Sports Betting
UKGC: More than football – A Deep Dive into Euro 2024 Betting
Following on from this summer’s UEFA European Football Championship, Commission Research and Statistics Analyst Robyn Brummitt and Research and Impact Manager Caleb Adegbola discuss the impact of the tournament on consumer gambling behaviour.
“The 2024 UEFA European Football Championship (Euros) was a landmark event, not only for football fans but also for the gambling industry. This tournament provided us with a unique opportunity to explore the impact of the Euros on consumer behaviour, particularly following England’s impressive run to the final.
“Given that major football tournaments featuring the home nations occur only every two years, we partnered with our Consumer Voice research provider, Yonder, to explore betting behaviours, motivations, and the impact of promotional offers and advertising during this year’s Euros tournament. This research builds on our previous studies into gambling attitudes during major football events like the World Cup.”
What did Yonder do?
“Using Yonder’s omnibus survey (opens in new tab), we employed cross-sectional tracking to ask a series of questions to a total of 6,237 people across three waves, with just over 2,000 respondents participating in each. The first wave was conducted a week before the tournament started, wave 2 fieldwork was conducted between the group stage and the knockout stages, and wave 3 was a week after the tournament had concluded. Participants shared their insights on various topics, including their betting activity and intentions, awareness of advertising, use of promotional offers, gambling motivations, and even how England’s run to the final influenced their behaviour.
“Betting behaviour: The rise of the young female bettor?
Interestingly, our findings revealed a notable increase in the proportion of female respondents who reported betting on the Euros, which significantly outpaced the rate of increase among male respondents. Pre-tournament (20.8 percent male, 6.6 percent female) and mid-tournament (27.0 percent male, 9.6 percent female) ratios were similar, with males approximately three times more likely to report participation – but that was closer to two times (27.3 percent, 13.3 percent) more likely in the post-tournament wave.”
“When considering age, there was a marked increase in the proportion of those aged 18 to 24 who reported betting on the Euros in wave 3 (14 percent at wave 1, 36 percent at wave 3) compared to older groups, for whom the increase in participation was far more modest.
“As with previous research, (such as the aforementioned project into World Cup gambling attitudes), the most common motivations for gambling were to win money, make the game more interesting or because of a promotional offer and/or free bet. There was evidence of a change in motivations during the tournament due to the success of the English team, with a significant increase in the third wave in the proportion of respondents reporting that they had bet because England or the country they support were playing. (21 percent at wave one, 23 percent at wave two, 36 percent at wave three in which), particularly amongst the 18 to 24 year old group.”
What drives betting?
“Overall, respondents said that advertising had a limited impact on their gambling engagement. Less than 10 percent of those who intended to or had bet on the Euros reported doing so because they saw an advert, and most people who reported betting on the Euros spent the amount they anticipated (67 percent), 15 percent reported spending less than expected (a decrease from wave 2), and just 10 percent reported spending more than they had planned. In their comments, many respondents indicated they had set a fixed budget and felt in control of their spending.
“When it comes to promotions, free bets were reported to be the most popular, with three out of four respondents that had engaged in offers utilising free bets.
“Looking at intentions for future sporting events, a significant proportion of those that bet on the Euros stated they also plan to bet on other upcoming sporting events like the World Cup in 2026 (67 percent), the Premier League (52 percent) and Olympics (22 percent). However, this did not increase from wave 1 to 3, suggesting that the Euros may not have enticed respondents to gamble on other sporting events.”
The post UKGC: More than football – A Deep Dive into Euro 2024 Betting appeared first on European Gaming Industry News.
The company opens a new chapter
DATA.BET, the sportsbook solution supplier, strengthened its portfolio capabilities by adding sports betting.
The new sportsbook covers over 50,000 sporting events per month, featuring over 63 pre-match and 38 live sports, along with 1000+ available markets. From the most popular leagues to niche categories, the company delivers comprehensive sports coverage backed by trusted official data providers. DATA.BET’s 24/7 in-house trading team ensures over 93% market uptime, dynamic odds adjustments, and automated settlements.
Combined with Player Props, operators can deliver a broader, player-centric betting experience. Cashout functionality is also available, allowing players to settle bets early on single and multiple bets. User engagement is further increased through integrated Video Streaming of events for football, American football, tennis, and basketball as well as interactive Widgets across key sports — keeping users engaged within the platform and eliminating the need to seek information elsewhere. This seamless access to match insights, player data, and betting markets enhances the overall experience and supports higher retention, deeper engagement, and increased betting volumes.
Today, DATA.BET’s portfolio includes esports, sports, and virtual sports, providing a complete solution for betting operators. Integration is available via an upgraded SPA or through a direct Odds Feed. Depending on operator needs and market focus, each vertical can be connected individually or as a combined solution.
“With the expansion of our sports betting solution, we are entering a new phase in supporting our partners,” commented Otto Bonning, Head of Sales at DATA.BET. “This update equips operators with a complete betting solution, while ensuring continued access to DATA.BET’s trusted tools for flexibility, control, and fast content delivery.”
The post DATA.BET Rolls out Full-Service Sportsbook Solution appeared first on European Gaming Industry News.
Playtech PLC has struck an agreement to exit its Happybet online gambling and retail betting unit in Germany.
The gambling software company had closed the Austrian Happybet business in the second half of 2024 and in March of this year, said it kicked off a process to sell the remainder of the unit in Germany.
The move was in line with its aim to sharpen its focus as a “predominantly pure-play business-to-business operator”.
It has now struck a deal with NetX Betting Ltd, a subsidiary of Frankfurt-listed betting group pferdewetten.de AG.
Dusseldorf-based pferdewetten.de will have the chance to contact franchise partners of Happybet shops in Germany.
“As part of this agreement, pferdewetten.de will also assume ownership of certain associated hardware,” Playtech said.
“There will now be a transition period to allow pferdewetten.de to negotiate with the relevant franchise partners and for the relevant regulatory approvals to be sought from the competent authorities in Germany. It is intended that any remaining Happybet assets not transferred to, or assumed by, pferdewetten.de will cease operations and, where relevant, will be wound up.”
Playtech shares fell 0.8% to 319.85 pence each in London on Wednesday morning.
At the end of last month, Playtech completed the sale of Snaitech Spa to Flutter Entertainment PLC for EUR2.30 billion.
The Isle of Man-based firm said the completion of the deal allowed it to focus on its technology-led offering in high-growth business-to-business gambling markets.
The post Playtech Agrees Deal to Exit Happybet German Betting Operating appeared first on European Gaming Industry News.
Bet Builder bets are taking the global football betting world by storm, with Entain’s Global Sportsbook reporting record-breaking growth in 2024 and 2025. Thanks to major tournaments like EURO 2024 and Copa América, Bet Builder stakes more than doubled last year, and the momentum shows no signs of slowing.
In September 2024, all Entain digital brands completed the transition to an in-house built Bet Builder product. It is being improved and developed by the product and technology teams constantly to great effect with Bet Builder share of bets doubling in the first half of 2025. This Saturday’s Champions League Final between Inter Milan and PSG is on track to become the most popular club match ever for this type of bet.
“Bet Builders have quickly become one of the most influential innovations in modern sports betting. In an otherwise low-scoring sport, customers can create bets that align with their predictions for the flow or story of a game. They offer fans customisation, interactivity, and the chance to leverage niche insights in a strategic way,” said Tom Ritzema, Group Trading Director at Entain.
Highlights:
• The Argentina vs. Brazil World Cup qualifier in March was the biggest Bet Builder event of 2025 so far.
• England vs. Spain in the EURO 2024 Final remains the largest Bet Builder match ever recorded.
• Spanish football leads globally, with around 20% of all football bets now being Bet Builders, while it is also hugely popular in the Brazilian market.
• Shots on target has surged as a top market, especially in South America, alongside match result and total goals.
The trend is especially strong among recreational bettors who prefer frequent, lower-stake bets with higher returns. In Brazil, nearly 40% of all wagers on key domestic fixtures like Corinthians vs. Palmeiras were Bet Builders, as well as Brazil’s major international fixtures.
With increasing global adoption, especially in Europe and South America, Bet Builders are reshaping how fans engage with football betting, offering unprecedented personalisation and control. The next step will be to offer the bet builder product In-Play across all Entain labels.
Top Bet Builder Markets (2025):
Spain
Brazil
Canada
Belgium
Greece
Most Popular Bet Builder Selections:
Match Result
Total Goals
Player Shots on Target
Total Corners
Both Teams to Score.
The post Bet Builders Boom: Entain Reports Record Growth in Customised Football Betting appeared first on European Gaming Industry News.
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