Sports Bettors’ Buying Habits 2023: UK Edition

The online sportsbook market is one of the most competitive in the world. The pace of change is rapid. And ever-evolving regulations make marketers’ lives difficult.

Because of this, it’s important to keep our understanding of customers – and what makes them tick – fresh. That’s why we surveyed UK sports bettors in each of the last two years. And it’s why we’ve expanded our survey’s reach for 2023, surveying US bettors for the first time.

Since we last heard from bettors, we’ve seen the world re-open after COVID. But we’ve also seen war in Europe, a cost-of-living crisis in the UK and the beginnings of recession around the world.

Against this backdrop, we wanted to understand bettors’ latest behaviours and the opportunities for brands on both sides of the Atlantic. So we surveyed 1,000 people who had at least one account with a betting operator and had placed a sports bet online in the last year.

This eBook summarises our findings, covering:

1. Past and future betting spend
2. The three personas who are betting today
3. Which brands are first choice and why
4. How US bettors differ from their UK counterparts
5. The emergence of eSports betting.

We finish with key takeaways for sport betting brands – some simple tips to make your marketing more effective in 2023.