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Statistics and research release

Consumer experiences and attitudes to Free Bets & Bonuses

Data around consumer experiences and attitudes towards Free Bets and Bonuses.


This data is designed to improve understanding of consumers’ experiences of receiving free bets and bonus offers from gambling companies, including their attitudes towards them and the impact they have on behaviour.

Key facts

Over two thirds of gamblers had received some form of incentive in the last 12 months, with the most common being free bets/spins and sign up offers, and the most common way of receiving them being through email.

Among those that had received incentives in the last 12 months, almost three quarters had received them for online betting (73%).

Most respondents felt that their gambling is not influenced by receiving incentives (61%), however 31% of respondents agreed that receiving free bets/bonus offers encouraged them to gamble more than they wanted to.


Introduction and about the Online Survey

The Commission collects in depth data from online gamblers about their online gambling behaviour via a quarterly online tracker, conducted by Yonder Consulting as part of their online omnibus. Data is collected on c.8,000 adults aged 18+ in Great Britain per year1. The online survey sample is sourced through Yonder’s panel, and the sample is subject to quotas in-line with those used for the Commission’s quarterly telephone survey. The variables used for weighting are age, gender, region, social grade, tenure and working status2.

In June 2021 we posed questions to gamblers on the survey to learn more about the prevalence and impact of free bets and bonus offers ('incentives'). The questions asked gamblers to recall the types of incentives received, as well as the frequency and volume with which they were received. In addition, those who had received incentives were asked about the impact of receiving incentives on their gambling behaviour.

View the data on consumer experiences and attitudes to free bets & bonuses


1Please see base sizes beneath respective charts for details on the exact base sizes for the different questions asked.

2 Weighting is derived from The Publishers Audience Measurement Company (PAMCO) data based on a face-to-face random probability sample.

Data and downloads

There are no files for this release.


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