UKGC Reports Surge in Female Betting During 2024 Euros

Betting activity during the 2024 Euros saw a notable increase, particularly among female bettors, according to a report from the UK Gambling Commission (UKGC).

Research conducted by consumer behaviour analyst Yonder revealed that England's success in the tournament significantly boosted interest, culminating in their final match against Spain.

The study involved three waves of questions, starting a week before the tournament, continuing through the group and knockout stages, and concluding a week after the Euros. Each wave gathered responses from over 2,000 participants, totalling 6,237 responses. The survey focused on betting activity, advertising awareness, promotional offer usage, and motivations for betting, especially influenced by England's journey to the final.

Unsurprisingly, England’s performance was a major factor in driving betting activity, with promotional offers, the desire to make games more engaging, and potential monetary gain also playing significant roles. Free bets emerged as the most popular promotion, used by 75% of bettors. However, advertising had limited influence, with fewer than 10% of respondents placing bets due to ads.

The survey also highlighted differences in betting behavior by gender. Pre-tournament, 20.8% of males reported betting, compared to 6.6% of females. During the tournament, those numbers rose to 27% for males and 9.6% for females. By the end of the competition, 13.3% of females had placed a bet, compared to 27.3% of males, with Yonder noting that the growth rate among female bettors significantly outpaced that of males.

Additionally, there was a sharp rise in betting activity among younger adults, with 36% of those aged 18-24 placing bets by wave three, compared to 14% in wave one.