Latvia iGaming Overview

Latvia is a compact but mature European iGaming market. Online casinos, sports betting, and poker are all legal, with a clear-cut licensing regime, high internet penetration, and an audience heavily concentrated in Riga. Even so, the market is anything but easy for media buying: gambling advertising is tightly constrained, and since 2026 both oversight and the tax load have only grown heavier.

What makes Latvia interesting to affiliates is not the size of the audience but the quality of regulated demand. In 2025, online gambling brought in €170.655 million in GGR, a 10.9% jump over the previous year. The online segment accounted for about 57% of the country's total gambling revenue.

This material is for informational purposes only. We do not endorse violations of the law, circumvention of technical restrictions, or breaches of service rules. Before launching a product, an advertising campaign, or a partnership model, you must verify the current regulations and the terms of the specific operator.

In a new 3S.INFO overview, we break down how Latvia's legal iGaming market is put together. Which games of chance are permitted, who issues licenses, what requirements and taxes apply to operators, and how the state blocks illegal projects. We also examine the local audience, payments, and marketing, the opportunities and risks for affiliates, and the most promising angles for media buying. The bottom line: how well does Latvia suit promoting casinos and bookmakers, and what rules must be factored in before launching campaigns?

Latvia in 2026/2027: Why the GEO Is Gaining Attention in iGaming

Latvia is an EU country that uses the euro and forms part of a single European digital space. For operators, this means clear requirements for KYC, payments, responsible gambling, and player protection. For affiliates, it offers access to local licensed brands rather than only offshore offers.

The main reasons to pay attention to this GEO:

• legal online gambling;
• high internet penetration;
• a user base accustomed to digital payments;
• a developed local market for betting and casino;
• online segment growth against a decline in land-based gambling;
• a mix of international brands and local operators;
• the euro as the primary currency;
• a significant share of the audience concentrated in Riga.

In 2025, 94.1% of Latvian households had internet access, and 93.6% of residents used the internet at least once a week.

For affiliates, this is a solid foundation: users are online, able to compare offers, and used to handling financial and everyday tasks through digital services. But the classic "launch a creative and collect registrations" playbook fares worse here: promoting betting and casino is restricted by law, and ad platforms require separate approval.

Gambling in Latvia: Legislation and Regulation

Gambling is legal in Latvia, but operating requires a local license. The foundation is the Gambling and Lotteries Law, or Azartspēļu un izložu likums in Latvian. Online gambling is governed by this law and by the Law on Taxes and Duties on Lotteries and Gambling.

Latvia permits:

• slot machines;
• roulette;
• card and dice games;
• bingo;
• pari-mutuel betting;
• sports betting;
• wagering;
• telephone games;
• interactive gambling via electronic communication networks.

The Ministry of Finance sets state policy on lotteries and gambling, while licensing, supervision, tax control, and the upkeep of several registries have been consolidated under the State Revenue Service (Valsts ieņēmumu dienests, VID) as of April 1, 2026.

Until April 1, 2026, the key role belonged to the Lotteries and Gambling Supervision Inspection (IAUI). Under the reform, IAUI was folded into VID. Moving oversight into the tax authority was meant to bring licensing, control, tax collection, and work on illegal operators under one roof.

Useful official resources:

• State Revenue Service — VID;
• the list of licensed operators;
• the Gambling and Lotteries Law;
• the Ministry of Finance of Latvia.

Playing in Latvia is only allowed with licensed operators. Taking part in unlicensed interactive gambling is prohibited, and VID publishes the list of authorized companies.

Latvia's Gambling License: How to Obtain It, Key Features, and Cost

VID issues the gambling organization license. The applicant must be a company registered in Latvia with a minimum paid-up share capital of €1.4 million. A foreign company or its branch cannot directly hold a Latvian license.

An online-only operator can apply for an interactive gambling license. It may cover online slots, roulette, card and dice games, bingo, pari-mutuel betting, and sports betting, depending on the declared set of activities and the approved game rules.

For a license that combines online and land-based gambling, the initial fee is €427,000, with annual re-registration at €45,000.

The license is formally issued for an indefinite term, but it has to be re-registered every year. During re-registration, the operator confirms compliance with the requirements, submits the necessary documents, and pays the annual fee.

For an affiliate, this boils down to one simple thing: before launching an offer, check not only the brand, but also the legal entity that holds the license. The brand on the landing page and the license holder may go by different names.

Legal Gambling and Betting Operators and Brands in Latvia

The official list of licensed operators is published by VID. It includes both local companies and international groups operating through Latvian legal entities.

The list changes regularly, so before placing a link, you need to check the brand against VID's current registry. A domain appearing in an old review or an affiliate dashboard does not replace a check of the official register.

International and Local Brands Operating in Latvia

Latvia hosts international groups and brands that operate through locally licensed companies. Their strengths:

• brand recognition;
• a high level of trust;
• well-developed mobile apps;
• a wide selection of games;
• ready-made CRM mechanics;
• a broad range of sports markets.

The weak spot of international brands is their stricter internal compliance policy. Affiliate registration, ad creatives, and promotional methods may take longer to clear.

Local operators tend to have a better grasp of:

• the Latvian and Russian language segments;
• the audience's payment habits;
• the specifics of local sports demand;
• VID requirements;
• local advertising restrictions;
• self-exclusion and responsible gambling workflows.

On the flip side, smaller brands may have thinner marketing budgets, fewer international products, and less flexible terms for partners.

Taxation of Gambling and Betting

On January 1, 2026, Latvia raised its gambling tax rates.

In official documentation, online gambling uses a base tied to revenue from organizing the game, effectively the difference between stakes accepted and winnings paid out, or GGR in industry terms.

In 2025, tax revenue from lotteries and gambling came to €55.3 million. That was roughly 0.4% of all tax revenue and 0.13% of the country's GDP.

Taxes on Player Winnings

Individuals are subject to a winnings tax. Winnings from gambling and lotteries up to €3,000 a year are tax-exempt. Anything above that threshold is subject to income tax at a progressive rate. In certain cases, the operator withholds the tax at the time of payout.

An affiliate should steer clear of promising players "tax-free winnings" or a universal amount to withdraw. The tax treatment depends on the annual volume of winnings and the specific payout structure.

How Latvia Blocks Illegal Projects

Latvia deploys several mechanisms at once to fight illegal gambling:

• domain blocking;
• access restrictions imposed by internet service providers;
• payment blocking;
• a ban on banks and payment institutions servicing unlicensed operators;
• publication of lists of blocked companies;
• administrative measures;
• control over advertising and affiliate routes.

Providers restrict access to unlicensed sites based on decisions by the supervisory authority and in line with electronic communications rules.

Payment institutions must not establish business relationships with operators named in the relevant VID decision. If a relationship already exists, it has to be terminated and transfers to such companies' accounts blocked. Separate restrictions apply to card payments from Latvian residents.

Official statistics for Q1 2025 show that since 2014 a total of 3,747 blocking decisions had been issued, 3,741 domains blocked, and 583 legal entities restricted. In the first quarter of 2025, another 90 domains and 4 legal entities were added.

In the first quarter of 2026, the country had 20 operators, including the state-owned Latvijas Loto, with 18 online licenses issued.

Players, affiliates, and ad platforms should bear in mind: a site may be accessible in one country and blocked in Latvia. That is why an international brand cannot automatically be considered cleared for a Latvian audience.

Advertising and Affiliate Marketing in Latvia

Latvia enforces a general ban on gambling advertising outside gambling venues. The law permits showing a venue's name and registered trademark on its own premises.

From April 1, 2026, a narrow exception emerged for registered graphic trademarks of licensed betting and pari-mutuel operators. They may be placed:

• at competitions involving adult athletes;
• in the names of sports competitions, clubs, and leagues for adults;
• on sports uniforms and equipment;
• in sponsorship messages from sports organizations and adult athletes.

At the same time, the logo must not contain a direct or indirect call to bet, visit a website, or go to a gambling venue. Nor may it create the impression that betting guarantees success, social status, or financial well-being.

For an affiliate, this means the standard model of a banner, a promo code, and a "register now" call to action demands especially careful vetting. In Latvia, promotion has to be cleared not only with the affiliate program but also with local advertising rules.

What to Check Before Launching

• Whether the brand holds a Latvian VID license.
• Whether the license covers the specific product being advertised.
• Whether the affiliate program permits traffic from Latvia.
• Whether the specific type of creative is allowed.
• Whether age labeling and a gambling addiction warning are present.
• Whether the ad promises guaranteed winnings.
• Whether betting is framed as a way to earn money or solve financial problems.
• Whether the creative targets minors.
• Whether the intermediate page leads to an unlicensed operator.
• Which legal entity the affiliate receives commission from.

Google, Meta*, and other platforms may layer additional rules on top of Latvian legislation. Even if an offer is legal, that does not automatically mean it clears for an ad campaign.

iGaming in Latvia: A General Market Overview

For a long time, Latvia's gambling model revolved around land-based casinos, gaming halls, and betting shops. Online gambling took on a life of its own after interactive licenses appeared and operators shifted to digital identification, remote payments, and a national self-exclusion registry.

In recent years, the market has been tilting toward online. In 2025, total GGR reached €299.579 million, with the online segment accounting for €170.655 million. For comparison, online gambling brought in €153.911 million in 2024.

Online casino remains the largest vertical. Betting is expanding at a slower clip, while poker posts a steep percentage gain off a modest base

Country and Population

Riga is the country's main economic and digital hub. The Riga region is home to around 45.6% of the population, while the capital proper accounts for about 31.9% of the country's residents.

Largest cities: Daugavpils, Liepāja, Jelgava, Jūrmala, Ventspils, Rēzekne.

The primary language of communication is Latvian. At the same time, part of the audience understands Russian, and English is especially important for the international and younger urban audience. In a European study, 47% of EU residents on average said they speak English as a foreign or second language, but the exact Latvian share for ad planning is better verified through a specific study and segment.

Latvia's Gambling Audience

The Latvian audience is small, so it cannot be split into dozens of micro-segments without enough data volume. In practice, it is more useful to divide users by language, age, game type, payment behavior, and traffic source.

The main groups:

• online casino users;
• sports bettors;
• the poker audience;
• players migrating from land-based venues to online;
• Russian-speaking users;
• Latvian-speaking users;
• international audiences based in Latvia;
• mobile-first players.

The country enforces mandatory player identification and a national self-exclusion registry. The minimum age for taking part in gambling is 18.

Promoting Online Casinos in Latvia

Online casinos are dominated by slots, card games, and roulette. In 2025, casino games brought in €146.594 million in GGR, or about 86% of online revenue.

For localization, it matters to:

• display prices and amounts in euros;
• use Latvian;
• treat Russian as an additional segment;
• tailor promos to the mobile screen;
• state the real bonus wagering conditions;
• avoid promising guaranteed results;
• provide self-exclusion information.

The popularity of individual providers can shift, so affiliates are better off not building content around a single "top slots" list. A more durable approach is to compare categories: jackpot slots, live casino, roulette, blackjack, fast games, and new releases.

Promoting Online Betting and Sports Betting in Latvia

In 2025, online betting generated €20.830 million, up 3.9% on 2024.

The most logical angles for local content:

• football;
• ice hockey;
• basketball;
• tennis;
• motorsport;
• winter sports;
• international tournaments;
• European club competitions.

For the local audience, Latvian football and hockey teams, as well as national team matches, can matter. But in a small GEO, a significant share of turnover usually forms around major international competitions and European leagues.

Promoting Esports in Latvia

Esports can be an additional niche, but it cannot automatically be treated as a mass segment. For testing, content about major tournaments, CS2, Dota 2, League of Legends, and mobile disciplines fits well. At the same time, any advertising materials must comply with age restrictions and the rules of the operator and the platform.

Payments and Localization for iGaming in Latvia

For Latvia, it is critical to show the user a familiar way to deposit and withdraw. Even a strong offer can lose conversion if the person cannot tell how long a payout will take and whether the operator supports their bank.

Usually, it is worth checking:

• Visa and Mastercard bank cards;
• bank transfers in euros;
• local banking solutions;
• e-wallets;
• payment methods available through the specific licensed operator;
• withdrawal times;
• fees;
• limits;
• the need for additional verification.

Crypto should not automatically be listed as a primary payment method. The option to deposit with crypto assets depends on the operator, its license, the payment provider, and AML requirements. For Latvian traffic, it is better to verify fiat methods first and only then add alternatives.

What Matters to Operators

• Euro support without unnecessary conversion.
• Straightforward KYC.
• Fast withdrawals.
• Transparent limits.
• Local customer support.
• Accurate display of fees.
• Compatibility with VID and banking requirements.
• Source-of-funds checks.
• Self-exclusion handling.

For affiliates, a piece that walks the reader through the payment flow should address not only how a deposit is made, but also how a withdrawal is processed. Users trust a review far more when it lays out timelines, limits, and real-world constraints.

Traffic and Affiliate Marketing in Latvia

Latvia is not a mass GEO but a compact, regulated market. Here, page quality, localization, and license compliance matter more than a large volume of cheap impressions.

An affiliate needs to decide upfront:

• whether to work in Latvian, Russian, or English;
• whether to promote casino, betting, or both verticals;
• whether to harvest organic demand or test permitted ad formats;
• whether to use CPA, RevShare, or a hybrid;
• whether to funnel users to a single brand or build a comparison project.

Why Traffic from Latvia Is Profitable

The opportunities for affiliates stem from:

• the growth of online casinos;
• a high level of digitalization;
• a clear list of licensed operators;
• no need to explain the basics of online payments;
• demand for comparisons of bonuses and terms;
• the migration of audiences from land-based venues to online;
• interest in local sporting events.

The most promising angles are not broad queries like "casino," but more specific topics:

• casino in Latvia;
• legal betting in Latvia;
• casinos with a Latvian license;
• mobile casino;
• euro slots;
• bonuses from licensed bookmakers;
• withdrawing winnings to a Latvian bank;
• comparison of bookmaker apps;
• hockey and football betting;
• poker rooms for players from Latvia.

That said, pages need current license details and must avoid implying that any operator from an international ranking is automatically cleared in Latvia.

CPA, RevShare, and Exclusive Offers

The local market may feature:

• CPA per qualified player;
• RevShare from the operator's revenue;
• a hybrid model;
• a fixed placement fee;
• exclusive promo codes;
• branded campaigns.

For a small GEO, qualification terms matter especially. Before launching, get written clarity on:

• what counts as an FTD;
• what the minimum deposit is;
• whether there is a hold period;
• how multi-accounts are handled;
• when the commission is credited;
• which GEOs are prohibited;
• whether organic traffic is accepted;
• whether branded queries may be used;
• which sources are off-limits;
• how the operator calculates negative carryover in RevShare.

Do not judge an offer by CPA size alone. In Latvia, what matters is brand accessibility, payout speed, licensing, and the stability of payment processing.

Risks and Opportunities for Promotion in Latvia

Regulatory risks

• A blanket ban on gambling advertising outside gambling venues.
• Separate restrictions for affiliates and ad networks.
• Blocking of unlicensed operators.
• Tougher taxes from 2026.
• Scrutiny of the final landing page, not just the ad.
• Liability for misleading advertising.
• A ban on targeting communication toward minors.

Market risks

• A population of around 1.86 million.
• A limited number of major brands.
• Fierce competition for branded queries.
• Thin data for fast testing.
• Dependence on a handful of sports and casino segments.
• The likelihood of a long payback period for SEO projects.

Technical risks

• Geoblocking;
• payment failures;
• KYC delays;
• blocked affiliate links;
• misdetection of language and country;
• a mismatch between the brand domain and the domain on the license;
• problems with the mobile version.

Windows for Growth

Over the next three years, the following may be of interest:

• local SEO comparisons;
• mobile casinos;
• content on legality and licensing;
• betting around major international tournaments;
• Russian-language and Latvian-language site versions;
• pages breaking down payments;
• responsible gambling and self-exclusion;
• B2B services for operators;
• local data on sports and odds.

Conferences for Gambling and Betting in Latvia

Riga is gradually becoming a visible venue for iGaming events in the Baltic region. As of the time of writing this overview, exact dates for Latvian conferences in 2027 and 2028 have not been confirmed. They are best checked on organizers' websites or in the 3S.INFO Calendar, since events may change city, format, and schedule.

Marketing for Casino and Betting in Latvia

Due to the restrictions, direct advertising media buying in Latvia requires separate legal review. The main working avenues for affiliates remain content, SEO, permitted branded placements, and affiliate integrations that comply with the operator's rules and local law.

Channels and Main Traffic Sources in Latvia

• SEO sites;
• comparative reviews;
• local sports media;
• email marketing where lawful consent is in place;
• social media content;
• partnerships with sports projects;
• influencer integrations subject to audience vetting;
• B2B publications;
• events and offline networking.

Social media demands particular caution. A licensed brand may be entitled to a sponsorship presence in sports, but that does not mean any blogger can post a direct call to bet.

SEO Approach for Casino and Bookmaker Sites

For the Latvian GEO, the following are useful:

• a separate site version in Latvian;
• careful Russian-language localization;
• pages with official license details;
• payment reviews;
• comparison of payout timelines;
• breakdown of bonus terms;
• up-to-date self-exclusion information;
• the date of the last content update;
• clear disclosure of affiliate relationships;
• no promises of guaranteed winnings.

Steer clear of artificial schemes, masking unlicensed brands, or funneling users to a platform with no right to work with Latvian players. That puts the affiliate, the operator, and the user at risk.

Practical Case (Roughly)

Picture yourself launching an SEO project around Latvian betting.

A workable structure might look like this:

1. The home page explains which bookmakers are licensed in Latvia.
2. Dedicated pages break down Optibet, OlyBet, Betsafe, 11.lv, Tonybet, and other brands from the VID registry.
3. Each brand page lists the legal entity, license, available games, payments, and restrictions.
4. A separate section covers football, hockey, and basketball betting.
5. The comparison page shows not only bonuses but also wagering terms, limits, and withdrawal timelines.
6. All commercial relationships are clearly disclosed.
7. License data is regularly verified against VID.

Such a project does not have to chase huge traffic. Its job is to bring in users who are already searching for a specific licensed operator and know why they are clicking through.

Media Buyer's Checklist: "How to Run Traffic to Gambling and Betting in Latvia"

Before launching traffic to Latvia:

• Define the vertical: casino, betting, poker, or B2B.
• Verify the brand against VID's official list of licensed operators.
• Confirm the legal entity that accepts players.
• Check whether Latvian traffic is allowed in the affiliate program.
• Get written rules on permitted ad sources.
• Check whether branded queries and trademarks may be used.
• Build a Latvian version of the landing page.
• Add the euro, local payment methods, and clear withdrawal timelines.
• Include the age restriction and responsible gambling messaging.
• Never promise guaranteed winnings or easy money.
• Do not frame betting as a fix for debt or financial hardship.
• Do not aim creatives at minors.
• Verify the entire chain: ad, pre-lander, link, operator's domain.
• Clarify the terms of CPA, RevShare, hold periods, and reasons for rejecting players.
• Save screenshots of the offer terms and the license.
• Track domain blocks and changes to VID rules.
• Periodically check whether tax and advertising requirements have shifted.

iGaming in Latvia: Takeaways, Conclusions, and the 2027 Outlook

Latvia is a compact, digital, and fully regulated iGaming market. Its strengths are legal online casinos and betting, the euro, high internet penetration, growing online GGR, and a clearly defined registry of licensed operators.

The main challenge is advertising restrictions. Latvia is not suited to aggressive mass media buying, but to careful affiliate marketing, local SEO, comparison projects, and content with high commercial value. The winner here is not the one who shouts the loudest about bonuses, but the one who best explains licensing, payments, withdrawal terms, and real-world constraints to the user.

Key takeaways:

• online gambling in Latvia is legal only with a local license;
• as of April 1, 2026, the primary authority is VID;
• the online market reached €170.655 million in GGR in 2025;
• online casino is notably larger than online betting;
• the interactive tax stands at 15% from 2026;
• betting is taxed at 18%;
• advertising outside gambling venues is broadly prohibited;
• a narrow exception applies to sports sponsorships;
• illegal domains and payments are blocked;
• affiliates need to verify not only the brand, but also the legal structure, the license, and the promotional route.

*Meta Corporation is recognized as extremist in Russia.