The French retail casino association recently raised alarm: allowing online casinos in France, they argue, would destroy offline venues and lead to job losses. They cited Sweden and Switzerland. Sweden is going to shut down Svenska Spel’s land-based casinos, and Switzerland is still battling a black market despite licensing online gambling. Is the future of offline casinos really doomed? Is Switzerland, for instance, a representative example since it is regulated differently from EU Member States?
As so often, the answer lies somewhere between the extremes. Rather than an either-or debate (and I do not doubt here the old argument both channels attract different player types), the real question is how both sectors can evolve side by side in a rapidly changing entertainment landscape.
Pandemic still affects the market
The shift towards online gambling accelerated during the pandemic. Lockdowns pushed players online, and many stayed. Offline casinos, burdened by high fixed costs and physical restrictions, have struggled to recover footfall. Some countries, such as the UK, responded by reforming rules to make retail venues more competitive, while others, like Sweden, tightened their approach and effectively reduced offline activity.
Cost, access and regulation: a structural divide
Operating an online casino requires far less capital than running a physical venue. A few licenses and digital infrastructure can serve millions, whereas traditional casinos face limited licenses, strict location rules, and high compliance and tax costs. From a business perspective, it’s unsurprising that investors gravitate toward online models: lower barriers, faster scalability, and higher margins.
Yet the regulatory landscape adds complexity. Online gambling brings different challenges; for instance, the ever-growing issue of cybersecurity, or the risk of unlicensed platforms, etc. The debate should therefore not revolve around whether one format should replace the other, but how both can contribute to a balanced, well-regulated ecosystem.
Digital natives redefine entertainment
Younger generations live and communicate differently. Their entertainment happens on their smartphones: interactive, mobile, and social. Ignoring these habits risks alienating future customers.
The solution is not prohibition, but adaptation. Regulated operators must offer digital experiences that combine convenience with responsibility. At the same time, offline venues should rethink their appeal: from exclusive, opaque environments to open, experiential spaces where social interaction complements technology.
Outdated models need a rethink
Many traditional casinos have changed little since the mid-20th century, partly due to outdated too restrictive regulations. Usually located on the outskirts of cities, often windowless and formal, they no longer match today’s lifestyle. Reimagining the offline experience could make all the difference by transforming casinos into leisure hubs rather than closed spaces.
For example:
- Gaming meets Esports: Millennials and Gen Z are gamers. Hosting tournaments and gaming events could turn casinos into cultural destinations.
- Learning and transparency: Offering training sessions about how casino games really work, or responsible play could strengthen trust and attract new audiences.
- Design and openness: Modern interiors, lounges, and visible play areas would create a sense of inclusion.
- Food and entertainment: Replacing traditional restaurants with diverse food courts could broaden visitor demographics and normalize the casino as a social space.
Innovation over prohibition
Technology will not wait for regulation; history proves it. Many industries that resisted innovation ultimately disappeared. The gambling sector is no exception, but adaptation, creativity, and cooperation between online and offline operators could ensure both remain relevant.
Offline casinos offer atmosphere, community, and authenticity; online platforms bring convenience and scalability. Together, they can build a hybrid future where experience and innovation reinforce each other. In the end, survival will depend not on choosing sides, but on reimagining entertainment for the digital age.