Thailand is finally opening its doors to legal gambling. On January 13 2025, the nation’s cabinet approved the draft Entertainment Complex Bill, setting the stage for regulated casinos in a market that has long been dominated by underground betting. This is a once-in-a-lifetime opportunity, but also a high-stakes challenge for operators.
Legalisation does not guarantee success. Thailand’s unregulated gambling market is massive and yields between 2 to 4 million gamers. It is well documented that Thais already gamble online, moving an estimated THB 500bn ($14.8bn) annually. Therefore, offshore operators have spent years building customer loyalty and, if Thailand’s legal market can’t match that experience, players won’t switch.
The Government is banking on a 17% tax on gambling revenue to generate up to THB 100bn in tax income. However, taxation alone doesn’t make a market work. For this industry to thrive, Thailand needs strict regulation enforcement, frictionless payments and a strong banking infrastructure. Without these, operators will face the same pitfalls that turned Cambodia’s casino industry into a financial crime hotspot.
This article will explore the critical factors shaping Thailand’s gambling future and how operators can leverage them for success.
Strong financial oversight: Non-negotiable
Robust financial oversight is a must for operators looking to enter Thailand’s newly legal gambling market. Once gambling goes live, the risk of financial crime will almost certainly increase. If operators don’t take this seriously, they could end up like Cambodia, which is currently grey listed by the Financial Action Task Force (FATF) and currently undergoing a four-year process of intense reform to get removed. Thailand cannot afford to make the same mistake.
Now, Thailand already has AML laws in place, but gambling adds a whole new layer of complexity. Operators need to be prepared for tighter anti-money laundering rules. Initially, Thailand suggested a THB 50m deposit for locals to enter casinos, which would have severely limited the market. Thankfully, that idea was scrapped. However, operators need to be prepared for robust Know Your Customer (KYC) systems, potentially including biometric ID checks and tax ID verifications, similar to the advanced identity verification systems used in countries like Singapore.
Online players don’t think twice about how it works; it just does
As for online gambling, Thailand is moving toward regulation. If operators don’t join the legal market, they’ll lose players to unregulated offshore sites, costing Thailand billions. What’s more, 2024 saw the Philippines provide the perfect example of what can happen when a nation allows its illegal offshore gambling operators to proliferate. This is an issue Thailand will surely want to avoid; therefore, a solid cybersecurity framework and transaction monitoring will be key here to gaining government and player trust.
Payments must be frictionless to compete with offshore
Thailand’s population is around 71 million, over 77% of which whom active internet users. That’s a massive audience that is used to fast, easy digital payments. They shop online. They send money with a few taps. They don’t think twice about how it works; it just does. Now, imagine one of those people wants to place a bet. They open an offshore gambling site. They deposit money instantly with their favourite payment method. No hassle. No delays. If Thailand’s legal market can’t match this convenience, players will be hesitant to switch. For Thai players, this means integrating local payment methods like PromptPay and TrueMone – tools already trusted by locals. International players will expect their preferred payment options to be available, too. This can include cryptocurrencies, which are gaining popularity in the gaming world.
Despite this, convenience isn’t enough. Payments must also be secure. Fraud detection must be real time and transactions protected. By prioritising seamless payment experiences, operators can build trust with their customers and maintain a competitive edge in Thailand’s regulated market.
Responsible gambling is your responsibility
As Thailand moves forward with legalising casinos, the Government is setting clear guidelines to ensure responsible gambling. Operators need to pay attention to these new rules. Thai nationals will need to provide proof of tax filings for the past three years to gain entry to casinos. Additionally, there will be a THB 5,000 – around $150 – entry fee for local players, an amount that’s significant in a country where income levels are considerably lower than in many Western nations. This is all part of the effort to ensure gambling isn’t easily accessible to everyone, but rather those who can afford it.
While the law sets the framework, operators must stay ahead of the curve by implementing their own measures to ensure responsible gambling. Fintech solutions have proven to be very successful in other countries. For instance, The UK requires operators to continuously monitor player behaviour to detect risky patterns. AI systems are used to identify potential problem gamblers and intervene almost instantly. Responsible gambling is all about building a system where players feel safe and secure, and where the integrity of the market is upheld. Operators who take these steps will be well-positioned to succeed in Thailand’s evolving gambling landscape.
Final thoughts
Thailand is legalising gambling and the upwards potential of the market is huge, but that doesn’t mean success will come easily. Operators need to be focusing on financial oversight, seamless payments and responsible gambling. Without strict financial controls, the industry could collapse under crime and corruption. If payments aren’t fast and easy, players will stick with offshore sites. If responsible gambling isn’t taken seriously, the Government will tighten restrictions and public trust will disappear. This is a huge opportunity, but only for those who get it right. Gambling in Thailand will be a high-stakes game. Make sure you’re playing to win.
