Rascasse Audience Intelligence

Bwin Target Market in Belgium

A data profile of the people who buy, follow and care about Bwin in Belgium — modelled from more than twelve digital signal sources. Bwin has an estimated audience of 1,672,428 people in Belgium.

#1among Betting in Belgium#61among Brand in Belgium#6in Games

The average Bwin fan in Belgium is 43.2 years old, more male, and lives primarily in Hainaut.

The audience is concentrated in Hainaut, Liege, Antwerp.

Top brand affinities include Royale Union Saint-Gilloise, Club Brugge KV, Unibet, with strongest over-indexing on Royale Union Saint-Gilloise (4.64× the country average).

Demographically, the Bwin audience skews more male with an average age of 43.2, and over-indexes on personality traits such as Need for Security, Patriotism.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.

The typical Bwin fan in Belgium is more male, around 43.2 years old, with strong Need for Security tendencies and a notable affinity for Royale Union Saint-Gilloise.

Category: Games · Type: Brand · Subtype: Betting

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-13.

Section 01

At a glance

The key figures that characterise the Bwin profile in Belgium.

Audience size
1.7M
in Belgium
Gender
21.7%♀
78.3% male
Age
43.2
average years
Country rank
#424
Brand in Belgium
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Bwin

21.7% are female, 78.3% are male, average age 43.2.

Fig. 02

Gender split

21.7%
Female
78.3%
Male
Demographic split for Bwin audience in Belgium
MetricValue
Female21.7%
Male78.3%
Average age43.2
Estimated audience size1,672,428
Fig. 03

Age distribution

Ø 43.2
average years
Age distribution of the Bwin audience in Belgium
Age bracketShare%
16-1912%
20-2919%
30-3916%
40-4919%
50+34%
Fig. 04

Worldwide distribution

8.0%

of the worldwide Bwin audience comes from Belgium.

Worldwide audience distribution share by country for Bwin
CountryShare
Spain16.7%
Germany15.4%
Greece13.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Belgium average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Bwin audience in Belgium is strongest.

Fig. 05

Top regions by affinity

Bwin customers by region in Belgium
#RegionReachAffinity×
01Hainaut~300K1.70×
02Liege~200K1.55×
03Brussels~100K1.12×
04Province of Namur~80K1.02×
05Antwerp~200K0.93×
06Limburg~70K0.87×
07Luxembourg~40K0.85×
08East Flanders~100K0.83×
09Flemish Brabant~100K0.74×
10West Flanders~100K0.72×
11Walloon Brabant~30K0.68×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Bwin audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bwin audience
#·InterestCategoryAffinity×
01LadbrokesGames5.33×
02UnibetGames4.66×
03Royale Union Saint-GilloiseSports4.64×
04Belgian Pro LeagueSports4.64×
05Foot MercatoSports3.87×
06Ligue 1Sports3.67×
07R. Charleroi S.C.Sports2.93×
08Standard LiègeSports2.74×
09Paris Saint-GermainSports2.63×
10UEFA Champions LeagueSports2.46×
11UEFA Conference LeagueSports2.43×
12R.S.C. AnderlechtSports2.40×
13FIFA World Cup 2026Sports2.31×
14Premier LeagueSports2.24×
15Real Madrid C.F.Sports2.05×
16FIFA World CupSports2.02×
17Club Brugge KVSports1.97×
18K.R.C. GenkSports1.82×
19AutoScout24Cars & Mobility1.79×
20SoccerSports1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bwin audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Bwin audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.26×
PatriotismCONSERVATISM1.08×
SpiritualityBALANCE1.03×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bwin audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.34×
CreativityOPEN0.47×
MindfulnessBALANCE0.57×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bwin's target market in Belgium?

Bwin's target market in Belgium covers an estimated 1,672,428 people, concentrated in Hainaut and Liege.

02

What is the gender split and age of Bwin customers?

21.7% of the Bwin audience are female, 78.3% are male, with an average age of 43.2 years.

03

Which brands do Bwin fans like most?

Bwin fans show strongest brand affinity for Royale Union Saint-Gilloise (4.64×), Club Brugge KV (1.97×), and Unibet (4.66×) over the country average.

04

Where do Bwin fans live in Belgium?

Bwin fans in Belgium are most concentrated in Hainaut (reach ~300K), Liege (reach ~200K), and Antwerp (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Bwin fans also like?

Beyond Bwin itself, the audience over-indexes on Club Brugge KV (1.97×), Unibet (4.66×), AutoScout24 (1.79×), and UEFA Champions League (2.46×) compared to the Belgium average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Betting audiences in Belgium

See Bwin audiences in other countries

How to read this data

Audience size is the estimated number of people in Belgium who actively search for Bwin. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Belgium. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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