Half of British Adults Gamble: Fresh Insights from the Gambling Commission
Trends
A new Gambling Commission report shows that 48% of UK adults participated in gambling in the last four weeks. Excluding the National Lottery, that figure stands at 28%.
What’s even more interesting: online gambling has now overtaken offline — 38% vs. 29%.
This clearly shows that player habits in the UK continue to shift toward digital. More users are choosing mobile and desktop platforms where it’s easier to track bets, bonuses, and loyalty programs.
Key Trends to Watch
- Stable player base – almost half of the adult population continues to engage in gambling activities, keeping numbers steady year over year.
- Online channels keep growing as operators invest in UX, instant payouts, and personalized offers.
- Responsible gaming has become part of the standard user journey — deposit limits and self-control tools are now default, not optional.
What This Means for Affiliates
- The UK remains one of the most mature and profitable markets in Europe.
- Online growth means more opportunities for affiliates — from sportsbooks to casino brands with strong retention models.
- Competition is heating up, so data-driven and analytical content is now the key differentiator.
- Brands increasingly value quality traffic and transparency over volume.
Personally, I see reports like this as a sign of market maturity. When the numbers remain strong and regulation aims for balance, the industry evolves — not just in scale, but in sustainability.
