A study by the Economic and Social Research Institute, commissioned by the Gambling Regulatory Authority of Ireland (GRAI), found that 54% of online gamblers in its 1,000-adult sample had opened a second gambling account. Better odds and promotional offers were among the reasons reported.
Online gambling was the most common format in the survey: 77% of respondents said they had gambled online at least once in the previous 12 months, compared with 59% who had gambled in person. Around one in ten online gamblers had four or more accounts, while nearly four in ten people who opened an online sports-betting account went on to try other products, including iGaming, slots and scratch cards.
Marketing and retention signals
Only one in seven respondents said their most recent online gambling session directly followed an email, app notification or gambling advertisement. The study also found that 25% were actively trying or planning to reduce their gambling.
For operators and affiliate managers, the findings point to the importance of multi-brand competition, cross-product journeys and promotional differentiation. They also reinforce the need to balance acquisition and retention tactics with responsible-gambling safeguards, particularly where account switching is driven by offers.