World Cup attracts new bettors but exposes knowledge gaps
UK Gambling Commission research found first-time football bettors were less confident understanding betting offers and products.
Key takeaways
- The study analysed responses from 834 UK adults who placed at least one bet during the 2026 FIFA World Cup.
- Only 60 per cent of first-time football bettors felt they had all the information needed to place bets, compared with 91 per cent of regular football bettors.
- Eighty per cent of new bettors did not know what “acca insurance” meant when asked about the promotion.
- Twenty-nine per cent of first-time bettors said they placed bets spontaneously without consulting information, compared with 8 per cent of regular bettors.
- More than one-third of respondents said their World Cup betting experience made them more likely to bet during future major international tournaments.
TL;DR: The 2026 FIFA World Cup brought a significant number of new and casual customers into the betting market, but many struggled to understand betting products and promotional offers, according to new research published by the UK Gambling Commission. The findings suggest that while major sporting events remain effective customer acquisition opportunities, newer bettors often have lower levels of confidence and understanding than more experienced gamblers.
UK.- The 2026 FIFA World Cup attracted a wave of casual and first-time football bettors, but many newcomers appeared less confident navigating betting products and promotions than experienced gamblers. That’s according to new research published by the British Gambling Commission.
The study, carried out by Yonder Consulting after the tournament, analysed responses from 834 UK adults who had placed at least one World Cup bet. Researchers excluded 166 responses from an original sample of 1,000 due to inconsistent or contradictory answers. The final sample consisted of 70 new football bettors, 296 occasional bettors and 468 regular football bettors.
The findings suggest that while major sporting events can bring new customers into the betting market, many of those newcomers may struggle to understand the information available to them. Six in ten first-time football bettors said they felt they had all the information needed to place bets, compared with 83 per cent of occasional bettors and 91 per cent of regular football bettors.
The Gambling Commission said the results raise questions about whether betting information is being presented in a way that is accessible and understandable for less experienced customers, although it noted that findings relating to first-time bettors should be interpreted cautiously because of the small sample size.
Knowledge gaps among new World Cup bettors
Promotional offers emerged as an area where newcomers felt particularly uncertain. When asked whether acca insurance meant that their full stake would be returned in cash if one selection in an accumulator bet lost, 80 per cent of new football bettors said they did not know. Across all respondents, half selected “don’t know”.
Promotions were widely used throughout the tournament. Overall, 37 per cent of respondents said they had used free bets, while 22 per cent took advantage of enhanced odds or price boosts and 19 per cent used bonus offers. However, among those who placed a bet linked to a promotion, 35 per cent said they did not seek any additional information beforehand. Those who did look for further details were most likely to research odds or potential returns.
Motivation and betting choices
The survey also highlighted significant differences in how bettors chose their wagers. Across all groups, 58 per cent said they relied primarily on their own knowledge or instinct, making it the most common decision-making method by a considerable margin. Another 21 per cent said they based decisions on the odds displayed.
First-time bettors were far more likely to admit that they placed bets spontaneously or without consulting any information, with 29 per cent selecting that option. The equivalent figures were 16 per cent for occasional bettors and 8 per cent for regular football bettors. Newcomers were also more likely to rely on recommendations from friends, family members or colleagues.
Entertainment was the most commonly cited reason for betting during the tournament, with 44 per cent of respondents giving this answer. One-third said they gambled in the hope of winning money. Regular football bettors were more likely to be motivated by potential financial returns, with 40 per cent citing winning money as a reason for betting, compared with 25 per cent of occasional bettors and 21 per cent of newcomers.
New bettors were significantly more likely to say they participated because they wanted to try something new. Around 21 per cent selected this reason, while the same proportion said they were influenced by friends, family members or colleagues who were also betting during the tournament.
The survey also found emerging use of artificial intelligence tools in sports betting. Overall, 7 per cent of respondents said they had used AI to help inform betting decisions. Usage was highest among 18 to 34-year-olds at 12 per cent, compared with 6 per cent among those aged 35 to 54 and 3.5 per cent among people aged 55 and over.
Betting patterns throughout the tournament largely mirrored England’s progress. Existing bettors were most active during the group stage, while participation among first-time bettors peaked during the semi-finals. Across all groups, betting activity declined for both the third-place play-off and the final following England’s elimination in the semi-finals.
Before the final, 42 per cent of respondents had only bet on England matches. That proportion dropped to 25 per cent after England’s exit. The tendency was strongest among first-time bettors, 57 per cent of whom had wagered exclusively on England fixtures prior to the semi-finals.
The tournament also appears to have encouraged future betting engagement. More than a third of respondents said their World Cup experience made them more likely to bet during future major international tournaments, while 19 per cent said it increased the likelihood that they would bet on domestic football competitions.
FAQs
What did the UKGC study find about first-time World Cup bettors?
The research found that first-time football bettors were generally less confident understanding betting products and promotions than regular bettors. They were also more likely to place bets without consulting information.
How well did new bettors understand betting promotions?
Not particularly well. Eighty per cent of new football bettors said they did not know whether “acca insurance” meant a stake would be returned if one leg of an accumulator lost.
Why did people bet during the World Cup?
Entertainment was the most common reason, cited by 44 per cent of respondents. One-third said they bet in the hope of winning money.
Did marketing influence betting activity?
Yes. One in seven respondents said their most recent online gambling session followed an email, app notification or gambling advertisement.
Did the World Cup encourage future betting?
More than one-third of respondents said the tournament made them more likely to bet during future major international football competitions, while 19 per cent said it increased their likelihood of betting on domestic football.
