2025 Sports Bettor Demographics: Who Bets, Where, and How?

The realm of sports betting is constantly changing, with evolving player bases and booming new markets reshaping the industry right here in Ireland and across the globe. At CasinoRank, we're dedicated to bringing you the scoop on the latest and most significant shifts in sports betting. We'll cover who's having a punt, where they're located, and what they're backing. This deep dive into demographics will reveal surprising trends across age groups, genders, and regions, offering crucial insights for industry players navigating this dynamic Irish market.

Sports Betting in Ireland: The 2025 Snapshot

The sports betting industry has seen remarkable expansion through 2025. While participation rates vary globally, here in Ireland and the UK, we're seeing more mature markets with participation around 8%. This is likely due to our well-established regulatory frameworks. Mobile technology continues to be a massive driver, making it easier than ever to get a bet on, and personalisation is key, with platforms tailoring experiences to what we like. We've also seen a big move towards in-play betting and more social betting platforms, reflecting what a younger, diverse audience is looking for.

Who's Having a Punt in Ireland and Beyond?

Sports bettors differ significantly across regions, influenced by culture, regulations, and sporting traditions. These regional variations create unique betting markets, with operators constantly tweaking their offerings to suit local tastes. From football-mad Europe to cricket-centric Asia, understanding these differences is vital for anyone in the industry.

European Sports Bettors

Across Europe, betting engagement varies, with Spain (38%) and Italy (36%) leading among major economies. However, the UK and Ireland sit at a more modest 8%, likely due to market maturity. Men still dominate participation, hitting 64% in France and 66% in Spain. Football is the top choice for a flutter, but basketball is huge in Spain, tennis in France, and horse racing remains a favourite here in Ireland and the UK. Live, in-play betting is particularly popular across the continent.

Asian Sports Bettors

Asia's betting scene is exploding, led by India and Bangladesh (both 34%), with strong male dominance – India at 88%, Bangladesh at 78%. Cricket is king in South Asia, while basketball and esports are massive in East Asia. Mobile betting is the norm, with over 80% using smartphones. Regulations differ quite a bit, and big cultural events like festivals and cricket tournaments lead to significant spikes in betting activity.

American Sports Bettors

The US market is rapidly expanding following legalisation, though participation (19%) is still catching up to global averages. It boasts the highest proportion of female bettors globally (58%). Top sports include basketball, football, and baseball. Over 70% bet via mobile, with fantasy sports and prop bets growing fast. Disparities in regional and regulatory approaches mean it's a fragmented but seriously fast-moving market.

Other Regions

Africa leads in sheer participation numbers – Kenya (83%), South Africa (74%), Nigeria (65%). Latin America also sees high rates – Peru (59%), Brazil (41%), Argentina (40%). Male bettors dominate, making up around 76% in Nigeria and South Africa. Football is the main event, with basketball and rugby also popular in Brazil and South Africa. Betting is overwhelmingly mobile-first, with prepaid systems and social features being crucial in markets where banking access is limited.

The Typical Irish Punter: Who Are They?

The demographic makeup of sports bettors varies quite a bit globally, reflecting local culture, economic conditions, and sporting traditions. Age groups, gender participation, and generational preferences all shape distinct betting communities in different regions, which in turn influences how betting products and marketing are developed.

Age Matters When You Bet

Sports bettors show clear age-related patterns across different markets:

• Prime Betting Age Brackets:

  • Globally, the sweet spot is often between 25-34 and 35-44 year olds.
  • New punters tend to be in the 26-35 age range.
  • Long-time bettors are typically aged 36-45.
• Regional Variations:

  • Asian markets skew younger, with the 21-30 age bracket showing the most activity.
  • Here in Europe, including Ireland, the 30-45 age range shows stronger engagement with betting.
  • North America sees a broader age distribution, with a significant number of bettors over 45.
• Mobile Action by Age:

  • Those under 35 are glued to their phones, with 92% preferring mobile platforms.
  • The 35-45 group is split, with 68% on mobile and 32% on desktop devices.
  • Punters over 45 still show a preference for desktop usage, at 41%.

The data shows a clear shift in betting habits across generations. Younger Irish bettors favour quick, mobile-friendly betting options. This generational change is pushing product development towards more interactive and social experiences that resonate with digitally savvy bettors, while still offering traditional options for established players.

Gender Breakdown in Betting

Sports betting globally is still largely male-dominated, with about 70% male participation worldwide. However, there are some interesting variations:

• Highest Female Participation Rates:

  • United States (58% female) - this is quite an outlier compared to global trends.
  • Brazil (47% female) - getting close to gender parity.
  • New Zealand (38% female) - highest in Oceania
• Lowest Female Participation Rates:

  • Australia and India (both 12% female)
  • Bangladesh (22% female)
  • Nigeria and South Africa (24% female)
• Regional Patterns:

  • European markets average 32% female participation
  • Asian markets show lowest female engagement at 17% average
  • North American market leads in female participation at 44% average

The gender disparity appears influenced by cultural factors, sports marketing traditions, and regulatory approaches. Markets with the highest female participation typically feature more diverse betting options beyond traditional male-dominated sports. The U.S. market's female-majority status represents a significant departure from global norms, potentially reflecting the integration of betting with fantasy sports and social gaming, which historically attracted higher female participation. Industry analysts project female participation will continue rising globally, with an estimated 5-8% increase across most markets by 2027.

Generations

Generational differences significantly influence betting preferences and behaviors:

Gen Z (24% of global bettors):

• Strong preference for esports betting (42% higher than average)
• Highest engagement with microbetting and player prop markets
• More likely to engage through social platforms and streaming integrations
• Prefer cryptocurrency payment options at 3x the rate of other generations

Millennials (27% of global bettors):

• Balance traditional sports with emerging betting markets
• Highest adoption rate of mobile betting platforms
• Strong preference for in-play betting options
• Most likely to engage with gamified betting features

Other Generations (49% of global bettors):

• Higher loyalty to traditional betting markets (football, horse racing)
• Longer average session times on betting platforms
• Greater preference for pre-match betting over in-play options
• More likely to utilize desktop platforms and physical betting locations

The rising influence of Gen Z is accelerating integration between traditional sports betting and gaming mechanics, while established operators maintain traditional offerings to serve their core customer base.

How Does Country Culture Affect Sports Bettors?

National culture fundamentally shapes sports betting behaviors worldwide, creating distinct regional patterns. In the UK and Australia, open betting cultures embrace wagering as social recreation, with pub betting integrated into match-viewing traditions. Continental European bettors typically favor sophisticated statistical approaches, particularly in football (soccer) markets.

By contrast, Asian markets demonstrate strong preferences for in-play betting sports. They tend to go for lower-margin handicap systems and a combination of table games with sportsbooks.

American bettors increasingly gravitate towards parlay bets, player props and same-game combinations. Meanwhile, emerging Latin American markets blend traditional match outcome bets with passion-driven team loyalty wagers.

These cultural distinctions impact everything from preferred bet types and risk tolerance to regulatory expectations, compelling sportsbook operators to develop market-specific approaches rather than one-size-fits-all solutions.

What are the Most Betted Sports in the World?

Betting preferences vary significantly by region, reflecting local sporting traditions and cultural preferences:

Europe:

• UK/Ireland: Football, Horse Racing, Tennis, Greyhound Racing
• Spain: Football, Basketball, Tennis, MotoGP
• Italy: Football, MotoGP, Formula 1, Basketball
• Germany: Football, Tennis, Handball, Winter Sports

Asia:

• India: Cricket, Football, Kabaddi, Tennis
• Bangladesh: Cricket, Football, Kabaddi, Badminton
• Australia: Australian Rules Football, Rugby, Cricket, Horse Racing

Americas:

• USA: American Football, Basketball, Baseball, Ice Hockey
• Canada: Ice Hockey, Basketball, American Football, Soccer
• Brazil: Football, MMA, Basketball, Volleyball
• Argentina: Football, Basketball, Tennis, Rugby

Africa:

• Nigeria: Football, Basketball, Athletics, Boxing
• South Africa: Rugby, Football, Cricket, Golf
• Kenya: Football, Athletics, Rugby, Basketball

These regional preferences drive significant differences in seasonal betting volumes and product development priorities, with operators increasingly customizing their offerings to match local sporting calendars and cultural events.

Trends & Innovations

The sports betting landscape continues to evolve rapidly, with several key trends reshaping the industry:

• Microbetting Expansion: Second-by-second betting markets growing at 34% annually, particularly popular among Gen Z bettors
• AI-Driven Personalization: Algorithmic customization of betting suggestions based on individual behavior patterns
• Integration with Media: Direct betting capabilities embedded within streaming platforms and sports content
• Social Betting Features: Peer-to-peer betting options and community engagement tools showing 47% growth
• Cryptocurrency Adoption: Digital currency payment options increasingly mainstream, with 28% of new accounts utilizing crypto
• Responsible Gaming Tech: Advanced player protection tools including personalized limits and behavioral monitoring
• Convergence with Gaming: Esports betting and gamified betting experiences blurring traditional industry boundaries

These trends reflect the industry's ongoing digital transformation and efforts to attract younger demographics while navigating an increasingly complex regulatory landscape.

Conclusion

The sports betting scene is marked by striking regional differences and shifting demographic trends globally. While long-established markets largely retain their traditional characteristics, rising participation in areas such as Africa and Latin America is driving fresh momentum across the sector. Despite persistent gender gaps in many parts of the world, countries like the United States are beginning to show signs of change. With each generation displaying distinct preferences, betting operators must balance innovation aimed at younger audiences with continued support for loyal, long-time customers. Grasping these evolving demographic patterns is essential for anyone looking to stay competitive in this fast-moving global arena.