Ireland Study Reveals: Bonuses Drive Gambling Spend Up by 11 Percent

In Ireland, new scientific insights have cast a spotlight on the often underestimated mechanisms of online gambling. A comprehensive study by the Economic and Social Research Institute (ESRI), conducted among 1,000 participants, paints a precise picture of how Irish citizens use digital betting services. These results come at a critical time as the Gambling Regulatory Authority of Ireland (GRAI) is currently establishing its full functions as a licensing and supervisory body. The data clearly shows that the blurring of different gambling formats and the flood of digital notifications increase the risk of problematic behavior.

A particularly striking finding is the high fragmentation of the market at the individual user level. According to the research, one in ten players holds more than four different betting accounts. This tendency towards multi-accounting not only makes self-control harder for the player but also complicates monitoring by operators. Furthermore, the survey revealed a dangerous dynamic among sports bettors: nearly four in ten people who initially opened an account for horse racing or sports betting eventually moved into online casino games or digital scratchcards. This cross-selling effect is viewed critically by experts, as casino games often feature higher event frequencies and thus a greater potential for addiction than traditional sports betting.

Numbers and facts

The statistical evaluations by ESRI researchers demonstrate the massive influence of marketing on gambling behavior. One in seven players stated that their most recent online session was directly triggered by a marketing promotion such as an email, app notification, or advertisement. Approximately one in five respondents receives push notifications on their smartphone every single day. This leads to gambling increasingly displacing other areas of daily life. One in five online gamblers admitted that their last session interrupted another activity, with work and family time being the most frequently cited.

Another concerning finding relates to financial losses. While 17% of in-person players reported losing a lot of money in their most recent session, this figure rose to 26% for online gambling. Complementary studies, conducted with 622 male participants under 40 before Euro 2024, show that bonuses and free bets increase spending by about 11%. It matters little how poor the actual odds are; players spent an average of over 2 Euro on so-called bad bets when a free bet was attached, compared to less than 1.50 Euro when no inducement was offered.

Background

The GRAI is now using this data as a scientific basis for upcoming regulations. The authority feels vindicated in its intention to introduce stricter hurdles for account opening and closing. The ability for players to set clear spending limits is also at the top of the agenda. Anne Marie Caulfield, CEO of the GRAI, emphasized the necessity of these measures in light of technological developments.

„This research confirms the need for new obligations which will be placed on licensed operators, particularly around account opening and closing requirements, and the ability to set spending limits and advertising restrictions.“ - Anne Marie Caulfield, CEO of the GRAI

The political landscape also signals full support for this evidence-based approach. Jim O’Callaghan, Minister for Justice, Home Affairs and Migration, stated that such research findings are crucial for creating a regulatory framework that meets the health and social needs of the community. The goal is a fair and transparent market that does not rely on exploiting vulnerabilities.

Why it matters for German players

For German players, these results serve as a confirmation of the strict rules already established by the Interstate Treaty on Gambling 2021 (GlüStV 2021). In Germany, advertising for online gambling is already heavily regulated, and the Joint Gambling Authority of the States (GGL) strictly monitors compliance. A central aspect of the German model is the cross-operator deposit limit of 1,000 Euro per month, controlled via the LUGAS system. This prevents exactly the scenario criticized by the Irish study: players losing track of their total spending across countless accounts. The 1 Euro stake limit per spin on virtual slots also serves to protect against impulsively high losses, similar to those reported for online users in the Irish study.

What it means for GGL-licensed casinos

Casinos with a GGL license in Germany must already fulfill requirements that are only now being discussed in Ireland. This includes effective registration controls and connection to the OASIS national lockout system. The finding from Ireland that bonuses entice particularly vulnerable players to higher stakes aligns with the restrictive German stance on bonus terms. Operators in Germany are not permitted to use bonuses as an excessive incentive that leads to irrational gambling behavior. Transparency requirements and the necessity for players to access their account data and limits at any time are already standard in German whitelist casinos to prevent the negative effects observed by the ESRI.