YouGov Direct surveyed 1,500 UK adults online on June 9th and the overall sample is nationally representative.
As mobile betting continues to grow, three-quarters (75%) of likely Olympics bettors say they plan to place their bets through online sports betting, while 25% say they will place bets in person. A little more than one in 10 (10%) also plan to place casual bets with friends, family, or colleagues.
Almost half of bettors (45%) will put money into individual games or events, and a quarter (25%) will bet on medal counts. Some UK punters will make accumulator bets (16%), spread bets (13%) and prop/spot bets (8%). About one in 10 (10%) will make Olympic future bets (before the Games start).
The rise of online betting has brought with it a huge appetite for live betting – 34% of Brits planning to invest some money in the Games plan to place in-game or live bets, like betting when the next goal will be scored during a football match.
Obviously, live betting may not be a viable option in the 10-second 100 meter race, which is probably among the most popular events that bettors will place bets on. However, it is expected that gambling to be popular in team games such as football, volleyball, and basketball.
Popular sports
Gamblers seem to be more likely to bet on events such as athletics (49%), football (49%), boxing (31%), tennis (28%) and gymnastics (20%). Other events that will attract players include swimming (18%), basketball (15%), cycling (15%), badminton (8%), diving (7%), weight lifting (6%), table tennis (6%), volleyball or beach volleyball (6%), archery (3%) and baseball (3%).
For marketers looking to reach this audience, the Brits also mentioned they're likely to do while watching the Games. About a third (35%) say they will be on gambling sites to check odds, place bets or cash out; about a quarter (27%) will be chatting on social media (27%) or looking for player and athlete details (25%); and one in five (20%) will be on a gambling site to play other games. One in five (20%) will likely be working during a game or event.
Meanwhile, it's important to note that in the US – where gambling laws have changed drastically since the last Olympic Games as a result of a 2018 Supreme Court decision – 9% of adults will likely place a bet on the upcoming Games in Tokyo.
For the gambling industry, 2021 looks like a year of growth, thanks to an increase in the number of players during the Covid-19 lockouts. As the UK emerged from the blockade measures, they were greeted with two of the biggest sporting events on the planet – the Euro and the Olympics.
Source: Betzilian
