GC: World Cup first-time bettors lacked info

iGaming Business reported that the Gambling Commission’s post‑tournament survey of UK adults who bet on the 2026 Fifa World Cup found many first‑time football bettors felt less equipped to make informed decisions than more experienced punters.

What happened

The Commission’s online survey, conducted by Yonder Consulting, analysed 834 responses from UK adults who placed a World Cup bet. Of the initial 1,000 responses, 166 were removed for inconsistencies. The final sample comprised 70 new football bettors, 296 occasional tournament-only bettors and 468 existing football bettors.

Key takeaways from the survey include:

• Information confidence differed sharply by experience. Six in ten new football bettors said they had all the information they needed, compared with 83% of occasional bettors and 91% of existing bettors. The Commission noted the first‑timer results should be treated cautiously due to the small subgroup.
• Promotions confused many, especially newcomers. When asked if “acca insurance” returns a full stake in cash if one leg of an accumulator loses, 80% of new bettors said they did not know. Across all respondents, half selected “don’t know”. Promotions were widely used: 37% used free bets, 22% took enhanced odds or price boosts and 19% used free bonus offers. Among those who placed a bet linked to an offer, 35% did not seek further information before betting. Of those who did, 34% checked the odds and 29% looked at potential winnings.
• Decision-making skewed to instinct. Across the sample, 58% relied on their own knowledge or instinct, and 21% cited the displayed odds or price. New bettors were most likely to use no information or bet spontaneously (29%, versus 16% of occasional and 8% of existing bettors) and to lean on advice from friends, family or colleagues (20%, versus 14% and 10%).
• Motivations varied by experience. Overall, 44% bet for fun or entertainment and 33% to try to win money. Existing bettors were more likely to cite winning money (40%) than occasional (25%) or new bettors (21%). Trying something new was more common among new bettors (21%, versus 3% occasional and 5% existing), and 21% of new bettors said friends, family or colleagues were also betting.
• AI use was niche but skewed younger. Seven percent used artificial intelligence to help choose bets, rising to 12% among 18–34s, 6% among 35–54s and 3.5% among those 55+.
• The audience broadened beyond regulars. Existing football bettors made up 56% of the sample, occasional bettors 35% and new bettors 8%. Overall, the sample was 71% male and 29% female; 43% were aged 35–54, 31% were 55+ and 26% were 18–34. The Commission said the World Cup sample was less male and older than the profile of regular football bettors in its 2025 Gambling Survey for Great Britain, which found 85% of football bettors were male.
• Betting tracked England’s run. Existing bettors were most active in the group stage (86%). Occasional bettors were most engaged in the group stage and semi‑finals (75% for each). New bettors peaked in the semi‑finals (59%). Engagement fell for the final and third‑place play‑off after England’s semi‑final defeat. Before the final, 42% had bet only on England matches; after, that fell to 25%. England‑only betting was most common among new bettors (57% before the final), compared with 47% of occasional and 37% of existing bettors.
• Future intent rose for big events. Overall, 37% said the World Cup made them more likely to bet on future major tournaments; 19% said it made them more likely to bet on domestic football.

On revenue impact, Entain CEO Stella David told analysts the World Cup uplift across the year was “not as big as you might think”, at around 1%. H2 Gambling Capital’s Ed Birkin said major events tend to act as customer acquisition opportunities more than big incremental revenue drivers, adding that the World Cup accounted for around 7% of sports turnover in markets that report it, while outcomes can sway results.

Why it matters

• Onboarding gaps may be limiting conversion. The confidence gap between first‑time and existing bettors suggests product education and clearer explanations of markets, odds and settlement could reduce friction for newcomers. This could, in turn, improve retention from tent‑pole events.
• Promotional clarity could be a compliance and UX win. High “don’t know” responses on common offers point to a need for simpler, more prominent terms and practical examples. Clearer framing may reduce complaints and help players make better‑informed choices.
• England‑centric behaviour shapes risk and engagement. With more than half of new bettors initially betting only on England, operators may need to anticipate concentrated liabilities and engagement peaks tied to the national team’s progress, while ensuring messaging remains balanced and responsible.
• AI remains experimental but growing. Single‑digit usage overall, with higher uptake among younger adults, may foreshadow broader tool adoption. Operators and affiliates could face questions on how AI‑derived tips are presented and contextualised.
• Event‑driven acquisition vs. revenue reality. The contrast between high engagement and modest annual revenue uplift could nudge strategies towards efficient onboarding, education and post‑event retention rather than overreliance on short‑term turnover spikes.

What to watch

1. Clarity standards for promotions. The Commission’s findings could inform expectations around plain‑English explanations of offers, especially during major events when many newcomers participate.
2. Tools that aid informed choices. Simple explainers and calculators may help first‑timers understand odds and potential returns without overwhelming jargon.
3. Engagement beyond the home nation. If future tournaments spur England‑only betting, operators may plan for demand spikes while encouraging broader, responsible engagement and clearer risk communication.
4. Evolution of AI in betting journeys. Even modest uptake could grow. Clear disclosures and context for AI‑influenced content may become more important.

Practical takeaways for readers

• If you’re new to football betting, start by understanding prices and what they imply. Our guide to how odds work in the UK can help: /guides/how-do-odds-work-in-betting-uk-guide
• Confused by “accas” and related terms? See the basics in our sports betting glossary: /guides/sports-betting-glossary and try our accumulator calculator to map potential returns: /bet-calculator/accumulator
• If you encounter a promotion, read the key terms in plain language and check any examples. When in doubt, look for how settlement works and what is paid back (cash vs. another format).
• For wider advice on setting limits and staying safe, visit: /responsible-gambling

Further reading

• How UK odds work: /guides/how-do-odds-work-in-betting-uk-guide
• Sports betting glossary: /guides/sports-betting-glossary
• Accumulator calculator: /bet-calculator/accumulator

Related guides

• [Responsible Gambling](/responsible-gambling)
• [First Deposit](/guides/first-deposit)
• [Gambling History](/guides/gambling-history)

Source

This article is based on the report "World Cup first-time bettors felt under-informed, says Gambling Commission" published by iGaming Business on 11 November 2026.

Staying in control

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