Survey Reveals Shifts in UK Betting Behavior During Euro 2024
A recent report by the British Gambling Commission has highlighted significant changes in betting patterns among UK residents during the UEFA European Football Championship held in June and July.
Increase in Young Adult Betting
The consultancy firm Yonder conducted an extensive omnibus survey to track gambling activities related to the tournament. A total of 6,237 individuals participated across three waves: one a week before Euro 2024 began, the second between the group and knockout stages, and the final wave a week after the championship concluded.
Findings showed a decrease in the disparity between male and female bettors as the tournament progressed. Midway through the event, 27% of men and 9.6% of women reported placing bets. By the end, these figures adjusted to 27.3% for men and increased to 13.3% for women.
There was a notable rise in betting among the 18 to 24 age group. Prior to the tournament, 14% of respondents in this demographic had bet on the Euros. This percentage surged to 36% in the week following Spain’s victory over England in the final.
Motivations Behind Betting Choices
The primary reasons participants engaged in gambling were the prospect of winning money, enhancing the excitement of the games, and capitalizing on promotional offers or free bets. The performance of the English team appeared to influence betting activity, contributing to increased participation in later survey waves.
Despite widespread marketing efforts, respondents indicated that advertising had minimal effect on their decision to place bets. Most participants also reported implementing fixed limits on their betting expenditures and felt they maintained control over their gambling habits.
The proportion of individuals planning to bet on upcoming sports events remained consistent throughout the survey periods. Intentions to wager on the 2026 World Cup held steady at 67%, while plans to bet on the Premier League remained at 52%.
