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Majority of gamblers hit with affordability checks have handed over info, but wider betting population unwilling
- Most bettors asked to undergo financial checks agree
- Higher spending players more willing than lower spenders
- Most who’ve not yet faced affordability checks say they will refuse
The majority of bettors who have been asked for proof they can afford to gamble have provided it, but there are big questions over how things will play out if checks become mandatory or more common, the results of a new study by sports betting community OLBG show.
A survey of bettors carried out online by YouGov for OLBG found that the majority of those who had been asked by gambling operators to provide documents such as payslips, bank statements or other documents had complied with the request.
The survey, which polled 1,007 bettors, found that 21.8% of bettors had already been asked for documents by at least one bookmaker. Of these, 74.3% had provided them, but 17.9% had refused and started playing with a different licensed operator instead. Of the remainder, 4.1% refused and moved to an unlicensed operator, while 3.7% stopped betting entirely.
The willingness to provide documentation was less widespread among those who had not yet been asked to do so, however.
Of the 78.2% of punters who had not yet faced affordability checks, 37.3% said they would refuse and simply stop betting, 35.0% said they would move to a different licensed operator and 4.1% said they’d go to an unlicensed company. Only 23.5% indicated they would be willing to provide the documents.
“Most bettors who have been asked to provide documents have done so. More importantly, very few of those who were asked stopped gambling or went to the black market, the latter being the worst unintended consequence of measures aimed at making gambling more responsible,” said Richard Moffat, CEO at OLBG.
“However, there is a stark difference between those who have been asked and those who haven’t in terms of willingness.”
As the below table shows, overall 65% of bettors reported not being willing to comply with affordability checks. Those betting lower monthly amounts were the least open to handing over financial documents, with more than three in four (75.4%) of those betting less than £5 a month and 72% of those betting £6-15 a month unwilling to undergo affordability checks.
“Few people who are spending at this level are likely to think it is proportionate for a bookie to ask for proof they can afford it and it’s quite surprising how many lower spending players report already having been asked. From the rumours about what level mandatory checks might come in, it seems unlikely checks will be forced on players at levels under £100 per month,” said Moffat.
Players spending less than £100 per month
| Have you been asked by a gambling company to provide payslips, bank statements or similar documents as part of an affordability or proof of funds check? | All bettors | Less than £5 | £6-15 | £16-25 | £26-50 | £51-100 |
| Unweighted base | 1,007 | 235 | 224 | 147 | 154 | 93 |
| Yes, I have and I provided the required documents | 16.16% | 6.00% | 10.08% | 20.86% | 16.55% | 14.27% |
| No, I have not but I would provide the documents if asked | 18.45% | 18.20% | 18.06% | 23.14% | 20.31% | 21.62% |
| Yes, I have, but I didn’t provide the documents and bet with a different licensed company instead | 3.92% | 0.40% | 1.77% | 4.22% | 4.53% | 6.57% |
| Yes, I have but I didn’t provide the documents and bet with a different unlicensed company instead | 0.90% | 0.00% | 0.47% | 0.71% | 1.29% | 1.08% |
| Yes, I have but I didn’t provide the documents and stopped betting | 0.79% | 0.00% | 0.43% | 0.70% | 1.94% | 1.10% |
| No, I have not and if asked I wouldn’t provide the documents and would bet with a different licensed company instead | 27.40% | 20.40% | 31.52% | 24.80% | 35.25% | 38.36% |
| No, I have not and if asked I wouldn’t provide the documents and would bet with an unlicensed company instead | 3.20% | 1.30% | 3.57% | 4.17% | 3.27% | 1.11% |
| No, I have not and if asked I wouldn’t bet | 29.18% | 53.60% | 34.10% | 21.40% | 16.86% | 15.88% |
| Total willing to provide documents | 34.61% | 24.20% | 28.14% | 44.00% | 36.86% | 35.89% |
| Total unwilling to provide documents | 65.39% | 75.70% | 71.86% | 56.00% | 63.14% | 64.10% |
Players spending more than £100 per month
| Have you been asked by a gambling company to provide payslips, bank statements or similar documents as part of an affordability or proof of funds check? | All bettors | £101-200 | £201-300 | £301-500 | £501-1000 |
| Unweighted Base | 1,007 | 57 | 16 | 16 | 20 |
| Yes, I have and I provided the required documents | 16.16% | 30.04% | 31.87% | 50.63% | 40.65% |
| No, I have not but I would provide the documents if asked | 18.45% | 19.41% | 12.94% | 0.00% | 4.79% |
| Yes, I have, but I didn’t provide the documents and bet with a different licensed company instead | 3.92% | 12.40% | 6.73% | 0.00% | 15.35% |
| Yes, I have but I didn’t provide the documents and bet with a different unlicensed company instead | 0.90% | 1.77% | 0.00% | 0.00% | 0.00% |
| Yes, I have but I didn’t provide the documents and stopped betting | 0.79% | 1.70% | 0.00% | 6.45% | 0.00% |
| No, I have not and if asked I wouldn’t provide the documents and would bet with a different licensed company instead | 27.40% | 24.19% | 36.36% | 30.49% | 28.90% |
| No, I have not and if asked I wouldn’t provide the documents and would bet with an unlicensed company instead | 3.20% | 5.19% | 12.10% | 6.45% | 5.12% |
| No, I have not and if asked I wouldn’t bet | 29.18% | 5.31% | 0.00% | 5.98% | 5.20% |
| Total willing to provide documents | 34.61% | 49.45% | 44.81% | 50.63% | 45.44% |
| Total unwilling to provide documents | 65.39% | 50.56% | 55.19% | 49.37% | 54.57% |
* Players spending more than £1,000 per month were excluded as numbers were too small to be statistically significant.
However, while willingness to undergo affordability checks does seem to increase among players who spend more on a monthly basis, even among those spending £100-plus per month, less than half were open to affordability checks.
One big difference between players at lower spend levels and those spending more than £100 was the likelihood of players stopping gambling if asked to undergo checks. While 53.6% of those betting less than £5 said they wouldn’t gamble if faced with affordability checks, just 5.31% said the same in the £101-200 per month category.
Higher spending players were more likely to have moved to a different licensed company rather than provide documents, but across all spending amounts a significant proportion of players reported plans to do so if asked to provide documents.
“Many players reported either having already moved to a different licensed operator or being willing to do so over affordability checks. Therefore, there is now a big question mark over what might happen if affordability checks become mandatory and all licensed operators have to impose them at certain levels,” said Moffat.
The survey also found that younger players were more willing to submit to financial checks. About one-third (33.34%) of those aged 18-24 said they had been asked for and provided documents, while 22.86% said they hadn’t been asked but would do so. In the 55-plus age group, the percentage of players reporting the same fell to 6.40% and 15.37%, respectively.
More details on this breakdown can be found in the full survey report, along with various other findings on the UK’s gambling habits.
This summer, the iconic iGB Live lands in London for the first time — bringing together over 15,000 iGaming professionals from around the world. On July 2–3, 22Bet Partners will join the action at stand K60 in ExCeL London, ready to serve bold partnerships, fresh ideas, and a tennis-themed experience that’s game, set, match.
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The post Meet 22Bet Partners at iGB Live London: Tennis, Talks & Wimbledon Dreams appeared first on European Gaming Industry News.
There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook brands that prefer results over buzzwords.
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The iGaming Affiliate World: Why It (Still) Matters
Let’s be honest – the affiliate space in iGaming has had its fair share of bad actors and empty promises. But when done right, affiliate marketing is still one of the most effective and efficient ways to connect licensed operators with the right players.
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🔗 MegaAffiliatesList.com
Reading Time: 3 minutes
Atlaslive, a premier iGaming platform provider, today released a comprehensive analysis of the European gambling market transformation, revealing that the industry’s €123.4 billion revenue base is undergoing unprecedented digital evolution. The analysis, based on latest market intelligence from European Gaming & Betting Association in partnership with H2 Gambling Capital, identifies mobile gaming as the dominant force reshaping player engagement across the continent.
Mobile Revolution Drives Market Transformation
Atlaslive’s analysis reveals that mobile devices now generate 58% of Europe’s online gambling revenue in 2024, with projections indicating this figure will surge to 67% by 2029. This mobile-first transformation represents a fundamental shift in how operators must approach platform development and player acquisition strategies.
“The data unequivocally demonstrates that the future of European gambling is mobile-first,” said Anastasiia Poltavets, CMO at Atlaslive. “Operators who fail to prioritize mobile optimization and user experience will find themselves increasingly marginalized in a market where player expectations have fundamentally evolved.”
Online Gambling Accelerates Toward 45% Market Share
The analysis identifies online gambling as the clear growth engine of the European market, with digital channels expected to command 45% of total gambling revenue by 2029, up from 39% in 2024. This €66.8 billion online market projection represents a 6.9% compound annual growth rate, significantly outpacing the 1.8% growth expected in land-based gambling.
Key growth drivers identified by Atlaslive include:
- Casino games leading digital adoption: €21.5 billion in 2024, growing to €30.8 billion by 2029
- Sports betting momentum: €13.7 billion online revenue with 6.9% annual growth trajectory
- Lottery digital transformation: Strongest growth potential at 7.7% annually, reaching €10.4 billion by 2029
Geographic Disparities Signal Untapped Opportunities
Country-by-country analysis reveals significant market maturity variations across Europe, presenting strategic opportunities for technology providers and operators.
Digital Leaders:
- Sweden: 68.3% online share
- Finland and Denmark: Both at 68.1% online share
- Strong mobile adoption and regulatory frameworks driving digital-first engagement
Growth Markets:
- Italy: Europe’s largest market at €21.0 billion with only 21.7% online penetration
- Germany: €14.4 billion market with 22.6% online share indicating substantial digital expansion potential
- France: €14.0 billion market with significant room for online growth
Strategic Implications for Industry Stakeholders
The Atlaslive analysis identifies several critical success factors for market participants:
For Operators:
- Mobile-native platform architecture becomes non-negotiable
- Omnichannel integration essential for capturing cross-platform player value
- Geographic expansion strategies should prioritize markets with low online penetration
For Technology Providers:
- Platform scalability must accommodate sustained high-growth environments
- Cross-jurisdictional compliance capabilities increasingly valuable
- Mobile-first development methodologies essential for competitive positioning
Market Resilience Demonstrates Industry Maturity
Despite digital transformation, analysis confirms the continued relevance of land-based gambling, which maintains €75.5 billion in 2024 revenue and projects steady 1.8% annual growth. This dual-track evolution demonstrates industry maturity and the enduring appeal of gambling experiences.
“The European gambling market is demonstrating remarkable sophistication in its evolution,” added Anastasiia Poltavets. “Rather than simple digital displacement, we’re witnessing the emergence of a truly integrated ecosystem where online and land-based channels complement and enhance each other.”
To explore the full report, regional breakdowns, and strategic insights for 2025 and beyond, visit: https://atlaslive.tech/blog/the-european-gambling-revolution-euro1234-billion-market-transforms-in-the-digital-age.
This document is provided to you for your information and discussion only. This document was based on public sources of information and was created by the Atlaslive team for marketing usage. It is not a solicitation or an offer to buy or sell any gambling-related product. Nothing in this document constitutes legal or business development advice. This document has been prepared from sources Atlaslive believes to be reliable, but we do not guarantee its accuracy or completeness and do not accept liability for any loss arising from its use. Atlaslive reserves the right to remedy any errors that may be present in this document.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post Atlaslive Analysis: European Gambling Market Enters €123.4 Billion Digital-First Era appeared first on European Gaming Industry News.
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