UK Gambling Commission study: World Cup drew new bettors but revealed major knowledge gaps

The UK Gambling Commission published research after the 2026 FIFA World Cup showing the tournament attracted new and casual bettors but many first-time football bettors lacked confidence understanding betting products and promotions. The study analysed responses from 834 UK adults who placed at least one World Cup bet; researchers excluded 166 responses from an initial sample of 1,000 because of inconsistent or contradictory answers.

Sample and methodology

Yonder Consulting carried out the post-tournament survey commissioned by the UK Gambling Commission. The final sample comprised 70 new football bettors, 296 occasional bettors and 468 regular football bettors, totalling 834 respondents. The report notes first-time bettor findings should be treated cautiously because the new-bettor subgroup was small.

Knowledge gaps and promotional understandings

Six in ten first-time football bettors (60 per cent) said they felt they had all the information needed to place bets, against 83 per cent of occasional bettors and 91 per cent of regular football bettors. Promotional offers were a particular source of uncertainty for newcomers. When asked whether “acca insurance” meant a full stake would be returned in cash if one selection in an accumulator lost, 80 per cent of new football bettors said they did not know; across all respondents, 50 per cent selected “don’t know.”

Promotions were widely used during the tournament: 37 per cent of respondents said they had used free bets, 22 per cent took advantage of enhanced odds or price boosts and 19 per cent used bonus offers. Among those who placed a bet tied to a promotion, 35 per cent said they did not seek any additional information beforehand. Those who researched were most likely to check odds or potential returns.

How bettors chose wagers

Across the full sample, 58 per cent said they relied primarily on their own knowledge or instinct when choosing bets, while 21 per cent based decisions on the odds shown. First-time bettors were more likely to place bets spontaneously: 29 per cent of new bettors said they bet without consulting information, compared with 16 per cent of occasional bettors and 8 per cent of regular football bettors. Newcomers were also more likely to rely on recommendations from friends, family members or colleagues.

Entertainment was the most common reason to bet during the tournament, cited by 44 per cent of respondents; roughly one-third said they gambled in the hope of winning money. Regular football bettors were the most motivated by potential returns, with 40 per cent citing winning money, compared with 25 per cent of occasional bettors and 21 per cent of newcomers. New bettors were more likely to say they wanted to try something new, with 21 per cent selecting that reason; the same proportion said they were influenced by friends, family members or colleagues.

Emerging behaviours: AI use, timing and market focus

The survey found early adoption of artificial intelligence tools in betting decisions: 7 per cent of respondents said they had used AI to inform bets. Usage was highest among 18-to-34-year-olds at 12 per cent, 6 per cent among those aged 35 to 54 and 3.5 per cent among people aged 55 and over.

Betting activity tracked closely with England’s progress in the tournament. Existing bettors were most active during the group stage, while participation among first-time bettors peaked during the semi-finals. Before the final, 42 per cent of respondents had only bet on England matches; that proportion fell to 25 per cent after England’s exit in the semi-finals. Among first-time bettors specifically, 57 per cent had wagered exclusively on England fixtures prior to the semi-finals.

The tournament also appears to have encouraged further engagement: more than one-third of respondents said their World Cup experience made them more likely to bet during future major international tournaments, and 19 per cent said it increased the likelihood they would bet on domestic football competitions. The survey additionally reports marketing converted sessions: one in seven respondents said their most recent online gambling session followed an email, app notification or gambling advertisement.

Regulatory questions raised

The UK Gambling Commission said the results raise questions about whether betting information and promotions are presented in an accessible way for less experienced customers. The Commission and Yonder Consulting highlight the small first-time bettor sample when interpreting results for that group, but the data pinpoints specific gaps in promotional understanding and spontaneous decision-making that regulators and operators may examine further. Read related coverage on major sporting events and betting behaviour in the sports section and follow regulatory developments in regulation.