The Gambling Regulatory Authority of Ireland (GRAI) has gained deeper insight into gambling behavior in the country: more than half (54%) of online gamblers hold a second account.
A study conducted by the Economic and Social Research Institute (ESRI) examined the habits of approximately 1,000 adult gamblers. This is one of the most comprehensive studies commissioned by the GRAI since it officially began its regulatory duties in March 2025, intended to inform its ongoing oversight efforts.
As expected, online gambling remains the most prevalent form of betting. Over the past 12 months, 77% of respondents engaged in online gambling, 59% participated in offline (land-based) gambling, and 44% took part in both.
The research also revealed a strong interest in various forms of gambling; among users who opened online accounts for sports betting, nearly 40% went on to try other gambling products, such as iGaming, slot machines, or scratch cards.
Regarding the ownership of multiple accounts, in addition to the 54% who opened a second account—often in search of better odds or promotional offers—approximately 10% of online gamblers hold four or more accounts.
In terms of marketing, an interesting finding is that gambling operators may not be particularly effective at driving user engagement: only one in seven respondents indicated that their most recent online gambling activity was directly prompted by an email, app notification, or advertisement.
Gambling continues to have negative consequences for some: one-fifth of online gamblers admitted that gambling took time away from their family or work, a sentiment echoed by one-seventh of those who gamble offline.
Furthermore, losses are more common than breaking even or making a profit. 57% of online gamblers and 50% of offline gamblers reported having less money after their most recent gambling session than they did when they started. A total of 25% of respondents indicated that they are reducing—or planning to reduce—their gambling activities. However, among this group, one-third reported that their current gambling expenditure remains the same as, or is even higher than, it was the previous year. Finally, the ESRI report notes that respondents generally found it much easier to open an online gambling account and make a deposit than to close an account and withdraw any winnings; this disparity stems from a complex interplay of both technical barriers and psychological factors.
Anne Marie Caulfield, CEO of the Gambling Regulatory Authority of Ireland (GRAI), stated: “One of the statutory functions of the GRAI is to monitor and assess developments in gambling practices—both domestically and internationally—to identify potential risks that could lead to an increase in gambling-related harm.”
“To identify concerning gambling behaviors and evaluate the effectiveness of existing regulatory measures, we need a deep understanding of the actual experiences consumers have during their day-to-day gambling activities—particularly within the increasingly prevalent online gambling environment. It is against this backdrop that the GRAI commissioned the ESRI to conduct this research, with the aim of gaining a comprehensive grasp of gambling behaviors in the real world.”
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