Gambling has long been part of British culture, spanning everything from horse racing and seaside arcades to bingo halls and pools. A major turning point arrived with the Gambling Act 2005, which formally established the regulatory structure for internet-based gambling. Since then, rapid digitalisation, widespread smartphone use and app-driven platforms have transformed how people bet, shifting much activity from physical venues to online channels.
With over 90% of UK adults having internet access, according to the Gambling Commission, the conditions for online participation are strong. This digital migration affects not only engagement levels but also regulation, consumer protection and risk exposure.
The latest findings from the Gambling Survey for Great Britain (GSGB) highlight the scale of gambling participation:
Broader research also shows a steady long-term increase: online gambling participation rose from about 15% in Q1 2016 to roughly 26% in Q1 2023, reflecting the shift toward mobile and remote gaming options. Popular operators such as William Hill, betfair, TalkSPORT Bet, Netbet and betfred cater to a wide mix of interests, from in-play sports to online casino-style games.
| Metric | Approx. Percentage | Notes |
|---|---|---|
| Adults gambling in past 4 weeks (any form) | ~48% | Includes lottery-only participants |
| Adults gambling past 4 weeks (excluding lottery-only) | ~28% | Reflects active gambling behaviour |
| Adults gambling online (any form) | ~38% | Includes lotteries, casino games and betting |
| Adults gambling online (excluding lotteries) | ~16% | Indicates “pure” online gambling |
These statistics show that while online gambling continues to expand, a significant proportion of this growth is driven by lotteries rather than higher-risk betting or gaming products. A recent study focusing on the Indian market also notes how in-play betting is boosting the frequency of bets in newly regulated regions.
Frequency is an essential indicator of risk and behaviour. Although detailed UK-only online frequency data is less frequently released, one secondary source provides useful estimates across online and offline gamblers combined:
| Frequency | Approx. Share |
|---|---|
| Twice a week | ~20.3% |
| Once a week | ~32.0% |
| Once a month | ~31.7% |
| Less frequently | ~15.9% |
Although many adults engage only occasionally, a notable proportion gambles weekly or more—an important indicator for assessing risk. Major operators such as bet365 and SkyBet have successfully adapted to mobile-first behaviour, making frequent wagering more accessible.
Online gambling is climbing steadily as digital access becomes universal. According to the Gambling Commission, this growth continues despite a decline in both overall and in-person gambling participation. Smartphones, faster connectivity and app-based features have normalised betting on the go.
Lottery tickets—particularly National Lottery draws—account for the bulk of online gambling participation. GSGB data shows that 31% of adults purchased National Lottery tickets recently. Since these activities generally involve lower stakes and lower frequency, separating lottery-only players is vital when assessing higher-risk behaviours.
The UK’s online gambling sector is significant, generating nearly £4.9 billion in revenue during FY 2022/23.
Oversight of Britain’s gambling sector continues to evolve:
Given the dominance of online channels, regulatory changes tend to have broad and immediate effects. A recent Chilean analysis on betting strategies underlines essential principles such as bankroll management and avoiding emotional decisions.
Online gambling offers convenience but also increased exposure. Mobile notifications, live streaming and in-play markets can encourage more frequent betting. Commission data shows that people who gamble across multiple product types face a significantly higher risk of harm—those engaging with four or more gambling activities have elevated rates of at-risk or problem gambling. Frequency and product variety are therefore critical metrics.
For operators, online platforms reduce overheads and offer large-scale reach. However, enhanced regulatory requirements—such as customer monitoring, self-exclusion tools and financial limits—demand more robust compliance systems. Consumer safety is increasingly shaping operational frameworks.
The continued rise in online gambling has contributed to reduced revenue for land-based venues such as betting shops and bingo halls. While online gross gambling yield climbs, regulators debate taxation, licensing pressures and the allocation of funds for harm prevention and treatment. In Brazil, for example, a 2025 assessment of legalised bookmakers explored regulation, deposits and transparency measures relevant for bettors.
This indicates that “pure” online gambling is still slightly less common than in-person activity—though the gap continues narrowing as digital adoption grows.
Lottery draws remain the primary driver of online gambling activity. Since lottery participation usually involves smaller outlays and less frequency, distinguishing these players is important when analysing riskier behaviours.
GSGB research shows that people who gamble frequently or who use several gambling products—especially online slots—face a much higher risk of problem gambling. Online slot players, for instance, show more than five times the rate of problem gambling compared to the average gambler.
For those exploring reputable platforms, ToffeeWeb maintains a helpful guide to the best betting sites, subject to appropriate regulation and due diligence.
Nearly half of British adults gamble in some capacity, and online channels account for a large share of that activity. Around 38% gamble online each month (including lotteries), and 16% do so when lottery-only participants are excluded. Although many gamble infrequently, a significant portion engages weekly or more—patterns associated with heightened risk.
For operators, the digital channel offers opportunity but also increased regulatory scrutiny. For policymakers and public-health organisations, the challenge lies in balancing innovation with consumer protection in an environment shaped by mobile access, gamification, in-play betting and evolving consumer behaviour.
As participation levels stabilise, the intensity and diversity of online gambling are expected to grow, making strong oversight, consumer-education initiatives and accessible responsible-gambling tools essential for ensuring that gambling remains a safe, enjoyable leisure activity rather than a source of harm.
Related Italy’s Evolving Strategy for Responsible and Education-Focused Gambling
