Research reveals Euro 2024 betting trends have increased female participation and the popularity of free bet promotions. (C: Andy Barton)

The UK Gambling Commission (GC) has undertaken an in-depth study into the betting landscape surrounding Euro 2024, leveraging the expertise of research provider Yonder. 

This partnership aimed to gain insights into consumer gambling behaviour during the tournament, focussing on how betting motivations and activities were influenced by various factors, including promotional offers for online casinos and sportsbooks as well as the captivating nature of the event.  

Researchers Robyn Brummitt and Caleb Adegbola led the study, which sought to understand the tournament's impact on betting patterns, motivations, and the effects of promotional offers and advertising. They published some of the findings on the GC Blog. 

Respondents Shared Their Motivations to Gamble

To gather comprehensive data, the Gambling Commission utilised Yonder’s omnibus survey, deploying cross-sectional tracking to explore the thoughts and behaviours of a diverse sample of 6,237 participants. 

The research unfolded in three waves: the first wave took place a week before the tournament, the second wave occurred between the group and knockout stages, and the final wave followed a week after the tournament concluded. 

Each wave included just over 2,000 respondents, who shared their betting experiences, awareness of advertising, and motivations to gamble during the event. 

Key Findings Include Rise in Female Participation in Betting 

The findings revealed a significant shift in participation, particularly highlighting a growing trend of female bettors during the tournament. While pre-tournament betting rates showed a disparity between genders (20.8% male vs. 6.6% female), this gap narrowed by the end of the tournament (27.3% male vs. 13.3% female). 

Furthermore, the data indicated a pronounced increase in betting among the younger demographic, particularly those aged 18 to 24, reflecting a rise from 14% in wave one to 36% in wave three. 

The research also showed how success on the pitch impacted gambling motivations. With England reaching the final, the proportion of respondents betting based on their national team's performance surged from 21% pre-tournament to 36% post-tournament, especially among younger bettors.  

Free Bets Emerged as Winner 

Interestingly, while promotional efforts were present, their impact on betting decisions appeared limited. 

Less than 10% of respondents attributed their gambling activities to advertising, with the majority feeling they maintained control over their expenditures. 

The findings suggested that most bettors spent within their anticipated ranges, focussing on setting fixed budgets.  

Free bets emerged as the most popular incentive among promotional offers, with three out of four respondents engaging with betting promotions. 

Looking ahead, the data indicated a strong interest in future betting opportunities, with 67% of participants expressing intentions to bet on upcoming events like the World Cup in 2026, although the research suggested that the excitement of the Euros did not translate into increased gambling habits for subsequent events. 

Collaboration Helps the Gambling Commission Better Understand and Address Impacts of Gambling

The Gambling Commission’s collaboration with Yonder has provided vital insights into the evolving landscape of betting behaviour during major sporting events, particularly Euro 2024. 

By analysing factors that influence consumer motivations, the GC is better positioned to understand and address the impacts of gambling, ensuring a responsible approach within the industry. 

Additional data tables related to these findings will be published by the Gambling Commission in the near future, offering further clarity on the betting behaviours observed during this significant football tournament.