Gambling Survey 2024 Reveals Nearly Half of British Adults Gamble

_{Gambling Survey 2024 Reveals Nearly Half of British Adults Gamble (Image: Timon Schneider/Alamy)}

The Gambling Commission has released the 2024 Gambling Survey for Great Britain (GSGB), the world’s largest study dedicated to gambling behaviour. Conducted by the National Centre for Social Research and the University of Glasgow, the annual survey questioned 19,714 adults across the UK, offering one of the most comprehensive looks yet at participation, motivations and risks tied to gambling.

Gambling Remains Widespread

According to the survey, 48% of adults in Great Britain gambled in the past four weeks. That figure drops to 28% when excluding those who only played the National Lottery.

While gambling remains popular, attitudes toward the experience are split. Among those who gambled in the last year, 42% rated their most recent experience positively compared with 21% who rated it negatively. The main motivator, cited by 85% of players, was the chance to win big. Seventy-two percent said they gambled because they find it fun.

Rates of problem gambling, measured by the Problem Gambling Severity Index (PGSI), remained statistically stable at 2.7% of adults scoring 8 or higher in 2024, unchanged from 2023.

Deeper Risks Among Frequent Players

Supplementary reports published alongside the survey highlight that risk varies not only between different gambling products but even within the same type of product. For example, some forms of online slots carry higher risk than others, suggesting that operators must look more closely at their customer bases.

The second report expands on the negative consequences of gambling. Researchers found that gambling problems often affect multiple areas of life at once, including relationships, finances and health.

Commission Calls for Industry Action

Andrew Rhodes, Chief Executive of the Gambling Commission, said the GSGB continues to be 

“a key building block of the evidence base which helps government, industry and other partners understand both gambling behaviour and potential consequences from gambling.”

He added that this year’s findings should prompt operators to take action.

 “We strongly encourage operators to use this evidence to consider the risks within their own customer bases,” Rhodes said.

Stricter Rules and Player Protections

The Commission has introduced several player protection measures in recent years, including mandatory age verification in gambling venues, banning autoplay features in online games, and reducing game speed to limit intensity.

Marketing restrictions have also been tightened. For example, operators can no longer tie promotions to playing multiple forms of gambling, and bonus funds now face stricter limits on how many times they must be re-staked before withdrawal.

From 31 October, new rules will require all gambling companies to prompt customers to set financial deposit limits before making their first deposit. The regulator is also reviewing options to introduce mandatory time and monetary limits for land-based gambling machines.

Additionally, the Commission has piloted enhanced financial risk assessments for players who spend more than £1,000 in 24 hours or £2,000 within 90 days. Data from the pilot, which used credit reference agencies, is under review.

Vital Insight for Operators

The GSGB is critical for shaping regulatory policy in Britain, particularly as the Gambling Act Review White Paper continues to drive reforms across the industry. With participation rates high and problem gambling steady but persistent, the survey provides regulators and operators alike with vital insight into where risks remain, and where consumer protections must be strengthened.