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
machines / gambling tables are provided) – US$140,000.
KEY ADVERTISING RESTRICTIONS u
Advertising Scope and Location
In Latvia, gambling advertising is heavily restricted. Promotion of gambling and interactive gambling websites is prohibited outside licensed gambling venues. Within these locations, operators may only display the venue’s name and their registered trademark.
u Content and Misleading Practices
Misleading advertising is prohibited. Although gambling legislation does not outline detailed rules on messaging, the strict location-based ban already limits opportunities for promotion. As a result, operators have very little room to engage in advertising practices beyond minimal identification at gambling venues.
u Bonuses and Inducements
Latvia prohibits operators from offering free participation in gambling as a gift, prize, or incentive tied to the purchase of goods or services. However, additional
games, such as roulette, card, or dice- based variants, are permitted if they meet legal definitions and follow prescribed rules. Tese are tightly controlled to avoid resembling lotteries or free-play incentives.
u Sponsorship
Direct regulation of gambling sponsorships is absent in Latvian law. Instead, the industry’s self-regulation code requires operators to encourage sports organisations they sponsor to follow responsible gambling standards.
LOCAL MARKET SPECIFICS
Te Latvian gambling market is highly regulated and requires operators to meet strict criteria in order to obtain a license.
Only capital companies registered in Latvia with a paid-up share capital of at least US$1,6m are eligible, and foreign ownership is capped at 49 per cent. Exceptions are made for investors from EU, EEA and OECD member states, or where international agreements approved by the Saeima provide different rules. Tese requirements create a relatively high barrier to entry, ensuring
that only financially strong and locally established operators can access the market.
Taxation is another critical consideration. Currently, online gambling is subject to a 12 per cent GGR tax, but from January 1, 2027, this rate will increase to 15 per cent, raising the overall cost of doing business and emphasizing the importance of sustainable margins for operators.
From a market performance perspective, Latvia is undergoing a significant shift toward digital gambling. For the first time in 2025, online play overtook land-based venues, with interactive gambling accounting for 51 per cent of licensed revenue by mid-year. Tis continues a trend that began in 2024 and is reshaping the market landscape.
By contrast, revenues from land-based casinos and slot halls have fallen sharply, dropping from around US$140m in 2023 to US$117m in 2024, and further down to just US$52m in the first half of 2025. Te trend highlights the declining relevance of physical venues and the growing dominance of online and mobile-first gambling experiences in Latvia.
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