World Cup newcomers less sure they had the information they needed to bet

First-time football bettors were less likely than regulars to say they had all the information they needed when placing a bet during the 2026 World Cup. This is according to Gambling Commission research published on Tuesday 10^th November.

Six in ten newcomers said they had enough information. This is compared with 83% of people who bet on football at major tournaments and 91% of regular football bettors. The Commission said the gap raised questions about how easy it was for newcomers to find and understand betting information.

Yonder Consulting surveyed UK adults online after the tournament. It analysed 834 responses. This is after removing 166 that contained inconsistent or contradictory answers. Only 70 respondents were new to football betting. The Commission urged caution when interpreting results for that group.

‘Acca insurance’ left newcomers guessing

When asked whether ‘acca insurance’ meant they would get their full stake back in cash if one leg of an accumulator lost, 80% of first-time football bettors said they did not know. Across the survey, half gave that answer.

“Overall, those who bet on the World Cup were more likely to be male (71% versus 29%), and between the ages of 35 to 54 (43%).” – Gambling Commission

Free bets were the most commonly used promotion. These were taken up by 37% of respondents. Some 22% used enhanced odds or price boosts. 19% used free bonus offers.

Among respondents who placed a bet linked to a promotion, 35% said they had gone ahead without looking for further information. The odds and potential winnings were the details respondents most often looked up. These were cited by 34% and 29% respectively.

Nearly three in ten newcomers bet spontaneously or used no information

Across the sample, 58% said they relied on their own knowledge or instinct when choosing a bet. Among newcomers, 29% said they bet spontaneously or used no information. This is compared with 16% of occasional bettors and 8% of regulars. One in five newcomers said they took advice from friends, family or colleagues. This is twice the share among regulars.

Some 7% of respondents used AI to help decide which bets to place. Use was highest among 18 to 34-year-olds, at 12%. This is compared with 6% of those aged 35 to 54 and 3.5% of those aged 55 and over.

England’s progress also shaped where newcomers placed their bets. Before the final, 57% of first-time football bettors said they had bet only on England matches. When compared with regulars, this was 37%. Betting participation fell across all three groups after England’s semi-final defeat.

Asked how the experience might affect their future betting, 37% of respondents said it made them more likely to bet on another major tournament. Some 19% said it made them more likely to bet on domestic football.