Gambling Audience in United Kingdom
Gambling has an estimated audience of 13,460,529 people in United Kingdom. 42.6% are female, 57.4% are male, average age 43.2. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: William Hill (bookmaker), Betfred, Paddy Power, Betfair, Sky Bet.
The average Gambling fan in United Kingdom is 43.2 years old, more male, and lives primarily in England. The audience is concentrated in England, South East, Yorkshire and the Humber. Top brand affinities include William Hill (bookmaker), Betfred, Paddy Power, with strongest over-indexing on William Hill (bookmaker) (2.69× the country average). Demographically, the Gambling audience skews more male with an average age of 43.2, and over-indexes on personality traits such as Social Media Usage, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Games · Type: Topic
Demographics of Gambling fans
| Metric | Value |
|---|---|
| Female | 42.6% |
| Male | 57.4% |
| Average age | 43.2 |
| Estimated audience size | 13,460,529 |
Audience persona
The typical Gambling fan in United Kingdom is more male, around 43.2 years old, with strong Social Media Usage tendencies and a notable affinity for William Hill (bookmaker).
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 8,582,301 | 0.69× |
| South East | 1,645,949 | 0.91× |
| Yorkshire and the Humber | 1,533,280 | 1.42× |
| Scotland | 1,047,252 | 0.86× |
| South West | 1,013,234 | 0.92× |
| East of England | 985,823 | 0.8× |
| West Midlands | 806,585 | 1.4× |
| Wales | 782,885 | 1.02× |
| East Midlands | 774,976 | 0.82× |
| North East | 679,774 | 1.3× |
| North West | 633,797 | 0.44× |
| Northern Ireland | 592,268 | 1.43× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| William Hill (bookmaker) | 2.69× | Games |
| Betfred | 2.42× | Games |
| Paddy Power | 2.42× | Games |
| Betfair | 2.77× | Games |
| Sky Bet | 2.35× | Games |
| Premier League | 1.58× | Sports |
| Betway | 4.12× | Games |
| Screwfix | 1.87× | Home & Garden |
| National Lottery | 1.91× | Games |
| Casino | 2.4× | Games |
| National Lottery (United Kingdom) | 1.73× | Games |
| Sports betting | 2.65× | Games |
| Online gambling | 2.66× | Games |
| Manchester City F.C. | 1.67× | Sports |
| Racing Post | 1.98× | Sports |
| National Lottery (Ireland) | 1.69× | Games |
| Ladbrokes | 2.35× | Games |
| Toolstation | 1.62× | Home & Garden |
| Virgin Media | 1.59× | Technology & Electronics |
| Gala Bingo | 2.02× | Games |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Social Media Usage | JOY | 1.02 |
| Convenience Orientation | PREMIUM | 1.02 |
| Luxury Orientation | PREMIUM | 1 |
| Family Orientation | CONSERVATISM | 0.99 |
| Indulgence | JOY | 0.87 |
| Patriotism | CONSERVATISM | 0.87 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.0% |
| United Kingdom | 5.8% |
| India | 5.7% |
See Gambling audiences in other countries
More Games audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Music (37,354,190)
- Food (36,602,968)
Frequently asked questions
How many fans does Gambling have in United Kingdom?
Gambling has an estimated audience of 13,460,529 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Gambling fans?
42.6% of Gambling fans are female, 57.4% are male, with an average age of 43.2 years.
Which brands do Gambling fans like most?
Gambling fans show strongest brand affinity for William Hill (bookmaker) (2.69×), Betfred (2.42×), and Paddy Power (2.42×) over the country average.
Where do Gambling fans live in United Kingdom?
Gambling fans in United Kingdom are most concentrated in England (reach 8,582,301), South East (reach 1,645,949), and Yorkshire and the Humber (reach 1,533,280). These three regions account for the largest share of the active audience.
What other brands do Gambling fans also like?
Beyond Gambling itself, the audience over-indexes on Betfred (2.42×), Paddy Power (2.42×), Betfair (2.77×), and Sky Bet (2.35×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Gambling. 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.