Study shows risky gambling habits in Ireland

Ireland’s gambling industry is facing heightened scrutiny following the release of preliminary findings from an upcoming Economic and Social Research Institute (ESRI) study, which suggests a significant proportion of players engage in multiple betting activities simultaneously. The report indicates that one in ten Irish gamblers actively maintain four or more betting accounts, a trend that has regulators and experts raising concerns over the potential risks and addictive behaviours associated with modern gambling practices.

The findings come at a time when Ireland is in the process of overhauling its gambling regulatory framework. While the sector continues to grow and evolve, there is increasing recognition that regulatory safeguards must keep pace with both technological developments and changing player behaviours.

Wagering while at work and the role of notifications

Anne Marie Caulfield, chief executive of the Gambling Regulatory Authority of Ireland (GRAI), highlighted the pervasiveness of gambling in everyday life during the St John of God Research Foundation’s annual conference. According to her, around 10% of sports bettors place wagers while at work. This trend underscores how accessible gambling has become and how it can integrate into daily routines, potentially encouraging habitual behaviour.

More concerning is the impact of digital notifications. The ESRI study found that approximately 25% of registered players receive daily push notifications prompting them to continue betting. These notifications often serve as triggers that can reinforce gambling behaviour, particularly among those already exhibiting high-risk tendencies.

“That’s something that you will be allowed to opt out of in future under the legislation, where you decide you do not want to receive those notifications,” Caulfield said. The forthcoming legislation is expected to provide consumers with more control over the communications they receive from gambling operators, limiting exposure to potentially addictive marketing messages.

Problem gambling may be underreported

Despite Ireland’s ongoing regulatory modernization, experts warn that official statistics may underestimate the scale of problem gambling in the country. Studies suggest that the number of individuals affected by gambling-related harm could be ten times higher than what current figures indicate. Many individuals with gambling problems remain unregistered or reluctant to seek help, making accurate measurement challenging.

The forthcoming ESRI report aims to provide a more comprehensive picture of gambling behaviour across the country. By examining the frequency and type of gambling, cross-platform engagement, and interactions with marketing communications, researchers hope to identify gaps in current player protection measures.

Caulfield also expressed concern over aggressive cross-selling practices, whereby players registering for sports or horse racing products are offered free spins to try other gambling services, such as online casinos. These promotions, while often presented as harmless incentives, can encourage users to engage in higher-risk gambling activities.

“Also, three in four made a deposit in the past year, and we did find through this study that people found it relatively easy to make a withdrawal, but a little bit more difficult to withdraw than to add to their accounts,” Caulfield explained. This highlights that even when users have access to withdrawal options, the process is still slightly more cumbersome than depositing funds, which may contribute to extended gambling activity.

New licensing framework and national self-exclusion register

As part of Ireland’s regulatory reform, the Gambling Regulatory Authority of Ireland is preparing to introduce the country’s first licensing system for gambling operators. The framework aims to ensure operators meet minimum standards for consumer protection, transparency, and responsible gambling practices.

A cornerstone of this initiative will be the launch of a national self-exclusion register. This system will allow players to block access to all licensed gambling platforms across the country, rather than being limited to a single operator. Such a measure is expected to enhance player control and prevent high-risk gamblers from simply moving between platforms to continue their activity.

The licensing system will also introduce stricter requirements for marketing, including limits on the promotion of multiple accounts, targeted notifications, and cross-selling practices. Operators will need to demonstrate that they have systems in place to monitor and manage high-risk behaviour, making it more difficult for habitual gambling patterns to go unnoticed.

Accessibility and habitual gambling behaviour

The ESRI research points to a broader societal trend in which gambling is increasingly accessible, integrated into daily life, and reinforced by digital engagement tools. Mobile applications, online platforms, and aggressive marketing strategies have created an environment where placing bets is not only convenient but also habitual.

With one in ten gamblers managing four or more accounts, the potential for overlapping promotions, multiple notifications, and easy deposits can compound the risk of problem gambling. Regulators stress that these behaviours are not merely a reflection of consumer choice but indicate structural factors within the industry that can exacerbate addictive tendencies.

Anne Marie Caulfield emphasized the importance of player education and awareness. “People need to be fully aware of the risks of multiple accounts, notifications, and promotional offers,” she said. By raising awareness and giving consumers tools to manage their gambling, the regulator hopes to reduce the prevalence of problem gambling over time.

The role of upcoming legislation

The legislative changes underway in Ireland aim to address multiple facets of gambling risk. Beyond self-exclusion and licensing, the new laws will focus on player protection mechanisms, including:

• Restricting unsolicited marketing communications.
• Limiting cross-selling of high-risk products.
• Enhancing transparency in account management and deposits/withdrawals.
• Strengthening monitoring systems to identify and support problem gamblers.

These measures are designed to give players greater autonomy while reducing exposure to potentially harmful gambling environments. Regulators are also seeking to ensure that operators act responsibly and prioritize consumer protection alongside commercial interests.

Industry responsibility and player safety

Operators will be required to implement robust responsible gambling tools, including deposit limits, time restrictions, and voluntary self-exclusion options. The regulator expects that these measures, when combined with the national self-exclusion register, will create a safer environment for players and limit the harms associated with habitual or excessive gambling.

While the industry has argued that multiple accounts and push notifications enhance player engagement, the regulator views these practices through the lens of risk and harm. The ESRI report is expected to inform further policy decisions and clarify whether current safeguards are sufficient to prevent gambling-related harm.

Preparing for a safer gambling landscape

As Ireland moves towards a fully licensed and regulated gambling market, the findings of the ESRI study will provide crucial data on player behaviour, including the use of multiple accounts, engagement with notifications, and interactions with marketing incentives. Regulators, policymakers, and operators alike will need to collaborate to ensure that these insights translate into tangible protections for consumers.

The challenges are multifaceted. High-risk players, ease of access, cross-platform marketing, and digital notifications all contribute to patterns of gambling that can be difficult to monitor. By addressing these factors through regulation, consumer education, and industry accountability, Ireland hopes to create a safer, more transparent gambling ecosystem.

Anne Marie Caulfield concluded, “The ESRI report will give us a clearer understanding of how people gamble in Ireland. It will help identify areas where more safeguards are needed and ensure that gambling remains a safe and regulated activity for all.”

Conclusion

The emerging data on Irish gambling behaviour underscores the urgent need for stronger regulatory oversight and enhanced player protection measures. With one in ten gamblers maintaining four or more betting accounts and a significant proportion engaging with daily notifications, the potential for habitual and high-risk gambling is evident. While Ireland has made strides toward modernizing its gambling laws, the forthcoming ESRI report and the introduction of licensing and a national self-exclusion register will provide critical insights and tools to address these challenges.

By combining stricter industry regulations, improved consumer safeguards, and greater awareness of responsible gambling practices, Ireland aims to create a safer gambling environment. The collaboration between regulators, operators, and researchers will be essential to ensure that gambling remains a controlled and responsible activity, minimizing harm while allowing players to enjoy recreational betting within a secure framework.

FAQs

What proportion of Irish gamblers hold multiple betting accounts?
According to the ESRI study, one in ten Irish gamblers maintain four or more accounts.

Are gambling notifications considered risky?
Yes, daily push notifications can reinforce habitual gambling behaviour, especially among high-risk players.

Can players opt out of notifications?
Under upcoming legislation, consumers will be able to opt out of promotional notifications from operators.

What is the national self-exclusion register?
It is a system that allows players to block access to all licensed gambling platforms in Ireland.

How common is gambling at work in Ireland?
Around 10% of sports bettors reportedly place wagers while at work, highlighting habitual behaviour.

Does the ESRI study suggest problem gambling is underreported?
Yes, some research indicates the number of problem gamblers could be up to ten times higher than official figures.

Are cross-selling practices a concern for regulators?
Yes, unsolicited promotions that encourage users to try higher-risk products are considered risky.

How will licensing improve player protection?
Licensing will require operators to meet standards for transparency, responsible gambling tools, and consumer safeguards.

Are withdrawals more difficult than deposits?
The study found that while withdrawals are generally easy, they are slightly more cumbersome than deposits, which may extend gambling behaviour.

When will the ESRI report be published?
The exact date has not been confirmed, but it will provide detailed insights into gambling behaviour in Ireland and inform future regulatory actions.