A data profile of the people who buy, follow and care about Online gambling in United Kingdom — modelled from more than twelve digital signal sources. Online gambling has an estimated audience of 6,131,910 people in United Kingdom.
The average Online gambling fan in United Kingdom is 43.1 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 Betfair, Manchester United F.C., Betfred, with strongest over-indexing on Betfair (5.33× the country average).
Demographically, the Online gambling audience skews more male with an average age of 43.1, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Online gambling fan in United Kingdom is more male, around 43.1 years old, with strong Patriotism tendencies and a notable affinity for Betfair.
The key figures that characterise the Online gambling profile in United Kingdom.
33.8% are female, 66.2% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 33.8% |
| Male | 66.2% |
| Average age | 43.1 |
| Estimated audience size | 6,131,910 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 29% |
Where the Online gambling audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~400K | 1.37× | |
| 02 | North East | ~300K | 1.30× | |
| 03 | Yorkshire and the Humber | ~600K | 1.25× | |
| 04 | Wales | ~400K | 1.08× | |
| 05 | Scotland | ~600K | 1.06× | |
| 06 | South East | ~900K | 1.05× | |
| 07 | Northern Ireland | ~200K | 0.96× | |
| 08 | East of England | ~500K | 0.95× | |
| 09 | England | ~4.5M | 0.88× | |
| 10 | East Midlands | ~400K | 0.85× | |
| 11 | South West | ~400K | 0.76× | |
| 12 | North West | ~400K | 0.64× |
The strongest cross-interests of the Online gambling audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Betfair | Games | 5.33× | ||
| 02 | 32Red | Games | 5.00× | ||
| 03 | Sports betting | Games | 3.40× | ||
| 04 | Sporting Life (British newspaper) | Sports | 3.26× | ||
| 05 | Ladbrokes | Games | 3.21× | ||
| 06 | Casino | Games | 3.17× | ||
| 07 | Betfred | Games | 3.11× | ||
| 08 | Gala Bingo | Games | 3.05× | ||
| 09 | Sky Bet | Games | 3.04× | ||
| 10 | Team sport | Sports | 2.70× | ||
| 11 | William Hill (bookmaker) | Games | 2.65× | ||
| 12 | Paddy Power | Games | 2.58× | ||
| 13 | BBC Sport | Sports | 2.36× | ||
| 14 | UEFA Champions League | Sports | 2.31× | ||
| 15 | Gambling | Games | 2.31× | ||
| 16 | Manchester United F.C. | Sports | 2.09× | ||
| 17 | Premier League | Sports | 2.04× | ||
| 18 | FIFA World Cup | Sports | 1.88× | ||
| 19 | Soccer | Sports | 1.79× | ||
| 20 | FIFA World Cup 2026 | Sports | 1.73× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.55× | |
| Need for Security | CONSERVATISM | 1.20× | |
| Risk Appetite | THRILL | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.62× | |
| Pet Ownership | JOY | 0.65× | |
| Mindfulness | BALANCE | 0.68× |
Online gambling has an estimated audience of 6,131,910 people in United Kingdom, concentrated in England and South East.
33.8% of Online gambling fans are female, 66.2% are male, with an average age of 43.1 years.
Online gambling fans show strongest brand affinity for Betfair (5.33×), Manchester United F.C. (2.09×), and Betfred (3.11×) over the country average.
Online gambling fans in United Kingdom are most concentrated in England (reach ~4.5M), South East (reach ~900K), and Yorkshire and the Humber (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Online gambling itself, the audience over-indexes on Manchester United F.C. (2.09×), Betfred (3.11×), FIFA World Cup (1.88×), and Sky Bet (3.04×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Online 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.
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.
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