ESRI Study: Free Bets Drive 10% Higher Spending, Problem Gamblers Most at Risk

Gambling inducements such as free bets and moneyback guarantees drive significantly higher spending and pose particular risks to vulnerable players, according to new research from Ireland's Economic and Social Research Institute (ESRI).

Key Research FindingsThe GRAI-commissioned study examined 622 male participants under 40 who placed bets on Euro 2024 matches. Those shown inducement offers spent over 10% more than the control group, with the offers nearly halving the number of participants who chose not to bet at all.

Most concerning for operators: participants exposed to inducements were three times more likely to place bets with deliberately poor odds, demonstrating how promotional offers can override rational betting decisions.

10%+ increase in spending when inducements offeredNearly 50% reduction in participants opting out of betting3x higher likelihood of accepting unfavourable oddsAt-risk gamblers showed heightened susceptibilityRegulatory ImplicationsUnder Ireland's Gambling Regulation Act 2024, targeted inducements will soon become an offence. Licensed operators will be prohibited from offering free bets directed at specific individuals or groups.

The study also revealed a significant knowledge gap among bettors. Even regular gamblers were largely unaware of existing restrictions on free bets or that stakes are not returned on winning free bet wagers.

European ContextIreland joins multiple European jurisdictions moving to restrict gambling inducements. ESRI researchers recommend measures already implemented elsewhere, including banning sign-up bonuses, restricting offers to at-risk individuals, and capping promotional values.

GRAI CEO Anne Marie Caulfield emphasised that the findings confirm inducements go beyond simple marketing tools, supporting the regulatory approach outlined in the 2024 Act.