Irish Gambling Ads Prompt One in Seven Players to Bet

Highlights 

• An ESRI survey found that one in seven Irish gamblers said their latest online gambling session followed an operator message or gambling advertisement.
• Frequent promotional emails, app notifications, and gambling-related marketing have raised concerns about responsible advertising and player protection.

Irish gambling ads and operator messages are influencing player behaviour, according to new research from Ireland’s Economic and Social Research Institute (ESRI).

The study surveyed 1,000 Irish adults who had gambled during the previous year. It found that approximately one in seven respondents said their most recent online gambling session followed an email, app notification, or gambling advertisement.

The research also found widespread use of online gambling accounts. Four in five respondents held at least one account. 

Among account holders, 53% maintained multiple accounts, while 44% of all participants reported gambling both online and at land-based venues.

Promotional communications were common among account holders. Nearly two-thirds received marketing emails from operators, while 52% reported receiving app notifications. Another 16% received promotional text messages.

The frequency of these communications also raised concerns. Approximately one-quarter of respondents who received app notifications said they received them daily or more frequently.

The study also examined other reasons behind gambling activity. Around 16.4% of the most recent online gambling sessions were linked to boredom or stress. Meanwhile, 5.6% were associated with attempts to recover previous losses.

The findings highlight the influence of Irish gambling ads and direct operator communications on customer engagement. They also raise questions about how frequently gambling businesses should contact players with promotional offers.

For iGaming operators, responsible marketing and transparent customer communication will remain important. Stronger player-protection practices could help businesses maintain regulatory compliance and build long-term customer trust.

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