New Irish Study Raises Regulatory Considerations

New Irish Study Raises Regulatory Considerations

The Gambling Regulatory Authority of Ireland (GRAI) has shared the results of a recent behavioural study focused on how betting incentives, specifically free bets and money-back promotions, can affect the way individuals engage with gambling products. The findings may play a role in shaping future regulatory approaches, particularly regarding how betting operators deploy promotions in the lead-up to major sporting events.

The study was conducted as the country prepared for the UEFA Euro 2024 football tournament. Researchers surveyed a sample group of 622 Irish men under the age of 40, aiming to better understand how specific marketing scenarios could alter their decisions in realistic betting situations. Participants were presented with multiple betting options, including some with and without promotional elements. The outcomes showed consistent shifts in behaviour depending on the presence of incentives.

One of the more notable observations was the increase in projected spend when promotions were offered. On average, individuals reported being willing to wager around 11 percent more when incentives were part of the betting offer. That trend held even when the bet in question came with lower odds or was otherwise less favourable. In scenarios without any incentive attached, willingness to select such options dropped significantly.

Researchers also tested whether certain promotional tools could lead to poorer decision-making. In scenarios offering a free bet, over one-quarter of participants chose a less statistically favourable option. When the same offer was removed, the number dropped to just under 8 percent. A similar effect was recorded with money-back guarantees, which increased the number of participants opting for suboptimal bets by a notable margin.

The data showed that promotional tools influenced not just the likelihood of placing a bet, but also the size of the stake. In scenarios where the odds remained unchanged, individuals receiving bonus offers were found to allocate nearly four times as much money as those who were not shown any incentive. This finding suggests that the impact of these promotions may extend beyond brand or product preference to influence risk-taking and behavioral change.

The study also examined how these effects varied across different categories of gambling behaviour. Using the Problem Gambling Severity Index (PGSI), participants were grouped based on risk levels. Among those identified as higher risk, the influence of promotions was significantly more pronounced. Participants in the “Problem Gambling” and “Moderate Evidence” groups more than doubled their spending on incentive-based bets when compared to identical bets without a bonus attached.

Even among those considered lower-risk, the presence of promotional tools still resulted in a measurable increase in both spending and the likelihood of selecting less advantageous betting options. While the scale of the increase was smaller, the consistency across all groups led researchers to suggest that the behavioural effect of incentives may be widespread.

The findings have prompted a broader discussion about how promotions operate within the gambling sector. According to the report, the mechanics of gambling incentives differ substantially from typical marketing strategies in other consumer industries. Rather than simply guiding brand loyalty or timing of purchase, gambling incentives appear to actively shape decision-making and influence levels of financial engagement, often in ways that may not align with the consumer's long-term interests.

The report stopped short of making formal recommendations but pointed to international examples where tighter restrictions on promotional betting have been introduced. One such reference was Spain, where sign-up bonuses have been banned and existing offers have been capped at specific monetary values. The researchers suggested that such policy models could serve as a basis for further debate in Ireland's regulatory development.

The GRAI commissioned the study as part of its early research efforts after its establishment under Ireland's new gambling regulatory framework. While the Authority has yet to announce any new enforcement actions or rule changes, the report is expected to inform its future decisions on advertising, promotions, and player protection.

The release of the findings comes at a time when promotional betting remains widespread, especially during international sports tournaments where advertising campaigns typically intensify. For operators, the use of bonuses has been a long-standing component of customer acquisition strategies. However, growing scrutiny from regulators and public health stakeholders may prompt adjustments to how such tools are used, particularly in digital environments where betting access is immediate and frequent.

From a regulatory standpoint, the emerging concern is not just whether promotions attract players, but whether they alter risk perception, spending decisions, and player control over wagering habits. The GRAI study supports that view, providing empirical data that links specific forms of promotional engagement to both increased expenditure and potentially riskier choices.