Albania's New Betting Framework Could Unlock a $126M Market

Dr. Annelies De Vos · 2026-08-17

Albania is making a bold move to bring sports betting back into the legal fold. After a five-year ban that shut down betting shops, slot halls, and online gambling, the government has unveiled a new licensing framework that would allow up to 10 operators to offer wagers online. It's a significant shift—and one that could reshape the country's gambling landscape. But here's the thing: the ban never really stopped people from betting. While the official market was closed, unregulated online sports betting still pulled in an estimated $117 million in gross gaming revenue in 2024, and that number is projected to climb to $126 million in 2025. Add in online casino and poker activity, and the black market is even larger. The question is whether this new framework can actually bring those players back into a regulated, taxed environment. ### Why Albania Is Reopening the Market The 2019 ban was a hardline approach to gambling, but it didn't deliver the results lawmakers hoped for. Instead of eliminating betting, it pushed activity underground, where there's no consumer protection, no responsible gambling measures, and no tax revenue for the state. That's a lose-lose situation. By introducing a licensing system, Albania is trying to strike a balance. The new framework would cap the number of online sports betting operators at 10, which keeps the market manageable while still allowing competition. It's a cautious re-entry, but it signals that the government recognizes the reality: people want to bet, and it's better to regulate it than to pretend it doesn't exist. ### What the New Framework Includes While the full details are still being finalized, the core elements are clear: - **A maximum of 10 online sports betting licenses** will be issued. - **Operators must meet strict compliance standards**, including anti-money laundering protocols. - **The framework focuses on online sports betting first**, with online casino and poker to be addressed separately. - **Taxes and fees** will be structured to generate revenue for the state while keeping operators competitive. This isn't a wide-open market. The cap on licenses means only established, well-funded operators are likely to apply. It also means the government can keep a close eye on the industry, which is a key selling point for regulators. ### The Black Market Is the Real Competition Here's the challenge: the unregulated market isn't going to disappear overnight. Players who've gotten used to offshore sites might not rush back to licensed operators, especially if the user experience or odds aren't as good. Plus, the black market doesn't have to pay taxes or follow advertising rules, which gives it an unfair advantage. To compete, licensed operators will need to offer something compelling—better odds, faster payouts, or a more trustworthy platform. The government also needs to enforce the rules against unlicensed sites, or the whole exercise could end up being symbolic. ### What This Means for the Region Albania's move is part of a broader trend in Southeast Europe. Countries like Serbia and Bosnia have already embraced regulated online betting, and Albania doesn't want to be left behind. By creating a legal framework, Albania is also sending a signal to international investors that it's open for business in the iGaming sector. Of course, there are still hurdles. The licensing process needs to be transparent, and the tax rates have to be reasonable enough to attract operators. If the government gets that balance right, this could be a win-win: players get protection, the state gets revenue, and operators get a legitimate market. ### The Road Ahead The framework is a step in the right direction, but the real test will be in the implementation. Will the licenses be awarded fairly? Will enforcement actually crack down on black-market sites? And will players trust the new system enough to come back? There's no guarantee this will work, but it's a clear improvement over a ban that just didn't hold. If Albania can pull it off, it could become a model for other countries wrestling with the same issues. For now, all eyes are on the next steps—and on whether those 10 licenses will be enough to make a dent in that $126 million black market.