Traditional sports betting ranks as the most-used iGaming product in Blask’s April 2026 UK customer profile, ahead of lottery and casino games.
Traditional sports, including football and cricket, accounted for 30 per cent of responses, followed by lottery at 25 per cent. Casino products, a category covering blackjack, roulette, baccarat, live dealer offerings and other card or dice games, recorded 20 per cent. Slots and other instant-win games accounted for 15%.
Sports betting heads a varied product mix
Console-based esports, such as FIFA, PES and NBA titles played by real gamers, recorded 12 per cent, ahead of poker or rummy at 10 per cent.
Other esports titles, including CS, Dota 2 and League of Legends, accounted for 8 per cent, matching bingo. Fantasy sports recorded 7 per cent, virtual sports 5 per cent, and entertainment and politics 4 per cent.
UK leads Europe in estimated monthly revenue
The UK’s product preferences sit within a market that led Europe on both peak estimated monthly revenue and peak brand interest in the SiGMA Europe Market Report 2026. Drawing on Blask data from September 2025 to August 2026, the report puts the UK’s highest estimated monthly revenue at $998.6 million in May 2026. Estimated revenue remained close to $1 billion through August.
The UK’s Blask Index peaked earlier, reaching 54.39 million in December 2025. The Index measures aggregated interest in gaming brands, inferred from attributed search activity and digital engagement signals. Revenue figures are modelled estimates indicating market scale and relative performance.
Younger adults account for most of the customer profile
Adults aged 25–34 represented the largest age group in the April profile at 30 per cent, followed by those aged 18–24 at 25 per cent. Together, under-35s accounted for 55 per cent.
Players aged 35–44 represented 20 per cent, those aged 45–54 accounted for 15 per cent, and people aged 55 or above made up 10 per cent.
Annual income was concentrated in the lower brackets: 40 per cent reported earning under £20,000, while 30 per cent earned between £20,000 and £40,000. A further 15 per cent reported £40,000–£60,000, 10 per cent earned £60,000–£80,000, and 5 per cent earned £80,000 or more.
Employees accounted for 60% per cent of the profile, with the self-employed and students each representing 10 per cent. Half reported university as their highest level of education, while another 5 per cent reported postgraduate education.
Convenience features prominently in gambling motivations
Being able to play without leaving home was the most frequently reported motivation in both the sports betting and casino lists, at 25 per cent and 28 per cent, respectively.
Playing from any convenient location accounted for 22 per cent of sports betting responses and 18 per cent of casino responses. Boredom featured more prominently for casino betting, at 22 per cent, compared with 18 per cent for sports betting.
Earning money was cited by 15 per cent for sports betting and 18 per cent for casino betting. These responses suggest that accessibility and everyday convenience deserve attention alongside competition and financial motivations.
Social media leads brand touchpoints as risk remains relevant
Social media was the most frequently reported brand touchpoint in the United Kingdom at 40 per cent, followed by YouTube at 35 per cent, online search at 30 per cent and internet advertising at 25 per cent. Friend recommendations and television commercials each recorded 20 per cent.
The supplied profile classified 55 per cent as non-problem gamblers, 30 per cent as low-risk, 10 per cent as moderate-risk and 5 per cent as problem gamblers.
Rome sets the scene, but the future is the focus. From 02–05 November 2026, SiGMA World brings 30,000 industry leaders together to explore what’s next and who to build it with. Come for the conversations, stay for the possibilities.