UK players turn to gambling for escapism

In a comprehensive report derived from the Gambling Survey for Great Britain, the UK Gambling Commission (UKGC) has identified key motivators influencing the gambling behaviors of UK players, with escapism emerging as a significant factor.

On January 30, the UK Gambling Commission released supplementary research linked to the Gambling Survey for Great Britain (GSGB), initially published in July. This survey stands out as the first expansive assessment of gambling behavior in Britain, elucidating the core motivations propelling players across various gambling verticals.

This latest inquiry, referencing insights from the Reasons for Gambling Questionnaire (RGQ), examines the interplay between diverse gambling activities and the underlying motivations driving players to engage with these activities.

The RGQ comprised a structured set of 15 questions targeting participants’ motivations for gambling. Individuals who gambled within the past year were prompted to assess how frequently each listed reason aligned with their main motivator, choosing from options that included ‘always’, ‘often’, ‘sometimes’, or ‘never’.

The UKGC emphasized that this survey is crucial for the sector, as it offers a more nuanced understanding of the relationship between motivation and gambling activities, thereby shedding light on overall gambling behavior and its potential consequences.

The dataset for this analysis was drawn from 9,742 adults aged 18 and above, collected between July 2023 and February 2024.

What Motivates Gamblers?

According to the findings from the GSGB, an overwhelming 86% of respondents who had participated in gambling over the past year indicated that their primary motivation was to win substantial monetary rewards.

The second most prevalent motivation was the enjoyment factor, with 70% of players citing it as their primary reason for gambling. Other notable motivations included the desire to make money (58%) and the thrill of excitement (55%).

The motivations to ‘impress others’ and ‘compete with others’ were notably lower, with only 8% and 9% of respondents, respectively, selecting these options. Additionally, 24% reported gambling primarily for social interaction.

Interestingly, motivations for gambling varied by age group. For instance, in the 18 to 24 age bracket, the desire for fun outstripped the pursuit of winning big, with 83% citing enjoyment as their primary motive, compared to 79% who prioritized monetary gain.

Furthermore, among respondents who had gambled consistently over the past four weeks, 39% indicated that their primary motivation was to win large sums, while 22% sought to make money, and 15% engaged in gambling primarily for enjoyment.

Breaking Down Behaviors by Vertical

The research employed a Principal Component Analysis (PCA) to distill the data set, providing a value for each motivation within a broad spectrum of behaviors categorized as: social reasons, enhancement motives, monetary incentives, recreational factors, and coping mechanisms.

In the realm of online betting, the analysis revealed that enhancement was the primary motivator identified by participants. The UKGC noted that the rationale of gambling as a means to cope or escape daily stress was most strongly linked to online sports betting and racing. Conversely, those engaging in in-person sports betting and racing cited the challenge as their predominant motivation.

Moreover, participants in online bingo, casinos, and slots primarily reported gambling as a method to cope or escape. Overall, casino gaming—both online and in-person—was largely associated with motivations revolving around the pursuit of challenge or escapism.

Interestingly, the data indicated a stronger correlation between escapism and online casino gaming than with traditional in-person casino experiences.

In-person gambling activities were identified as having the strongest social motivations. Notably, in-person bingo and casino gaming ranked highest in this regard, while sports betting did not demonstrate any significant association with social motivations.

Data suggested that players gambling for social reasons were less inclined to participate in online sports and racing betting. A deeper analysis revealed that financial gain was not the predominant motivator across the majority of gambling activities. “Exceptions to this trend were primarily associated with National Lottery products, including tickets, scratchcards, and online instant wins, which offer the potential for substantial earnings,” the UKGC reported.