Ukraine

• The target audience for operators in Ukraine is aged 22-35. That is why marketing campaigns often use various topical infopromotions and memes.
• Ukraine is a digitalized country with good internet coverage even in small towns. Ukrainian players are used to any sites (including online casinos) opening quickly.
• A player can be verified literally in a couple of steps using the Diya or BankId app. Thanks to this procedure, the player does not need to take a lot of photos with documents, and the verification itself takes up to 3 minutes in total.
• Ukrainian players are also used to very fast transactions. Therefore, at the slightest delay, the player will certainly contact the support.
• Cryptocasinos are gaining significant popularity in geo. Reasons: many people (especially in IT) work unofficially and earn income in crypto.
• “The ”white“ market is extremely corrupt. Without ”their own people at the top", it will be extremely difficult to obtain a license. On the other hand, offshore - has low profitability and a lot of problems with payments.

Ukraine is a market with complex regulation, which was actively developing until February 2022. Thanks to a high level of digitalization, active marketing campaigns by various operators and convenient verification - more and more players came to online casinos. The average check per player was not very high, but the figure was steadily growing from year to year.

• Annual GGR market (before SWOT): about 300 million USD;
• Annual Market GGR (current): about 150-200 million USD;
• CPA: 30-60 USD (RevShare model in size 15-20% is often used)
• ARPU monthly (GGR / Active users): About150-250 USD - for top products with license. Second-tier offshore products can expect 60-120 USD ARPU.
• FD: 5-10 USD;
• SD: ~10 USD;
• Visit2Reg: 24%;
• Reg2Dep: 18%.

On gambling and regulation

⚪️ Key changes

⏳ Introduces a «controlled play» format with time and expense limits
⏳ Advertising of gambling games on television and radio at night (from 23:00 to 06:00) is prohibited
⏳ Media and platform advertising is allowed if their audience is over 21 years of age
⏳ Sponsorship is prohibited, except for sports sponsorship

⚪️ Additional prohibitions

⏳ Participation of military, volunteer, and media personalities in advertising
⏳ Use of military themes
⏳ Free bonuses without betting
⏳ Spam mailings and calls to contact databases without the recipient's consent
⏳ Offer or reimbursement of expenses for participation in gambling activities
⏳ Accepting bets on credit

⚪️ Controls and sanctions

⏳ Licenses for companies with tax debts banned
⏳ All settlements are cash only through banks
⏳ Instead of announced inspections, authorities will anonymously test services as regular players and capture possible violations on video

The law also applies to lotteries and introduces additional restrictions: companies whose owners or officers have ties to the Russian Federation or do not meet the requirements for business reputation will not be able to obtain a license.