Ireland: 54% of Online Gamblers Hold Multiple Accounts, Study Finds
Ireland.- 6 November 2026 | www.zonadeazar.com The Gambling Regulatory Authority of Ireland (GRAI) has published findings from a study of gambling behaviour showing that 54% of online gamblers hold more than one account.
The research, conducted by the Economic and Social Research Institute (ESRI), examined the experiences of 1,000 adults who participate in gambling activities.
The findings provide new insights into consumer behaviour, advertising influence and the difficulties some players experience when managing their accounts.
Online Gambling Dominates Among Respondents
The research highlights significant participation in digital gambling.
Key findings include:
- 77% of respondents had gambled online during the previous twelve months.
- 59% had participated in land-based gambling.
- 44% had engaged in both activities.
The figures demonstrate the importance of digital channels among the study’s participants.
However, the percentages relate to people who already gamble and should not be interpreted as representative of Ireland’s entire adult population.
More Than Half Hold Multiple Accounts
The study found that 54% of online gamblers had opened a second account.
The main motivations included searching for better odds and accessing promotional offers.
Approximately 10% of online players also reported holding four or more accounts.
This behaviour creates challenges for operators and regulators, particularly regarding player monitoring and the implementation of effective consumer protection measures.
Four in Ten Explore Other Gambling Products
The research also identified links between sports betting and other forms of gambling.
Nearly 40% of players opening an account for sports betting subsequently try other products, including:
- Online casino games.
- Slot machines.
- Scratchcards and instant-win games.
The findings highlight how customers may expand their gambling activity after joining a digital platform.
This information could help regulators assess the risks associated with participation across multiple gambling categories.
Advertising Shows Limited Immediate Influence
Another finding concerned the direct influence of gambling marketing.
According to the study, only one in seven respondents said their most recent online gambling session followed an email, app notification or gambling advertisement.
This suggests that much gambling activity is not directly triggered by an immediately preceding promotional message.
However, the research does not rule out the longer-term influence of advertising on consumer behaviour.
Gambling Interferes with Daily Responsibilities
The ESRI also examined how gambling affects time spent on personal and professional responsibilities.
The findings showed that:
- One in five online gamblers acknowledged that gambling took time away from family or work.
- One in seven land-based gamblers reported a similar experience.
These results provide relevant information for developing gambling harm prevention policies.
Most Online Players Lost Money in Their Latest Session
The study also examined the financial outcomes of respondents’ most recent gambling sessions.
According to the findings:
- 57% of online gamblers finished their most recent session with less money than they started with.
- 50% of land-based gamblers reported losses.
Furthermore, 25% of respondents said they were actively trying to reduce their gambling or planned to do so.
The results underline the importance of tools that help consumers understand and manage their spending.
Opening Accounts Is Easier Than Closing Them
Another finding concerned the experience of managing gambling accounts.
Participants frequently reported that opening an online account and depositing money was easier than closing an account or withdrawing winnings.
The ESRI identified a combination of technological obstacles and psychological factors contributing to these difficulties.
The findings could inform future regulatory standards covering registration, withdrawals and account closure.
GRAI Focuses on Player Protection
Anne Marie Caulfield, CEO of the GRAI, explained that one of the regulator’s responsibilities is to identify gambling practices that could increase the risk of harm.
She emphasised the importance of understanding consumers’ real-life experiences, particularly within digital environments.
The research will help inform future oversight and support assessments of Ireland’s regulatory framework.
Industry Impact and Next Steps
The study provides new insights into gambling behaviour in Ireland and highlights challenges for operators and regulators.
Multiple accounts, participation across different gambling products and difficulties withdrawing funds or closing accounts will be relevant considerations for market supervision.
With 54% of online gamblers holding multiple accounts, 57% reporting losses in their latest session and 25% seeking to reduce their gambling, the GRAI is strengthening its focus on consumer protection and the risks associated with digital gambling.
Edited by: @fonta
