The UK Gambling Commission’s research into betting around the 2026 FIFA World Cup found that first-time football bettors were less confident than experienced customers about the information available to them.
Sixty per cent of new football bettors said they had all the information they needed, compared with 83% of occasional bettors and 91% of existing bettors.Promotions and AI use
The survey of 834 UK adults who placed a World Cup bet found that 35% of respondents who used an offer had not sought further information before betting. Across the sample, 7% said they used artificial intelligence to help choose bets, rising to 12% among 18–34-year-olds.
The findings have implications for sportsbook onboarding, promotion explanations and responsible marketing. The Commission cautioned that the first-time bettor group was relatively small.