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UKGC: More than football – A Deep Dive into Euro 2024 Betting
Following on from this summer’s UEFA European Football Championship, Commission Research and Statistics Analyst Robyn Brummitt and Research and Impact Manager Caleb Adegbola discuss the impact of the tournament on consumer gambling behaviour.
“The 2024 UEFA European Football Championship (Euros) was a landmark event, not only for football fans but also for the gambling industry. This tournament provided us with a unique opportunity to explore the impact of the Euros on consumer behaviour, particularly following England’s impressive run to the final.
“Given that major football tournaments featuring the home nations occur only every two years, we partnered with our Consumer Voice research provider, Yonder, to explore betting behaviours, motivations, and the impact of promotional offers and advertising during this year’s Euros tournament. This research builds on our previous studies into gambling attitudes during major football events like the World Cup.”
What did Yonder do?
“Using Yonder’s omnibus survey (opens in new tab), we employed cross-sectional tracking to ask a series of questions to a total of 6,237 people across three waves, with just over 2,000 respondents participating in each. The first wave was conducted a week before the tournament started, wave 2 fieldwork was conducted between the group stage and the knockout stages, and wave 3 was a week after the tournament had concluded. Participants shared their insights on various topics, including their betting activity and intentions, awareness of advertising, use of promotional offers, gambling motivations, and even how England’s run to the final influenced their behaviour.
“Betting behaviour: The rise of the young female bettor?
Interestingly, our findings revealed a notable increase in the proportion of female respondents who reported betting on the Euros, which significantly outpaced the rate of increase among male respondents. Pre-tournament (20.8 percent male, 6.6 percent female) and mid-tournament (27.0 percent male, 9.6 percent female) ratios were similar, with males approximately three times more likely to report participation – but that was closer to two times (27.3 percent, 13.3 percent) more likely in the post-tournament wave.”
“When considering age, there was a marked increase in the proportion of those aged 18 to 24 who reported betting on the Euros in wave 3 (14 percent at wave 1, 36 percent at wave 3) compared to older groups, for whom the increase in participation was far more modest.
“As with previous research, (such as the aforementioned project into World Cup gambling attitudes), the most common motivations for gambling were to win money, make the game more interesting or because of a promotional offer and/or free bet. There was evidence of a change in motivations during the tournament due to the success of the English team, with a significant increase in the third wave in the proportion of respondents reporting that they had bet because England or the country they support were playing. (21 percent at wave one, 23 percent at wave two, 36 percent at wave three in which), particularly amongst the 18 to 24 year old group.”
What drives betting?
“Overall, respondents said that advertising had a limited impact on their gambling engagement. Less than 10 percent of those who intended to or had bet on the Euros reported doing so because they saw an advert, and most people who reported betting on the Euros spent the amount they anticipated (67 percent), 15 percent reported spending less than expected (a decrease from wave 2), and just 10 percent reported spending more than they had planned. In their comments, many respondents indicated they had set a fixed budget and felt in control of their spending.
“When it comes to promotions, free bets were reported to be the most popular, with three out of four respondents that had engaged in offers utilising free bets.
“Looking at intentions for future sporting events, a significant proportion of those that bet on the Euros stated they also plan to bet on other upcoming sporting events like the World Cup in 2026 (67 percent), the Premier League (52 percent) and Olympics (22 percent). However, this did not increase from wave 1 to 3, suggesting that the Euros may not have enticed respondents to gamble on other sporting events.”
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Here are this weeks latest slots releases compiled by European Gaming
Tom Horn Gaming is thrilled to announce the launch of its latest Hold & Win slot game, Majestic Coins. This high-volatility 3×3 slot takes players on a winning quest, where shimmering coins, respins, and grand jackpots lead to massive wins. Set against a sleek black 3×3 reel grid with 5 win lines, Majestic Coins offers classic slot excitement with a modern twist.
Candy Links Bonanza 2 is the newest slot game from Stakelogic, inviting you to wander through magical realms filled with delightfully sweet treats. Amidst this charming backdrop, two 5×5 grids are placed side by side. The grid on the right is where all the gameplay unfolds, while the other grid collects coins. Forming lines of coins wins their values and activates the powerful Wheels of Fortune!
Step into a world where opulence meets nature in Zillion’s latest release, Royal Crown Fruits – a dazzling slot experience filled with vibrant fruit symbols, golden crowns, and thrilling rewards. With 20 winning lines, the game blends classic charm with modern excitement, offering players a chance to strike royal-sized wins.
Big Time Gaming is back with its most exhilarating instalment yet. Max Megaways III invites players to gear up and embark on a high-stakes Arctic mission that’s shaken, stirred, and loaded with epic rewards. In this 6-reel Megaways™ slot, players get up to 117,649 ways to win, and that’s just the start of the action. Armed with MegaDozer™ mechanics, Free Spins, and a treasure trove of bonuses, Max Megaways III is set to deliver edge-of-your-seat excitement like never before.
Play’n GO delves into the mysteries of ancient Egypt with the release of Myth of Dead, a visually stunning slot that combines engaging gameplay with the allure of legendary treasures. This 5-reel, 3-row game with 10 paylines offers a captivating journey into a world ruled by powerful deities and golden riches.
Belatra Games, the specialist online slots developer, has released Blast the Bass, a brand new title that immerses players into an adventure on the open seas. Set out in the deep ocean, Blast the Bass brings together engaging mechanics, big bonus features and fun graphics that entertain players on every spin. A salty old skipper acts as the Wild symbol and will substitute for all regular symbols to combine for winning lines.
Push Gaming has launched Mad Blast, a volatile, multiplier-focused, pay-anywhere game that builds crazy robots along with wild winnings. Set in the workshop of the Mad Tinkerer, quirky, colourful bomb symbols populate the reels, with eight or more required to award a win. Winning symbols are removed from play, and the cascade of replacement icons allows subsequent wins to be formed.
Relax Gaming has revealed Glyph of Gods, an Egyptian-themed slot where hieroglyphs hold the key to wins. Bringing a fresh take on the much-loved Egyptian theme, this game features Glyph Positions which allow for Wild, Bonus, and Glyph symbols to land in dedicated spots, opening up multiple opportunities for big winning moments.
Blueprint Gaming returns in style with Big Catch Even Bigger Bass, offering a plethora of modifiers to maximise players’ winning potential. After years of success with its iconic Fishin’ Frenzy™ series, Blueprint has moved from the ocean to a picturesque lake where a bait box of aquatic symbols take their place on the 6×4, 4,096 win matrix, nestled in a mountainous landscape.
Amusnet announces the exclusive launch of 20 Wild Goals at Betano in Romania from February 20th to March 24th, 2025. 20 Wild Goals is a 5-reel video slot set in a stadium environment, offering 20 paylines. The Wild symbol, represented by a ball, expands to cover the entire reel, boosting the potential for higher wins. The tumbling reel feature adds a layer of excitement by removing winning combinations and increasing multipliers with each subsequent spin.
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Amusnet announces the exclusive launch of 20 Wild Goals at Betano in Romania from February 20th to March 24th, 2025. This collaboration further strengthens the company’s long-term partnership with the operator and reflects Amusnet’s focus on providing localized gaming solutions to meet the needs of the Romanian market.
“With a clear focus on delivering localized, high-quality content, we continue to foster our mutually beneficial collaboration with Betano. By providing tailored gaming experiences, we ensure both Amusnet and our partners drive growth, meet player expectations, and strengthen our collective presence in the region,” said Andreea Popa, Commercial Manager at Amusnet Romania.
20 Wild Goals is a 5-reel video slot set in a stadium environment, offering 20 paylines. The Wild symbol, represented by a ball, expands to cover the entire reel, boosting the potential for higher wins. The tumbling reel feature adds a layer of excitement by removing winning combinations and increasing multipliers with each subsequent spin. The game presents a dynamic and engaging experience designed to appeal to players seeking thrilling gameplay.
Features
Expanding Wild
During the base game, the Wild symbol expands on the whole reel and substitutes for other symbols, increasing the winning potential.
Tumbling Reels with Increasing Multiplier
Winning symbols disappear, making way for the symbols above them while increasing the multiplier with each consecutive win. If new winning combinations appear on the screen after filling the empty positions, they are multiplied by Multiplier, which starts from x2 and increases by 1 with every consequent Tumbling Reels Feature.
Jackpot Cards
The four-level mystery jackpot bonus game Jackpot Cards is also available, just like in the rest of Amusnet’s Online Casino portfolio.
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International Game Technology PLC announced that it has achieved an environmental, social and governance (ESG) Score of 4.3 out of 5.0 from FTSE Russell, positioning IGT in the 97th percentile within the Travel and Leisure sector of FTSE Russell’s ESG Scores. This was an improvement from IGT’s previous ESG Score of 4.2 out of 5.0 in 2023, demonstrating its ongoing commitment to enhancing ESG performance.
“As a company committed to continually elevating our sustainability practices and leadership, IGT is proud to once again achieve an improved ESG score from FTSE Russell. Through our global Sustainable Play program, we execute sustainable practices and policies throughout our company and this improved score validates our ongoing efforts,” Wendy Montgomery, SVP of Marketing, Communications and Sustainability at IGT, said.
FTSE Russell’s ESG Scores and data model allows investors to understand a company’s exposure to, and management of, ESG issues in multiple dimensions. The ESG Scores are comprises an overall rating that breaks down into underlying pillar and theme exposures. Scores built on over 300 individual indicator assessments are applied to each company’s unique circumstances. The ESG Scores align with the UN Sustainable Development Goals (SDGs), all of which are reflected in FTSE Russell’s ESG framework.
The post IGT Achieves Improved ESG Score from FTSE Russell appeared first on European Gaming Industry News.
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