Irish study flags online gambling account risks
Nearly four in ten surveyed gamblers who first opened an online account for horse racing or sports betting subsequently used it for other gambling activities, according to research published by the Economic and Social Research Institute (ESRI). Commissioned by the Gambling Regulatory Authority of Ireland (GRAI), the November 4 report identifies account management, marketing communications and self-exclusion as areas warranting regulatory attention.
The report, Patterns of online and in-person gambling in Ireland, draws on an online survey of 1,000 adults who had gambled during the previous year. The sample was designed to represent gamblers in Ireland, excluding people whose only participation involved buying lottery tickets or scratchcards in person. Its findings therefore describe this defined gambling population, rather than all Irish adults.
Among respondents, 77% had gambled online during the previous year, 59% had gambled in person and 44% had used both channels. Around 10% of online gamblers held four or more accounts. The research found that favorable odds, straightforward registration and promotional offers were common reasons for opening a second account.
Movement between products was another central finding. People who initially registered to bet on horses or sports sometimes expanded into online casino games, slots, bingo or scratchcards. However, the researchers explicitly identified a need for further investigation into whether this expansion is associated with harm; the findings do not establish that opening an account causes problem gambling.
Marketing prompts and account controls draw scrutiny
One in seven respondents said their most recent online gambling session directly followed an email, app notification or gambling advertisement. Around one in five online sessions interrupted another activity, frequently work or family time. Separately, 26% of online gamblers described losing “a lot” during their most recent session, compared with 17% of those gambling in person. These were respondents’ assessments, rather than a fixed monetary loss threshold.
The study also found obstacles to reducing participation. Approximately one in four respondents were trying to cut back or planned to do so. Among those already attempting a reduction, one in three reported gambling as much as, or more than, a year earlier. Willpower and checking account histories were the most commonly reported strategies, while fewer than one in ten of those trying to cut back used self-exclusion.
Pete Lunn, head of ESRI’s Behavioural Research Unit, said: “This new study sheds light on the pathways that people take that may ultimately lead them to harm.” GRAI Chief Executive Anne Marie Caulfield said the findings reinforced the need for protections involving account opening and closure, spending limits, marketing standards and self-exclusion arrangements.
The researchers highlighted differences between the ease of opening accounts and depositing funds and the difficulties some customers reported when closing accounts or withdrawing winnings. Their recommendations include examining notification consent, improving withdrawal and closure processes, and supporting centralized self-exclusion across operators. The report notes that Ireland’s Gambling Regulation Act 2024 was only partially commenced when it was written; these findings inform further implementation rather than announce new rules taking immediate effect.
