Are the odds against the younger generation as online gambling sites create more risk than reward?

“When I was 18 years old, I got the Sky Bet app quite quickly and then within a week I had 6 different companies’ apps on my phone” stated Cai Hughes (23), a recent graduate from Liverpool John Moore’s University. Cai lost thousands of pounds due to a gambling addiction spanning two years – a result of the propagation of online gambling sites and betting apps. Increased digitisation has allowed gambling to move from high-street betting shops and casinos to the palm of your hand. All it takes is a quick download and proof of age and you are instantaneously able to gamble from the comfort of your own home. But how dangerous can these online betting sites really be? Well, unsurprisingly gambling now attracts more young users than ever before. In the year to March 2023, 44% of Brits aged 16 and over had gambled at least once and a quarter (26%) of people questioned had taken part in gambling online.

Even more alarming is the surge in the count of ‘problem gamblers’ within the UK, which has escalated by 50% between 2022 and 2023. Last year, the figure reached an estimated 168,149, a stark increase from around 112,000 in 2022. The Gambling Commission describes problem gamblers as ‘gamblers who gamble with negative consequences and a possible loss of control’. When coupled with the growing population of younger individuals engaging in online gambling, this statistic raises severe apprehensions, particularly for those in their twenties. What may begin as a few casual bets can swiftly spiral into a severe addiction.

Reserved sign in betting shop

I interviewed Cai about his experience with online gambling sites and at what point he realised his behaviour was becoming destructive. As a University student, Cai faced huge financial difficulties and struggled to reach out to friends and family due to feelings of guilt and stress. 

Cai is not alone in his adversities’. Tim Miller, the Gambling Commission’s executive director for research, stated:“Two in three students gamble according to our new figures. Whilst many may do so without experiencing harm, for some, gambling can lead to debt, time away from lectures and potentially lead to a longer-term problem with gambling.”  It is undoubtedly clear that online gambling is becoming increasingly popular among young adults, including students. 

However, gambling addictions aren’t exclusive to men. Co-founder and director of gambling blocking software Gamban, Matt Zarb-Cousin, pointed out that, “Women account for about 40% of users… which is much higher than people would assume”.

“Women account for about 40% of users… which is much higher than people would assume”.

Moreover, it’s appropriate to recognise that the growing popularity of women’s sporting events, including women’s football, netball, and tennis, is bound to unveil a fresh target audience for betting companies and their associated marketing teams. Zarb-Cousin stated that betting sites are “Definitely targeting women more. Obviously, it gets to the point of market saturation by targeting men and sports and all that sort of stuff and they see women as the next frontier. There’s a conscious effort to get more women gambling without a doubt”. 

I interviewed Simon McAllister, a marketing professional at a UK gambling company whose name has been changed for anonymity reasons. They shared insights into the company’s perspective on marketing targeted toward young adults and provided valuable information about the industry’s current activities. When asked about their opinion and marketing motives regarding the growing appreciation for women’s sports they stated: 

“The last Euros and the Women’s World Cup were a huge turning point in the industry. It’s the first time I’ve seen a room of men discuss women’s sports unprompted.”

Not only does online gambling allow convenient accessibility, but betting companies can market themselves proficiently through targeted adverts on mobile and websites. Marketing executive Simon stated

“As physical media declines in readership, and physical shops suffer a decline in footfall, to the extent of their profit margins are wiped out, it is inevitable that goods and services move online”. 

This idea is reinforced by recent statistical reports from the Gambling Commission which suggest that while half of all online gamblers utilise their smartphone, there is a clear age skew. Three-quarters of 18–34-year-old online gamblers use their smartphones to gamble compared to only 14% of those aged 65 and over.  Bombardment with advertisements across social media can exacerbate the incentive to gamble online. 

In March this year, the world’s leading sports data and betting technology company Sportradar, agreed with the social media site Snapchat to integrate its proprietary ad:s technology. Subsequently, this will allow Sportradar to connect betting operators with the app’s user base of 750 monthly active users. Although Sportradar will comply with necessary regulations and targeted adverts will only reach users of the legal gambling age, it is yet further advancement for gambling companies to expand their user base. Within the UK, those aged between 18-24 make up 77% of the platform’s users, showcasing a danger that a bombardment of these adverts will reach a young demographic and encourage negative habits from an early age. 

Gamban is a preventative software that offers unlimited protection across all devices to block online gambling sites. I spoke to Matt Zarb-Cousin who discussed exciting new updates that will allow members to feel part of a community and how he markets to those who may need the software most. 

Looking toward the bright side, there is better news ongoing. New regulation is on the horizon which will improve gambling sites and betting apps. For example, stake limits on online slots are coming in the recent gambling review. While Zarb-Cousin and other campaigners hope there will be a £2 maximum cap, the UK Government have announced that the new stake limit will be between £2 and £5 per spin. Still, this is an improvement on the current unlimited threshold. 

For a full copy of the white paper, see ‘High Stakes: Gambling Reform for the Digital Age’