities

The main risk is regulation. In recent years, the state has raised taxes, restricted advertising, introduced age filters and a self‑exclusion register, while also tightening KYC and AML requirements. For a media buyer, this means:
Aggressive "gray" advertising on local platforms is no longer a viable strategy, and mass access to betting across all user segments is off the table. A significant portion of the audience is simply legally excluded from participation.

Technical risks center on payments and identity verification. Operators are required to thoroughly vet clients, monitor the source of funds, and comply with local regulations, which often introduces additional steps into the funnel (KYC, identity verification, limits). This inevitably impacts conversion from registration to deposit. On the flip side, a legal brand that meets all these requirements offers predictable payouts and fewer unpleasant surprises in the form of unexplained blocks.

The market risk is gradual saturation. As more major operators enter the country, competition for the solvent 25+ player intensifies, making creative quality, content depth, and retention efforts increasingly critical, rather than just "directing traffic to any GEO." However, this is precisely where entry windows emerge: new license formats for international traffic, fresh brands, and products actively seeking partners with experience in High‑Risk verticals.

Over the next three years, the following appear promising:

  • niche projects targeting international audiences under a Georgian license;
  • content‑driven and streaming formats that explain the market and provide honest brand reviews;
  • comprehensive solutions where the affiliate not only drives traffic but also builds a product (portals, comparison sites, media) tailored to Georgia and neighboring regions.

Gambling and Betting Marketing in Georgia

In terms of channels, Georgia resembles other digital markets in the region: social media, streaming, influencers, content portals, and SEO. Telegram channels with local audiences are active, along with YouTube streams covering casino and betting content, Instagram and TikTok (in the form of educational and entertainment clips), as well as traditional sports and news websites featuring affiliate integrations.

To drive traffic to iGaming verticals, the following approaches are commonly used:

  • Content funnels: operator reviews, bonus breakdowns, explanations of rules and payment processes;
  • Streaming: casino streams, live betting, studio‑style formats with match discussions;
  • Influencers: local bloggers and athletes who carefully integrate brands into their content without direct "banned" calls to action;
  • SEO portals: casino and bookmaker rankings, odds comparisons, guides on deposits and withdrawals.

In terms of SEO tactics for the High‑Risk niche, Georgia frequently comes up as a case study at industry conferences. Key topics include working with local language queries (Georgian, Russian, English), multi‑domain strategies, the use of content clusters around brands and sports, as well as careful attention to E‑A‑T and trust signals to help gambling and betting projects maintain their search rankings for as long as possible.

Practical Cases: How to Make Money with This GEO

Georgia‑specific case studies are a regular highlight at conferences such as G GATE CONF and SBC Summit.
Media buying teams present combinations where traffic from YouTube streams and Telegram channels is directed to local licensed brands, with retention driven by content, honest reviews, and transparent communication regarding payouts and limits. Other examples include affiliates building multilingual portals that cover several neighboring markets (Georgia, Armenia, Azerbaijan) and monetizing them through CPA and RevShare across a portfolio of local and international operators.

Launching Traffic: A Checklist for Media Buyers

Before launching traffic to Georgia, it's worth running through a basic checklist:

  1. Choose an offer with strong conversion potential. Verify that the brand holds a valid license and has clear terms regarding KYC, limits, and payment processing.
  2. Clarify which player categories the brand accepts (age, residency) and how this impacts conversion rates.
  3. Review actual EPC, deposit approval rates, and partner feedback on payout reliability.
  4. Select channels that don't conflict with local ad restrictions (content, streaming, community, SEO).
  5. Localize your communication: language, currency, deposit and withdrawal methods.

This way, you'll avoid the situation where a seemingly strong offer on paper fails to perform on the real market due to mismatches in regulations and audience expectations.

Georgia is not an experimental GEO for a one‑off split test. It is a market with a history, established laws, and its own growth logic. It combines strict regulation with the state's desire to retain licensed operators and investors, while also offering affiliates a window of opportunity: high demand for content, mobile traffic, strong interest in casinos and sports, and a growing number of projects operating under a Georgian license for international audiences. If you're willing to respect local rules, build transparent funnels, and play the long game, Georgia's iGaming market can become a stable source of income for you, rather than just another one‑shot in your CPA stats.