TGM Global Gambling and Sports Betting Report Overview
Almost one-third of the world's population gambles or participates in sports betting at some point in their lives. That number is also growing, owing primarily to the popularity and accessibility of online gambling services. As a result, we conducted an online survey to understand this subject better. We believe that everyone, from casinos, and sports betting companies to players, should have access to this valuable information. Doing so makes it feasible to determine whether consumers are gambling responsibly and whether industry procedures are improving. TGM Research, as always, strives to provide market insights on this topic.
TGM Gambling and Sports Betting Insights
Selected Insights from the survey:
The survey results are in, and we've gathered some insights that we thought you might find interesting!
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Interest in football is global:
There are billions of football lovers around the globe. Football is played, followed and discussed in almost every corner of planet earth. In all countries surveyed, 72% of people say they are interested in football, with the highest percentage of football fans occurring in APAC (48%) and MENA (46%).Football is primarily about watching and supporting.
Most sports fans worldwide limit themselves to watching football on TV (72%) and following it on the Internet (52%). Playing football and attending live matches is the case only for 20% globally. The regions that play football most are Latin America (28%) and MENA (27%).
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Football fans' age:
72% globally say they are interested in watching football. However, interest in football is related to age, with the majority of the fanbase being between 25 and 44 years old. The younger demographic is generally less interested in football. Only in Europe and Northern America, we observed a similar level of interest as in older age groups.
Football is not only a male game.
58% of women in the survey declared a general interest in football, with 1 out of 4 saying they are very interested in the game. The group of engaged female audiences (claiming a high level of interest) is the largest in Nigeria (46%), UAE (44%), Saudi Arabia (44%), and Brazil (41%).
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FIFA World Cup 2022™ is getting a vast amount of attention.
Our survey revealed that 67% of sports fans were interested in this year's tournament, with 39% declaring they were very interested. The highest levels of interest in the games were found in Africa (51%), Latin America (50%) and the Middle East (49%).Not only the final match.
Among those who will watch the World Cup, 91% will watch more than one game during the event, with 51% declaring they will follow the tournament closely, watching every game possible. As a significant part of the competing national teams comes from Europe, fans there will focus their attention on the games of their country' teams (26%).How will the world watch Qatar's 2022 FIFA World Cup?
The vast majority (83%) interested in the World Cup tournament will watch the games on TV in all countries surveyed. However, the ascent of streaming platforms during this year's World Cup in Qatar is apparent. 42% globally intend to watch World Cup games using online streaming, with 44% of younger audiences declaring so. Notably, viewers over 44 prefer to watch the games rather than via TV. The willingness to use online streaming platforms is the lowest in Europe. With access to broadcast on public TV, only 26% of sports fans will use streaming as a considered platform of choice to access FIFA World Cup 2022™ tournament's content.
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Supporting national team.
The World Cup is also a playground for national optimism. Supporting the country's national team, against all odds and international rank data, is the case for fans from the countries surveyed participating in the tournament (see the map below).Which team is predicted to win the World Cup?
Everyone is making predictions about who will come out on top in the battle for the jewel of FIFA's crown. The usual suspects will undoubtedly be to the fore, but there is always room for a bolt from the blue. By the results of the survey, globally, the favourite team to win the World Cup 2022 is Brazil (18% of votes), with Argentina coming 2nd (10%). However, the likes are also for France, Germany, and Spain - which are understandably considered perennial challengers.
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Football is about teams and teamwork, but every team consists of individual talents. A World Cup is a showcase for the best footballers on the planet. Qatar 2022 promises to provide us with a mix of potential final appearances for a group of multiple iconic stars combined with the emergence of an exciting new generation of talents.
Results of the voting:
- Cristiano Ronaldo 1st
- Lionel Messi 2nd
- Erling Haaland 3rd
- Kylian Mbappe 4th
- Robert Lewandowski 5th
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In any tournament, sponsors are critical. They support programs financially, which in turn helps promote the brand. The FIFA World Cup is one of the most influential international marketing platforms. All top brands like Adidas, Coca-Cola, Hyundai, Wanda Group, and Qatar Airways have become part of FIFA Official Partners.
We also asked survey participants which brands they think will gain more awareness and association with the competition, and a majority of the participant went for Adidas. Other brands such as Nike, Coca-Cola, Qatar Airways, Visa, Pepsi, FIFA, Puma, Emirates and Heineken were also voted.
What is the incidence of betting on sports in globally?
According to the results of the TGM International Sports Betting Survey conducted in 44 countries in October 2022 - 35,4% were involved in sports betting activities within the last 12 months.
How often do people worldwide bet on sports?
Based on the results of the TGM Global Sports Betting Survey, frequency in all the countries surveyed for people participating in sports booking was:
- 18,77% bet on sports a few times a week,
- 8,34% does sports betting once a month,
- 35,41% bet on sports a few times a year or less.
What is the core reason for people worldwide to bet on sports?
According to the survey results, 18,77% of people who bet on sports are driven by the desire to "win money"; while 8,34% said they enjoy the excitement/experience from the sports booking. Participating in sports betting is also considered a factor which brings an additional element of fun for the sports fans; 35,41% said they are more interested in watching/following a game after betting on results.
How do people worldwide participate in sports betting? Is this online or offline activity?
Sports booking takes place primarily over the internet. According to TGM's international survey results, sports fans who participate in sports betting, 80% do this primarily via the internet/mobile apps.
What is the strongest sports betting platform brand worldwide?
According to the TGM Sports Betting Survey, respondents globally pointed at BET365 as the sports betting platform that comes to mind first when thinking about sports booking.
Data on different segments of audiences
Data comparing gambling audiences across regions is available to understand better how gambling audiences engage with and interact with sports betting and gambling activities.
Worldwide gambling and Sports betting survey
The results of the largest independent gambling and sports betting survey, over 28,800+ people from 44 countries were polled regarding their gambling habits and frequency.
Popular gambling and Sports betting brands
By studying the most popular gambling and sports betting brands and player preferences, you learn more about what resonates with and appeals to specific target audiences.
Customizable and downloadable report
Extensive data appendices to support our research's findings and insights, TGM Global Gambling and Sports Betting Report, which is customized and can be downloaded, explain behaviors and gives detailed information.
METHODOLOGY:
The results are analysed amongst those who gamble or participate in sports betting.
SAMPLE:
Age: 18 - 24 (18%), 25 - 34 (27%), 35 - 44 (25%), 45 - 54 (19%), 55 - 64 (12%).
Country sample size: Argentina N=749, Australia N=645, Belgium N=587, Brazil N=693, Cameron N=705, Canada N=704, Colombia N=715, Costa Rica N=561, Croatia N=587, Denmark N=397, Ecuador N=692, Egypt N=659, France N=701, Germany N=661, Ghana N=769, Indonesia N=666, Italy N=716, Japan N=603, Kenya N=715, Mexico N=731, Morocco N=724, Netherlands N=585, Nigeria N=754, Pakistan N=628, Peru N=699, Philippines N=697, Poland N=825, Portugal N=727, Qatar N=163, Saudi Arabia N=660, Senegal N=452, Serbia N=583, South Africa N=774, South Korea N=473, Spain N=733, Switzerland N=458, Thailand N=612, Tunisia N=534, Turkey N=729, UAE N=662, UK N=760, Uruguay N=540, US N=754, Vietnam N=595, Wales N=469,
Results were weighted to take country population structure into account.
DISCLAIMER:
We discuss gambling on our website solely for editorial purposes. We do not participate in or encourage gambling. We also make no claim to understand the local laws governing sports betting in our readers' jurisdictions. All visitors to our website must conduct their own research into local laws in their respective countries.
We are a market research firm that only provides information for educational purposes. Readers should be aware that they are solely responsible for their betting choices. We oppose gambling and betting.
TGM Research is not responsible for our readers' actions after they leave our site. Our sports betting data is only provided for editorial purposes. By visiting our website, you agree that TGM Research will not be held liable for your gambling/betting decisions or any losses that may result from those decisions and activities after you leave our site.
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Gambling and Sports Betting customers' insights data in Europe
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Gambling and Sports Betting Research in Asia Pacific | Download report
Gambling and Sports Betting Research in Asia Pacific | Download report
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Gambling and Sports Betting market research | Insights in North America
Belgium
Croatia
Denmark
England
France
Germany
Italy
Netherlands
Poland
Portugal
Serbia
Spain
Switzerland
Wales
Qatar
Saudia Arabia
UAE
Egypt
Morocco
Tunisia
Japan
South Korea
Australia
Pakistan
Philippines
Vietnam
Thailand
Indonesia
Brazil
Uruguay
Peru
Mexico
Costa Rica
Colombia
Argentina
Canada
United States
Cameroon
Ghana
Senegal
Nigeria
South Africa
Kenya