The UK Gambling Commission has published the findings from a quantitative study conducted by Yonder Consulting as part of its Consumer Voice Research Programme.

Major sporting events provide a unique opportunity to explore consumer betting behaviour within a defined period with heightened betting engagement. These tournaments can also attract consumers who do not typically engage with sports betting, thus allowing the Commission to explore a wider range of consumer behaviour and attitudes. The Commission has previously conducted 2 studies relating to such events, covering the 2022 World Cup and Euro 2024.

This research was designed to explore consumer betting behaviour and decision making during the 2026 World Cup. The research feeds into Evidence theme 2 – the range and variability of gambling experiences (How gambling fits into different lives) and Evidence theme 4 – the impact of operator practices (Consumer comprehension).

Core research objectives included: to provide evidence which shows the variation in decision making between existing bettors and those betting on football for the first time.

To build understanding of how consumers made betting decisions during the 2026 World Cup, including the information they used and the factors which influenced them to place bets, to investigate consumer understanding of the offers they used to place bets during the 2026 World Cup.

Overall, those who bet on the World Cup were more likely to be male (71% versus 29%), and between the ages of 35 to 54 (43%).

First time football bettors account for 8% of consumers who bet on the World Cup, while 35% were occasional football bettors, and 56% existing football bettors.

New football bettors were the least likely to feel they had the information they needed to make betting decisions (60%, compared with 83% of occasional and 91% of existing football bettors). 

Research shows that consumers were most likely to make betting decisions based on their own knowledge or instinct (58%), although the extent of this differed between the different bettor types.

When asked about their understanding of offers, respondents were most confident in their understanding of odds and wagering requirements attached to welcome bonuses, but less confident about ‘acca insurance’.

A small group of World Cup bettors (7%) reported using artificial intelligence (AI) to help them decide which bets to place. This was more prominent among those aged 18 to 34 (12%), compared to aged 35 to 54 (6%), and those over the age of 55 (3.5%).

Around 1 in 4 new football bettors agreed that they are likely to increase their betting on football competitions as a result of their World Cup experience.