The core of the industry is the transformation of sports fans from being passive spectators to active participants in the outcomes of games and events. What is fuelling the growth of the industry is the advancement of technology and progressive changes in regulations across the globe. As a result, sports betting has become present everywhere, from mobile apps on various devices to large casino establishments. However, even though the format is similar across the world, the behaviour related to sports betting is a multifaceted subject.
Across the globe, there is a big difference in motivations, cultural variations, and risks. A study from 2022, which has been published in the Journal of Behavioural Addictions, has been groundbreaking with its comprehensive review of sports betting behaviours across countries. The study analyses trends, demographics, and risk factors across various regions. The overall aim of the study was to determine what type of person is most likely to bet, what drives various people to bet, and which implications this behaviour have on a global scale.
Numbers don’t lie: The huge impact of sports betting
On a global scale, the sports betting industry has left a gigantic financial footprint. A recent market report by Next Move Strategy Consulting highlighted that the global sports betting market was valued at $113.54 billion in 2021, and the market projections estimated the market will reach over $223.66 billion by 2030. Mobile gambling alone is a larger player in these numbers, making up $84.9 billion in 2023, and with a projected value of $173.1 billion by 2030 according to Globe Newswire. This is especially a product of a change in consumer behaviour, as bettors increasingly turn to apps for convenience, instant updates, and tailored sports reviews. A popular site among bettors to both place sports bets and to read sports reviews is Snabbare.com, which is an all-in-one platform or mobile app: It is an online casino and betting platform, both offering games, sports betting opportunities, and sports reviews to inform bettors on their betting endeavours.
According to a report by Statista, sports betting and other types of betting accounted for 35% of the online gambling revenue in Europe in 2022, and the most popular form of online gambling was sports betting. If we focus on North America, there has been a great growth in the sports betting market ever since 2018, which was the year that the Supreme Court lifted a federal ban. At present, there are 38 states which has legalized sports betting, and the market generated $11.04 billion in 2023 according to Statista.
A global perspective on sports betting behaviour
Comparing the behavioural patterns region by region shows some significant differences, which are especially influenced by cultural attitudes, legal restrictions, and accessibility. The study “Sports betting around the world: A systematic review” found that sports betting is most prevalent among young men, specifically men in the age group 18 to 35 years old. It is this demographic that goes across all regions, constituting the backbone for sports betting around the world. The main theory behind the reason why this age group is related to peer influence, a love for sports, and a desire to experience the thrill of wagering.
Sports betting in Europe
Europe has a long-standing history of sports betting, and the biggest catalysts for the market is United Kingdom, Italy, and Germany. A continuous key player is the UK where the strong tradition of betting on horse races has been the solid foundation for the evolvement of a vast online sports betting market. British bettors have access to thousands of online platforms, where bettors can enjoy a large selection of betting options, from traditional sports to esports.
In contrary to the horse race foundation for the betting industry in UK, in southern Europe the core is football. In countries like Spain and Italy, soccer betting has seen a substantial growth due to dedicated online platforms and apps.
Sports betting in North America
In the U.S., the boom in the sports betting industry is relatively new due to the previous federal ban. But in a short time, the industry has managed to catch up. The most noteworthy states include New Jersey, Nevada, and Pennsylvania, which are the states with the most significant markets due to their large populations and relaxed gambling laws. The sports betting habits in the U.S. has American football, basketball, and baseball at its core, with for example the Super Bowl generating billions in wagers.
In Canada, single-game betting was legalized in 2021. As a result, sports betting behaviour is still evolving. At the core of sports betting in Canada is hockey betting, with especially the Stanley Cup playoffs generating large amounts in wagers.
Sports betting in Asia
In the global sports betting market, Asia is a unique segment. Looking at the large markets in China, Japan, and India, they all have distinct patterns. Take for example China: Despite stringent gambling restrictions, the underground betting markets are thriving, where football and basketball are at the core of gambling activities. In Japan, the market is currently limited to horse racing, bicycle racing, and a few other sports. However, despite the limitations of the betting market, the demand continues to be high among the population. In India, the sports betting market is synonymous with cricket, as this sports is the unrivalled sports of the country.
Psychology and motivations behind sports betting
The research report identified several common psychological motivations for sports betting. Among the most prominent ones, which can be detected across the globe, is social interactions, the thrill-seeking aspect, and an emotional connection to sports. For many sports fans, betting is a chance to feel more involved in the game. This is related to the feeling of having something personal (in this case money) at stake. Such a psychological connection is related to the concept of ‘fandom’, which is a phenomenon where people perceive their betting behaviour as an extension of their support for either a team or a player.
Another prominent motivator behind sports betting behaviour is the potential for external rewards, including monetary gain. This motivation does across the globe, but various studies have shown that most bettors actually do not profit in the long term, as many bettor’s report losses over time. A study published by the National Institutes of Health (NIH) found that more than 75% of problem gamblers chase losses, which means bettors place bet of increasingly high amounts to try and recover a loss.
Risk factors and problematic gambling behaviours
In the light of technological advancements and the widespread access to stable internet connections, sports betting has become more accessible. As a result, risks associated with sports betting is also increasing. Problem gambling is an escalating concern, especially among young men who engage frequently in betting. One main point from the study is the presence of problem gambling among sports bettors all across the world, and a pattern of higher rates among those who place bets more than once a week.
Another interesting correlation identified in the study is that in countries their accessibility to online betting platforms is higher, there are often more reports of gambling addiction. Take for example the UK, where the National Health Service (NHS) reports a 24% increase in calls and online chats to gambling addiction helplines in 2023 compared to 2022. This trend is mirrored in other countries, including Australia and the United States.
The role of technology: What shapes betting behaviour
Sports betting and sports betting behaviour is largely being reshaped by the advancement of technology. A product of this is that sports betting is more convenient and accessible, which also comes with challenges. Take for example mobile betting apps: These allow users to place wagers instantly, coupled with live betting which enables instant bets as events unfolds. Such features also contribute to an addictive experience for bettors.
Both reviews and analytics tools have been embedded in many online sports betting platforms, which have been introduced with the purpose of supporting bettors in making more informed decisions about bets. Data-driven decision-making is fuelled by reviews of teams, player performance, and betting odds, empowering bettors to rely on informed decision. However, a downside to these features is the perception of control over outcomes. Experts warns about this, since the easy access to data and betting options can foster problem gambling behaviours. Studies have found that in-play betting, which entail betting during live events, have been associated with impulsive behaviour and increased risk of financial loss.
How does the future look like for sports betting around the world?
It is safe to say that the future of sports betting will continue to be one of growth and expansion. To keep up with trends and consumer demands, governments implement or tightens regulations. In the UK, for example, the government has set strict rules on advertising to prevent underage gambling. In Australia, measures mitigating problem gambling has been widely integrated into online sports betting platforms. Such measures include self-exclusion and spending limits for bettors.
In the U.S., various campaigns have been promoted by the government to encourage responsible betting behaviours. This phenomenon has been coupled with the incorporation of various tools helping bettors setting limits and monitoring their gambling habits. Another interesting trend globally is how responsible gambling initiatives have become a focal point of regulation. It is a pattern among authorities across the globe to call for better monitoring of online platforms. This is especially with the aim to ensure fair play and to prioritize mental health of bettors.
Concluding remarks
As this study have reflected, the global sports betting landscape is complex, interwoven in cultural and economic fabric. For many sports fans around the world, sports betting is a great outlet to get closer to their favourite sports teams and players, while it is a new way to engage in the unfolding events in sports. However, the risks related to sports betting is an ongoing concern across all regions, especially when it comes to the potential for addiction and financial hardship.
While sports betting continuously becomes more accessible, it is up to governments, platforms, and individuals to continue to prioritize responsible gambling practices. This entails staying updated on the latest trends within the online sports betting sphere, to understanding the psychological forces behind betting behaviour. To foster this, continued research and education is important for bettors, governments, and operators. This will help support the navigation of the complex and rapidly changing landscape that is the global sports betting market.
