Albania

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

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

A rather high level of poverty encourages Albanians to look for quick ways to earn money, which leads many residents to participate in gambling. As a result, there is a rapid growth of gambling addiction among the population.

Back in 2013, the authorities targeted the illegal gambling market with an operation called Operation End the 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 step failed and offshore operators became more and more numerous, so the 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 turns out 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's couldn't stop people from gambling..

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

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

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

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

Age distribution:

• 5% - 0 to 4 years old
• 9.2% - 5 to 12 years.
• 5.9% - 13 to 17 years old.
• 8.9% - 18 to 24 years old.
• 16,1% - 25 to 34 years old.
• 13.3% - 35 to 44 years old.
• 11,2% - 45 to 54 years old.
• 12.8% - 55 to 64 years old
• 17.6% - 65 years and older

The male population is 47.6% and the female population is 49.4%.

The literacy level (reading and writing ability) is 98%.

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

About 50% of youth in urban areas speak English at a basic level, while members of the older generation are more likely to know Italian.

Religion: approximately 63% are Muslims, 22% are Orthodox, 10% are Catholics, and 5% are atheists.

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

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

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

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

Despite economic challenges, 42% respondents expressed optimism about 2025. The main goals that Albanians have set for themselves are to, include:

• Improved financial position - 75%
• Caring for health and well-being - 56%
• Gaining new experiences and traveling - 33%

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

Many residents go 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 salary - from $650. The minimum wage is around $440.

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

Status of gambling

Currently in the country authorized national lottery, online sports betting and offline casinos. It should be noted that there are only a few gambling establishments operating in the jurisdiction, which are located in tourist areas.

Online casino and offline betting shops are located forbidden.

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 of banning the gambling industry came into effect. The government believed that this decision would help to eliminate a lot of problems related to the social well-being of the population
• In 2023, Prime Minister Edi Rama announced that the restriction would be lifted because it had not helped reduce gambling-related organized crime and the spread of ludomania among the population
  Eventually, the process of legalizing online sports betting was set in motion through a new legislative proposal that drew skepticism due to concerns about money laundering and existing legal loopholes
• On February 15, 2024, the Albanian Parliament finally adopted the Law No. 18/2024 «On some amendments and additions to the Law No. 155/2015 «On Gambling in the Republic of Albania», as amended and supplemented. The amendment finally lifted the ban on the activity of accepting online sports betting in Albania and entered into force on March 27, 2024

Prerequisites for betting operators:

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

Rules concerning players

1. Operators must register anyone who chooses to bet and keep player data for a minimum of three years
2. Betting will be possible exclusively online, with the money going 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 tax 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 where men play the leading role in the family. However, in urban areas there is a movement towards gender equality.

For Albanians, the presence of 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 may be perceived as rude, but it reflects 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 car 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.

iGaming market size

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

It also identified 4,035 illegal betting platforms.

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

Internet accessibility: In January 2025, the country had 2.38 million internet users and an internet penetration rate of 85.6%.

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

The average speed of mobile Internet connection is 87.12 Mbps.

Volume of device utilization:

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

Payment systemsVisa, MasterCard, PayPal, E-Albania, MPay, PaySera.

Popular web applicationsTikTok, Instagram, YouTube, Facebook Messenger, LinkedIn.

• TikTok - 1.41 million
• Instagram - 1.2 million
• YouTube - 1.2 million
• Facebook Messenger - 880,000
• LinkedIn - 660,000

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 youth.

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

Player preferences

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

The state's major sporting events:

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

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

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

In card games, residents favor bridge, belote, gudgeon, 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 in the age group of 18 to 24 years old. At the same time, 87,1% of them are men.

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

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

Recommendations for creatives

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

Albanians will respond positively to advertisements that emphasize socializing and spending time with friends.

The advertisement should provide convincing evidence that quick earnings are possible. For this purpose, you should demonstrate testimonials from other players, as well as use images of famous personalities.

Some notable 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 time!» to create an inspiring and motivating context. This will help to attract attention and pique the interest of potential players in the country.

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

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

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

Source-telegram channel: @GamblingVIP