The GSGB was developed over a two-year period to implement a new research design for UK gambling, aimed at providing all relevant stakeholders with more frequent and consistent data on gambling prevalence and changing trends.
Wave-4 research of the GSGB was conducted by NatCen on a nationally representative sample of 5,191 adults aged 18 and over, during the period from September 2024 to January 2025.
According to headline findings, 46% of adults gambled during the previous four weeks, down from 49% in the previous wave.
Approximately one-fifth of participants (19%) engaged solely with lottery draws, including the National Lottery and charity lotteries. The overall gambling prevalence remains at 28% since 2024 when lottery-only players are excluded from the analysis.
This distinction is critical for understanding consumer risk. The 28% group consists of participants engaging in higher-risk products, whereas lottery draws are generally viewed as lower-risk gambling activities.
Riskier verticals attract younger male cohorts
The data show significant usage of products typically associated with higher gambling risk. The three most frequently used non-lottery activities were scratchcards (12%), sports betting (10%), and online instant win games (7%).
A total of 7% of survey participants who bet on sports chose to wager on live football matches, with young male participants showing the highest levels of engagement. These players also show a strong preference for betting exchanges, in-play betting, and virtual racing — products that require repeated player interaction.
Online casino activities are captured under categories such as online instant win and in-play betting, as they do not have a distinct headline designation. Harm reduction groups flag these verticals due to their rapid gameplay mechanics and highly engaging design features.
Demographic trends: younger, more digital
The age distribution shifts significantly once lottery-only participants are excluded. While gambling prevalence is highest among males aged 35–64 overall, males aged 18–24 become the most active group, with a 47% participation rate.
This younger demographic is more inclined to use digital platforms. Online gambling participation was recorded at 37% across the full sample, but this fell to 17% when lottery-only players were excluded — highlighting how lottery participation inflates digital engagement figures.
The core gambling participation rates in Wave 4 of the GSGB indicate a trend towards stabilisation. However, deeper analysis reveals a younger cohort engaging more heavily with higher-risk gambling activities. These findings offer crucial insights for future UKGC regulatory actions, helping to define patterns in modern digital gambling behaviour.
