A study by the UKGC (UK Gambling Commission) has shed light on the gambling activity that unfolds during high-profile sports events. For example, looking in-depth at gambling patterns, sports betting activity and trends from the 2022 Qatar World Cup.
Connection Between Major Sporting Events & Gambling Activity
The UKGC have carried out a study to examine the gambling activity during and after the 2023 Qatar World Cup. The UKGC commissioned fieldwork and data collection company Yonder Data Solutions, have put in vast amounts of research to examine the connection between major sporting events, like the World Cup, and gambling behaviours.
The study yielded valuable insights from 811 individuals, who participated in two research surveys both during the 2022 World Cup and in the four weeks preceding the event. The data gathered through this study will be invaluable in the UKGC’s efforts to promote safe gambling practices during similar high-profile major sporting events.
The 2022 Qatar World Cup Had Significant Impact On Sports Betting
According to the UK regulator, the data revealed several notable trends between major sporting events and gambling activity. It revealed that average gambling participation increased in the aftermath of the 2022 FIFA World Cup from Qatar, although wager amounts dropped significantly.
The higher-than-average engagement signifies that high-profile sports events can efficiently onboard and retain sports betting customers. So, for an event of the magnitude of the World Cup, first-time bettors are more likely to be retained as customers and continue to wager, even if it’s less than during the major event.
The UKGC also examined the results according to its Path to Play framework, determining that most World Cup bettors engaged with gambling to add excitement to the game, often choosing to participate due to influence from friends.
These findings are incredibly interesting, indicating that participants are less likely to wager to win money, but more for the excitement and enjoyment of it. Thus, making them less at risk of problem gambling. The direct quote from the UKGC report reads:
“This reinforces the view that betting on the World Cup was more of a social experience than normal football betting.”
All in all, the UKGC report has concluded that from the 2022 World Cup, sports gambling is more for the social aspect and enjoyment rather than for actually winning money. Thus, the connection between major sporting events and sports betting activity is a ‘gateway’.