German culture and iGaming: Tradition meets innovation
When thinking of countries that have made a name for themselves in the iGaming market, Germany might not be the first to come to mind. Engineering prowess? Absolutely. Rich cultural heritage: without question. Disciplined regulatory frameworks? Definitely. Now Germany is carving out quite a unique space in the global iGaming industry, blending cultural narratives with cutting-edge technology. German developers are not only creating engaging gaming experiences but also shining a spotlight on the country’s diverse traditions and values.
The Germany’s iGaming market
According to Statista, the German online gambling market is in revenue in 2024, with an expected compound annual growth rate (CAGR) of 5.34% between 2024 and 2028. By 2029, the market volume is forecasted to reach €7.21 billion. Google recently restricted the ability of unlicensed gambling operators to advertise on Google Ads in Germany to curb the proliferation of illegal gambling advertisements.
A cultural approach to game design
SiGMA News spoke with Jan Neuber who leads the game production team at ZEAL, about drawing inspiration from German cultural roots to create games that resonate deeply with local audiences. “We build some games specifically for German audience. For example, one is about the famous Grimm brothers. We have city-branded games. One game deals with German club culture called the “Berlin Bouncer”. We have another game called “Hamburg Heist” about the crime scene, the harbour, the world-famous red-light district of Hamburg. We try to find those stories that exist in the German culture and build the games around it.”
Jan added that they want to be ambassadors for German culture. “I think people underestimate how funny Germans can be and how deep and rich our culture, and pop culture, are. We want to advocate for that and make people dive into these worlds because they have so much to tell. We have a game about Oktoberfest that’s called Minga Mass. Minga is a very specific local Munich word for the city itself. If you are from that area in Bavaria, you might notice, hey, these guys have really thought that through because you find thousands of Oktoberfest games, but none refer to the city as a local.”
The evolution and challenges of Germany’s iGaming market
Germany’s iGaming sector has been transformed in recent years. The State Treaty on Gambling 2021 marked a turning point by legalising online gambling under strict regulations. This shift has created opportunities for operators to innovate while prioritising player protection.
“I think people underestimate how funny Germans can be and how deep and rich our culture, and pop culture, are.”
Jan Neuber, Game Production, Zeal
Operating within Germany’s tightly regulated environment presents both challenges and advantages. While restrictions limit certain game types and mechanics, they also ensure high standards of player protection. Developers must navigate these constraints creatively, as seen in Zeal’s approval of Germany’s first licensed bingo game—a testament to their innovative approach. Reflecting on the challenge of competing with the unregulated market, Jan added:
“Besides some obvious disadvantages the regulated market is facing compared to the unregulated market, our strongest advantage is player protection. We do our best to be the most compliant and the best protectors of the players. It is about building trust and showing players what we’re doing. For example, for players, simple things like the payout should be trustworthy. That is something our company does, like, with excellence. We have high trust from our players, so I think we have a big advantage over the unregulated market. We hope those loyal customers will return over the years to our business. Players love to come to our pages, love to play our games, and return over and over again.”
Jan’s colleague Kristin Splieth, Head of Corporate Communications, explained how ultimately, it is all about the player:
“Be it the lottery or the instant games business, we work with people’s dreams. We have a research unit in-house that talks to our winners, either games or lottery customers; we found out that what people like most about playing is not actually the winning itself, but it’s the dreaming about what I would do if I won. This makes it very special for us. You want to establish that good relationship with all your players. You want to value players and make them feel great.”
