Reports
Author(s): Collerton, Eleanor ; Dercsenyi, Balint ; Faluvegi, Andreea ; Li, Cindia ; Persian, Ruth ; Rahim, Nilufer ; Ranganathan, Akila ; Stojanov, Jelka ; Woodhouse, Libby
Publisher: BIT (The Behavourial Insights Team)
Year Published: 2025
Date Added: May 29, 2025
Resource Type: Research report
This research report explores young people’s attitudes, beliefs, and engagement in gambling-related activities surrounding the UEFA Euro 2024 football tournament. The goal was to better understand what young people in the United Kingdom enjoy, what concerns they may have, any changes they would like to see, and the potential influence of this exposure to the tournament on their gambling behaviour. The researchers conducted interviews, a diary study, and workshops to gather qualitative data. Participants were 40 young people aged 16 to 24, split into two age groups: 16 to 17-year-olds and 18 to 24-year olds. Findings include:Young people reported encountering gambling marketing during the tournament, especially through social media channels. Some expressed concern about the normalization of gambling, especially related to major sports events.For 16 to 17-year-olds, gambling behaviours generally remained the same as before the tournament. However, for 18 to 24-year-olds, those who reported gambling regularly indicated that they increased their gambling activity during the tounament.Internal impulses (e.g., for fun, excitement, financial gain, to test knowledge of sports) and external triggers (e.g., observing peers and influencers gambling) often increased young people's motivation to gamble. Young people expressed concerns about the regulation of gambling advertising, addressing misconceptions about gambling, and safer gambling.
This research report explores young people’s attitudes, beliefs, and engagement in gambling-related activities surrounding the UEFA Euro 2024 football tournament. The goal was to better understand what young people in the United Kingdom enjoy, what concerns they may have, any changes they would like to see, and the potential influence of this exposure to the tournament on their gambling behaviour. The researchers conducted interviews, a diary study, and workshops to gather qualitative data. Participants were 40 young people aged 16 to 24, split into two age groups: 16 to 17-year-olds and 18 to 24-year olds.
Findings include:
