4H AGENCY
This market overview was prepared by Ivan Kurochkin, Head of Eastern Europe Desk, Partner and one of the founders of 4H Agency.
After 10+ years’ experience in consulting every type of clients from the testing laboratories to global operators and B2B providers on a variety of matters related to the gambling operations, Ivan has proven himself to be a business- oriented
multi-jurisdictional advisor for entering new markets across the globe. His background helps him to choose the best and most efficient scenarios for expansion to new market or for bringing existing operations of the Agency’s clients to a significantly new level.
If you are considering venturing into the markets of CIS countries or seeking expert advice on navigating the complexities of the gambling industry, Ivan is the go-to person. Take action now and reach out to Ivan to explore how 4H Agency can support your endeavours in the vibrant and evolving landscape of the CIS region.
4H Agency is a global gambling advisory. We provide expert guidance to B2C operators and B2B providers, spanning market insights, payments, product localisation, regulations, licensing, public affairs, and more.
ik@4h.agency
t.me/Ivan_Kurochkin https://4h.agency
One-time fee for license issuance is US$109,000 and for permit issuance is US$830. Tere is also a fee of US$1,160 for the approval of documents.
Additionally, sports betting and totalisator operators are required to provide investments1 and a minimum paid-up capital for the company.
KEY ADVERTISING RESTRICTIONS
Under current rules, unlicensed gambling ads are banned in Lithuania, along with any advertising or content related to gambling on websites intended for individuals under 18. It is also prohibited to encourage participation in gambling by any means, including operator events, test gambling, promotions, discounts, gifts, and similar incentives.
Gambling ads must include warnings such as:
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Participating in gambling can be addictive;
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It's not just money you can lose when gambling;
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Irresponsible gambling can harm you and your family’s well-being;
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Excessive gambling can lead to addiction;
It should be noted that for nearly a year now, Lithuanian regulators have worked on tightening advertising rules. Te following changes will apply from July 1, 2025:
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Gambling ads on TV, radio, and the internet from 6 a.m. to 6 p.m. will be allowed in no more than three advertising spots of up to 15 seconds per hour, as well as such ads must not exceed 20% of the page’s ad space;
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Gambling ads on TV, radio, and the internet from 6 p.m. to 12 a.m. will be allowed in no more than two spots per hour, as well as such ads must not exceed 10% of the page’s ad space;
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Betting advertising published on websites will not be allowed to appear in pop-up windows.
Sponsorships by gambling companies will be banned starting January 1, 2028, including any sponsorship of public events, activities, or individuals by
gambling companies. Until then, sponsorships by licensed gambling operators will be allowed if compliant with the law.
LOCAL MARKET SPECIFICS
Te gambling market in Lithuania is well-developed and tightly regulated. Operating under an open licensing regime, Lithuania applies a two-stage authorisation process: first, a general license is issued allowing an entity to operate in the gambling sector; second, specific permits are granted for each specialised vertical. Te number of licensed operators active in the country reflects the maturity and demand of the industry.
In recent years, however, the Lithuanian gambling market has undergone significant changes. At the end of last year, Lithuania introduced a near-total ban on gambling advertising, to be implemented gradually over a three-year period. In parallel, the regulator has taken further steps to combat illegal gambling and strengthen consumer protection – measures include raising fines to over ten times the current maximum, along with stricter regulatory requirements and enhanced responsible gambling standards.
Beyond advertising and player protection reforms, Lithuania is overhauling its broader regulatory framework. In November 2024, new licensing procedures were introduced, providing greater clarity on the process for granting or rejecting licenses, as well as for issuing warnings, suspensions, or revocations.
Tese developments demonstrate the regulator’s continued focus on tightening industry oversight. While the aim is to improve transparency and increase tax revenue from licensed operators, there is a growing risk of pushing local businesses out of the market or encouraging players to turn to offshore platforms.
With the upcoming restrictions on advertising and the mounting compliance burden for both operators and players, the pressure on the industry is increasing. Ideally, Lithuania’s efforts to align with EU norms and adopt practices from neighboring jurisdictions will not result in market stagnation or isolation through excessive regulation.
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