Albania

Albania is a state in the southwestern part of the Balkan Peninsula, bordering Serbia, Montenegro, Northern Macedonia and Greece.

In terms of economic development, the country is considered one of the poorest in Europe. This status is due to its long isolation, lack of strong international and trade ties, and low level of investment in the jurisdiction's economy.

The relatively high level of poverty encourages Albanians to look for quick ways to make money, leading many residents to engage in gambling. As a result, the country has seen a rapid increase in gambling addiction among the population.

Back in 2013, the authorities aimed to combat the illegal gambling market with an operation called “The End of Madness”, and in 2015, the state decided to legalize both offline and online gambling in order to counter the scale of the black sector.

However, this move failed and offshore operators were becoming more and more numerous, so in 2018 the government approved a law to completely ban the gambling industry, except for state-authorized casinos in tourist areas. As a result, the act came into force in 2019.

But it turned out that the story didn't end there. The project to legalize online betting was first published in April 2023 after Prime Minister Edi Rama, who banned the industry in 2018, admitted to local media that the country failed to prevent people from participating in gambling.

Moreover, Albanian sports federations have expressed their displeasure due to the huge loss in revenue caused by the online betting ban.

Population: more than 2.7 million people. About 65% of the inhabitants live in urban areas.

National composition: 95% Albanians, 3% Greeks, 2% others (Romanians, Roma, Serbs, Macedonians, Montenegrins).

The average age is 38 years. The average life expectancy is 79 years.

Age distribution:

• 5% - from 0 to 4 years
• 9.2% - from 5 to 12 years old
• 5.9% - from 13 to 17 years
• 8.9% - from 18 to 24 years
• 16.1% - from 25 to 34 years old
• 13.3% - from 35 to 44 years old
• 11.2% - from 45 to 54 years old
• 12.8% - 55 to 64 years old
• 17.6% - 65 years and older

Male population - 47.6%, female population - 49.4%.

The literacy rate (ability to read and write) is 98%.

Language: The state language is Albanian. There are two main dialects - Tosk (in the south of the country) and Geg (in the north).

About 50% of young people in urban areas speak basic English, while older generations are more likely to speak Italian.

Religion: approximately 63% Muslim, 22% Orthodox, 10% Catholic, and 5% atheist.

Albania was once considered the first officially atheist country in the world. This status was the result of Enver Hoxha's communist regime, which sought to eradicate religion from Albanian society.

Major cities: Tirana (capital), Fieri, Elbasan, Durres, Vlora.

Currency: Albanian lek (ALL). 100 ALL = 1.09 USD.

Financial capability: according to a survey conducted by Monitor magazine in December 2024, 67% of Albanians said that their financial situation has either worsened or remained the same compared to 2023.

The main problem is the cost of living, with 74% of respondents citing rising food, fuel and housing prices as a key challenge.

In addition, 20% of Albanians said that the main expenses of their families were related to paying for education and extra classes.

Some respondents highlighted the need to reduce stress levels and plan to leave the country in search of a more peaceful life.

Despite economic hardship, 42% of respondents expressed optimism about 2025. The main goals Albanians set for themselves include:

• Improving financial situation - 75%
• Taking care of health and well-being - 56%
• Gaining new experiences and traveling - 33%

The poverty rate in Albania in 2024 was 20-21% and the unemployment rate was 10.7%.

Many residents leave to work abroad. According to rough government estimates, about 1.4 million citizens of the jurisdiction live and work in other countries, up to 3/4 of them in Greece and Italy.

Average wages range from $650. The minimum wage is about $440.

Most employers pay wages once at the end of the month or at the beginning of the next month.

Gambling status

The national lottery, online sports betting, and offline casinos are currently legal in the country. Note that there are only a few gambling establishments operating in the jurisdiction, which are located in tourist areas.

Online casinos  and offline bookmakers have been banned .

Chronology of events in the formation of the legal gambling industry

• Albania's original Gambling Law was issued in 2015 and allowed both offline gambling establishments as well as online casinos and sports betting. However, in 2018, the authorities imposed a ban on the entire gambling industry, with the exception of a few offline casinos
• On January 1, 2019, the act to ban the gambling industry came into force. The government believed that this decision would help eliminate a lot of problems related to the social welfare of the population
• In 2023, Prime Minister Edi Rama announced that the restriction would be lifted as it did not help to reduce gambling-related organized crime and the spread of ludomania among the population
  Eventually, the process of legalizing online sports betting was launched through a new legislative proposal, which raised skepticism due to concerns about money laundering and existing legal loopholes
• On February 15, 2024, the Albanian Parliament did pass Law No. 18/2024 “On some amendments and additions to Law No. 155/2015 ‘On Gambling in the Republic of Albania’, as amended and supplemented”. The amendment definitively lifted the ban on the activity of accepting online sports betting in Albania and entered into force on March 27, 2024

Preliminary conditions for betting operators:

1. Only joint stock companies registered in the National Business Center will be able to enter the market. A total of 10 online sports betting licenses will be issued through a competitive process. A specially created License Commission is responsible for issuing licenses
2. The company must have experience in gambling in at least three EU/OECD countries for a minimum of three years, either directly or through a shareholder holding more than 30% of the company's shares.
3. The organization must provide proof of at least $21.3 million in gambling revenue for the most recent fiscal year
4. A security deposit of $1.6 million, which will be accessed by the Ministry of Finance. This amount must not be less than 5% of all deposits made by players in the previous fiscal year
5. The secondary deposit is $484k, intended to cover any liabilities of the operator to the regulator
6. Companies are required to remit 15% of tax to the country's culture, sports and innovation support fund

Rules regarding players

1. Operators must register anyone who decides to bet and keep player data for a minimum of three years
2. Betting will be possible exclusively online, with money passing through authorized financial agents such as a bank, Albania Post, Western Union or Unionnet
3. Individuals acting as players will be subject to personal income tax in accordance with standard resident income taxation legislation

Mentality

Besa (Alb. besa) is one of the fundamental concepts of the national character of Albanians. The concept of besa is based on loyalty to one's word and duty towards a family member or friend.

Family values occupy the main place among the population. For this reason, Albanians have a strong sense of responsibility towards work, which is often linked to the need to take care of their relatives and improve living conditions. Many of the residents seek more opportunities abroad.

Patriarchal traditions prevail in some regions, with men playing a leading role in the family. However, there is a movement towards gender equality in the cities.

For Albanians, having guests in the house is of great importance: the more guests there are, the wealthier the host is considered to be.

The inhabitants are quite emotional, they love dancing, music and socializing. In addition, Albanians are a proud people who value their independence. They are known for their strong will and determination, which can sometimes be interpreted as stubbornness.

Also, many here communicate directly and openly, which can be perceived as rude, but this reflects the Albanians' desire for sincerity in dialog.

Residents often approach decisions from a practical standpoint, considering what will be most beneficial or convenient in the long run.

The first automobile to appear in the country was the Mercedes-Benz. This brand has become a symbol of success and status for Albanians. Things from world brands are also perceived here as a sign of a person's wealth.

The volume of the iGaming market

According to statistics for 2018, Albanians spent $161 million annually on online and offline betting, and more than $754 million when taking into account bets from illegal operators.

Since the beginning of 2019, after the ban on all forms of gambling in Albania came into effect, authorized government agencies have conducted more than 1,400 inspections, resulting in the confiscation of property, criminal proceedings and fines for 135 entities operating illegally.

4,035 illegal betting platforms were also identified.

According to a study by the University of Tirana, every fourth gambler in Albania tried to commit suicide at least once because of gambling. In addition, more than 70% of Albanians faced stress and psychological problems for the same reason.

Internet accessibility: in January 2025, there were 2.38 million internet users in the country and the internet penetration rate was 85.6%.

The average speed of a wireless internet connection via Wi-Fi is 81.41 Mbps.

The average speed of mobile internet connection is 87.12 Mbps.

The volume of device usage:

• mobile - 81.9%
• desktop - 14.5%
• tablet - 3.6%

Payment systems: Visa, MasterCard, PayPal, E-Albania, MPay, PaySera.

Popular web applications: TikTok, Instagram, YouTube, Facebook Messenger, LinkedIn.

• TikTok - 1.41 million
• Instagram - 1.2 million
• YouTube - 1.2 million
• Facebook Messenger - 880 thousand
• LinkedIn - 660 thousand

It is important to note that in early March this year, the Albanian government announced a one-year ban on TikTok, citing concerns about the platform's influence on young people.

Some users report that they can no longer access the app, while others have not faced restrictions.

Player preferences

The most popular form of gambling in the country is betting on soccer. Other sports in demand are basketball, volleyball, boxing and track and field.

The main sporting events of the state are:

• Albania Cup - the annual and most prestigious soccer tournament in the country
• Albanian Super League - the highest division of Albanian soccer, with 10 teams participating
• Albanian Basketball Cup
• Wrestling Championship
• Track and Field Championship
• Swimming Championship
• Volleyball Championship

Slots based on myths and legends and fantasy stories are gaining popularity in online casinos.

In Albania, as in many other countries, the common type of roulette is European roulette.

In card games, residents prefer bridge, belote, pescach, mulan, and blackjack.

Player portrait

47.6% of players in Albania are in the age group of 25 to 34 years old and 32.1% are between 18 and 24. At the same time, 87.1% of them are men.

About 60-70% of players see gambling as a way to make a quick buck.

More than 50% of players prefer sports betting, followed by online casinos and poker.

Recommendations for creatives

Albania has a significant Muslim population, so aggressive and blatant creatives should be avoided.

Albanians will react positively to ads that emphasize socializing and spending time with friends.

The advertisement should provide convincing evidence that fast money is possible. To do this, you should demonstrate testimonials from other players and also use images of famous personalities.

Some famous personalities of the jurisdiction are: Ara Mix, Era Istrefi, Taulant Xhaka, Ermal Meta, Emina Jahovic, Kledi Kadiu, Elsa Lila.

Apply emotional triggers such as the hope of winning and the chance to change your life. Use phrases like “Every day is a new opportunity!” or “Luck can come at any moment!” to create an inspiring and motivating context. This will help to capture the attention and interest of the country's potential players.

Also use images of championship trophies, visualization of growth or success. For example, arrows pointing upwards to show positive results.

Symbols of good luck in the country are the palm leaf and white stone.

The national colors are red, symbolizing courage and heroism, and black, symbolizing strength and resilience.

Source-Telegram channel: @GamblingVIP