According to the paper published in the Journal of Gambling Studies, UK bettors were often unable to accurately calculate the true wagering requirement attached to a UK-style sign-up bonus. For the experiment, the researchers used a 150% bonus up to £150 with 10x wagering. It was modelled on a real 2025 offer and aligned with the UK Gambling Commission’s 2026 cap.
Where the Gap Appears
The math appeared to be straightforward. A deposit of £50 would trigger a £75 bonus. To withdraw any bonus winnings, the player would then need to place £750 in qualifying wagers. This meant a required staking total of £750. Yet of the 291 participants who saw the standard version of the offer, 92.4% underestimated the required amount. The median estimate was £500, and only 5.5% calculated the correct figure of £750.
The error was substantial, as the typical estimate fell £250 short of the correct figure. The £500 median suggests many respondents may have applied the x10 multiplier to the deposit rather than the bonus itself.
Why a Simple Example Changes the Offer
The study also evaluated a simple solution. Half of the sample saw the same offer with a worked example showing that a £50 deposit and £75 bonus would require £750 in wagers before any bonus winnings could be withdrawn. When presented with this information, the offer was significantly less attractive to respondents.
That signal is notable. It suggests that the appeal of such bonuses lies in both the percentage advertised and the extent to which the true cost remains hidden behind the terms. In effect, disclosure has the power to influence a decision.
What This Means for UK Rules
Rules introduced by the Gambling Commission and effective from 19 January 2026 capped bonus wagering requirements at x10. The changes were designed to make the promotional activities safer and easier to understand. According to the regulator, high playthrough requirements may lead to consumer confusion, causing players to gamble faster and longer than planned.
The findings suggest the x10 cap may not fully solve the transparency problem. Despite a lowered multiplier, the bonus terms presentation still leaves room for misunderstanding. With more than nine in ten gamblers underestimating the costs associated with a regular bonus, the next regulatory question is not about whether a maximum of x10 would be too high. It’s whether operators must reveal the costs in monetary terms in the advertisement.
