Guidance
Beyond the Bet: Gambling, Engagement and Informed Choice at the 2026 World Cup
The Gambling Commission's research on Gambling, Engagement and Informed Choice at the 2026 World Cup
Informed choice and comprehension
New bettors were less likely to feel they had the information they needed
Respondents were asked whether they felt like they had all the information that they needed to make their betting decisions when placing bets on the 2026 World Cup. The majority responded that they did (85%), with existing and occasional football bettors more likely to respond yes than new football bettors (91% and 83% respectively, compared to 60%). This raises the question of whether information is presented in a way that is easy for those new to football betting to understand, or whether greater efforts are needed to help new bettors know where to find the information they need.
The proportion of respondents who felt they did not have enough information to make their betting decisions was higher among new football bettors. However, when asked what information would have helped them to make more informed betting decisions, some responses suggest that not all respondents interpreted the question as intended.
Approximately one third of respondents did not provide the information they would have needed to make an informed betting decision, and a small group of respondents said they were unsure what information would have helped.
Around 1 in 5 reported that they felt they did not have enough knowledge about football to place bets and should have done more research, while just over a quarter of those who felt they did not have enough information to make betting decisions would have liked more data about the matches they were betting on, such as detailed player and team statistics, and more analysis and context from experts.
A small number of these respondents said they needed more information about how betting or offers worked, including that they found it confusing and would have liked more information about possible outcomes.
Collectively, these findings indicate that where respondents did want more information, it was more often about their own football knowledge rather than about how betting or offers work. These findings represent a small group and should be treated with caution.
Many people who used offers did not look for further information
Free bets (37%), enhanced odds or price boosts (22%), and free bonus offers (19%), were the most popular promotions and offers used by respondents during the 2026 World Cup. Existing football bettors were much more likely to use promotions than new and occasional football bettors, with 70% reporting that they used a promotion, compared to 43% of new bettors and 53% of occasional bettors. Existing bettors were also noticeably more likely to report betting because they “saw a promotion or offer by gambling companies related to the World Cup” (20% compared to 7% of new and 12% of occasional bettors). Respondents were most likely to seek out information related to the odds (34%) or how much they could win (29%), although 35% of those who bet on the World Cup and used an offer said they did not seek or search for more information before placing a bet.
More experienced bettors were more confident in their understanding of offers
When asked about offers in general, respondents were most confident regarding odds, bet builders and wagering requirements attached to welcome bonuses. Respondents were less sure about accumulator insurance (‘acca insurance’), with 50% selecting “Don't know” when asked whether ‘acca insurance’ means that they get the full stake back in cash if one leg of their accumulator loses.
Comparing responses across bettor types, confidence and accuracy were higher among those who reported previous football betting experience, with existing football bettors answering the most confidently and correctly. Confidence was lowest among new football bettors, with more than half responding “Don’t know” for all questions, except for those about odds (34%), free bets (40%) and wagering requirements (46%); regarding ‘acca insurance’, 80% responded “Don’t know”.
Taken together, these findings show higher levels of informed betting, comprehension and confidence among bettors with more football betting experience. As this is a single survey, it cannot show whether these increase as individuals gain experience.
Previous sectionWhy did people bet and how did they choose what bets to place? Next section
How do World Cup bettors compare with other research?
Last updated: 10 November 2026
Show updates to this content
No changes to show.