UKGC Finds 7% of World Cup Bettors Used AI to Pick Bets

Both figures come from the UK Gambling Commission’s Beyond the Bet study, published on November 10. Yonder Consulting conducted the survey as part of the regulator’s Consumer Voice research program.

Younger Bettors Turned to AI More Often

AI use varied considerably by age:

• 12% of bettors aged 18-34 used AI when choosing bets;
• 6% of those aged 35-54 reported doing so;
• 3.5% of respondents over 55 used AI.

Most bettors still relied on more familiar methods. Across the survey, 58% said they made decisions using their own knowledge or instinct.

The AI figures reflect what respondents said they used during the tournament. They do not establish how often AI recommendations were followed or whether those bets performed any better.

New Bettors Faced a 31-Point Information Gap

The survey divided World Cup bettors into three groups based on their previous football betting experience:

• 8% were betting on football for the first time;
• 35% usually bet on major tournaments such as the World Cup or Euros;
• 56% also bet on regular football competitions.

The difference in perceived access to information was substantial. Only 60% of newcomers felt they had what they needed to make betting decisions. The figure reached 83% among occasional bettors and 91% among regular football bettors.

One in Four Newcomers Expected to Bet More

About a quarter of first-time football bettors said they were likely to increase their betting after the World Cup. The survey records an intention, not subsequent activity.

On betting offers, respondents understood acca insurance less well than welcome-bonus wagering requirements. For sportsbooks, that makes a case for explaining less familiar offers at the point of selection, rather than relying on the terms and conditions alone.