SBC News Voice of the Sports Betting Industry
The Wave-4 datasets of the second year of the Gambling Survey of Great Britain (GSGB) have been published as the principal research project of the UK Gambling Commission (UKGC).
The GSGB was developed over a two-year period to implement a new research design for UK gambling, aimed at providing all relevant stakeholders with more frequent and consistent data on gambling prevalence and changing trends.
Wave-4 research of the GSGB was conducted by NatCen on a nationally representative sample of 5,191 adults aged 18 and over, during the period from September 2024 to January 2025.
According to headline findings, 46% of adults gambled during the previous four weeks, down from 49% in the previous wave.
Approximately one-fifth of participants (19%) engaged solely with lottery draws, including the National Lottery and charity lotteries. The overall gambling prevalence remains at 28% since 2024 when lottery-only players are excluded from the analysis.
This distinction is critical for understanding consumer risk. The 28% group consists of participants engaging in higher-risk products, whereas lottery draws are generally viewed as lower-risk gambling activities.
Riskier verticals attract younger male cohorts
The data show significant usage of products typically associated with higher gambling risk. The three most frequently used non-lottery activities were scratchcards (12%), sports betting (10%), and online instant win games (7%).
A total of 7% of survey participants who bet on sports chose to wager on live football matches, with young male participants showing the highest levels of engagement. These players also show a strong preference for betting exchanges, in-play betting, and virtual racing — products that require repeated player interaction.
Online casino activities are captured under categories such as online instant win and in-play betting, as they do not have a distinct headline designation. Harm reduction groups flag these verticals due to their rapid gameplay mechanics and highly engaging design features.
Demographic trends: younger, more digital
The age distribution shifts significantly once lottery-only participants are excluded. While gambling prevalence is highest among males aged 35–64 overall, males aged 18–24 become the most active group, with a 47% participation rate.
This younger demographic is more inclined to use digital platforms. Online gambling participation was recorded at 37% across the full sample, but this fell to 17% when lottery-only players were excluded — highlighting how lottery participation inflates digital engagement figures.
The core gambling participation rates in Wave 4 of the GSGB indicate a trend towards stabilisation. However, deeper analysis reveals a younger cohort engaging more heavily with higher-risk gambling activities. These findings offer crucial insights for future UKGC regulatory actions, helping to define patterns in modern digital gambling behaviour.
