At Least 4: Irish Study Finds 1 in 10 Online Gamblers Hold Multiple Accounts
A new study in Ireland has found that one in ten online gamblers holds a minimum of four gambling accounts. Even more, more than half of those who open accounts do not stop at a single operator, but move on to additional ones. What Pushes Players to Open More Than One Account? The findings, as […]
A new study in Ireland has found that one in ten online gamblers holds a minimum of four gambling accounts. Even more, more than half of those who open accounts do not stop at a single operator, but move on to additional ones. What Pushes Players to Open More Than One Account? The findings, as expected, are raising a series of questions regarding the simplicity with which consumers are able to move between gambling platforms and whether the right safeguards are enough to keep them protected. The Economic and Social Research Institute (ESRI) conducted the research on behalf of Ireland’s Gambling Regulatory Authority (GRAI). ESRI surveyed a representative sample of 1,000 gamblers regarding their online and in-person gambling habits, recent betting activity, exposure to advertising and attempts to reduce their gambling. According to the study, 77% of respondents had gambled online during the previous year, while 59% had participated in gambling in person. Some 44% had used both channels. Among online gamblers, 54% said they had opened a second account after registering with their first operator. Good odds, straightforward registration processes, and promotional offers were among the most frequently cited reasons. Around 10% of online gamblers reported having four or more accounts. Differences in Reported Losses Some 26% of online gamblers said they had lost a lot during their most recent gambling session, compared with 17% of those who gambled in person. Marketing was another area of concern, with one in seven respondents saying that their most recent online gambling session followed an email, app notification or gambling advertisement. Approximately one in five said they received gambling-related notifications every day. The study also revealed that consumers often considered opening an account or depositing money easier than closing an account or withdrawing winnings. Ireland’s Minister for Justice, Home Affairs and Migration, Jim O’Callaghan, said the findings would help the government and regulator develop an evidence-based framework that considers public health and social needs while ensuring effective oversight of the industry. At the same time, Pete Lunn, head of the ESRI’s Behavior Research Unit, noted that many people gamble for entertainment without experiencing harm. However, previous ESRI research estimated that one in 30 adults in Ireland experiences problem gambling, with additional people potentially at risk. GRAI chief executive Anne Marie Caulfield said the findings reinforced the need for stronger obligations on licensed operators, particularly regarding account opening and closure, spending limits and advertising restrictions. She also highlighted the fact that more than half of online account holders use multiple accounts, sometimes across several platforms simultaneously. The regulator plans to focus on practical consumer protections, including marketing standards, account controls and self-exclusion arrangements. The ESRI also called for further research into how website and app design, advertising and promotional activity may influence gambling behavior.