Key points:
- The GSGB report explores the motivations behind gambling and how they relate to specific gambling activities
- Financial gain is a key motivator for National Lottery participants, whereas fun and excitement drive other forms of gambling such as sports betting and online bingo
- Social motives are stronger in in-person gambling activities – particularly bingo – but are less prominent in online gambling
The Gambling Survey for Great Britain (GSGB) has published a detailed report examining the reasons why people gamble and how these motivations align with different gambling activities.
Conducted by the University of Glasgow in partnership with the National Centre for Social Research, the report builds on findings from the GSGB Annual Report (2023) and aims to provide a more nuanced understanding of gambling behaviours in Great Britain.
A key focus of the report is the use of the Reasons for Gambling Questionnaire (RGQ), which was first introduced in the British Gambling Prevalence Survey. This tool allows researchers to assess gambling motivations beyond just financial incentives, hoping to ensure an approach that considers the perceived benefits of gambling alongside its potential risks.
The findings indicate that the most common motivations for gambling among British adults are the chance of winning big money (86%), gambling as a fun activity (70%), the potential to make money (58%) and the excitement of gambling (55%).
These reasons vary significantly depending on the gambling activity involved, however. For instance, the desire to win big is a primary motivator for those who participate in the National Lottery, where large jackpots are a key draw.
This aligns with previous research that categorises some gamblers under the ‘For the Money’ typology – individuals who engage in gambling despite understanding the low probability of significant winnings.
However, financial motivation is not the predominant factor for many other gambling activities. Fun and excitement are key reasons for participation in private betting, football pools, online sports betting, online bingo and certain National Lottery games such as scratchcards.
Good to know: The GSGB report highlights the importance of examining gambling behaviours in a multi-faceted way, rather than treating gambling as a singular activity
Another notable finding from the report is the distinction between in-person and online gambling motivations.
Social reasons for gambling are much more prevalent among those who gamble in person, particularly in activities such as bingo, which fits within the ‘Social Play’ and ‘Along for the Ride’ typologies.
On the other hand, while online platforms offer opportunities for social interaction, the study finds that social motives are less likely to drive online gambling participation.
The researchers plan to expand this analysis in the future, incorporating demographic variations and further investigating how gambling motivations evolve over time.
