Based on data from several studies, we analyzed the online gambling audience: who plays online casinos and bets on sports, how these users differ, and what factors influence their behavior. We examined age groups, player motivations, popular gaming formats, and the role of mobile devices.

Main segments of the online gambling market

Online gambling includes several verticals: casinos, sports betting, lotteries, bingo, and other formats. At the same time, market structure depends on geography and the methodology of a specific study. For example, Mordor Intelligence estimates casinos as the largest segment of global online gambling in 2025, while sports betting was the largest online vertical in Europe by revenue. Therefore, figures from different studies should not be compared directly without considering their methodology.

The growth of mobile usage is also worth noting. In Europe, mobile devices accounted for 58.74% of online gambling revenue in 2025, according to Mordor Intelligence estimates. Market studies also point to higher growth rates in the mobile segment compared with desktop.

By age, the largest group in the global market, according to Market Research Future’s 2025 estimate, was users aged 35-44, at 27.8%. At the same time, users aged 25-34 were identified as the fastest-growing group: the study forecasts a 13.5% compound annual growth rate for this segment.

In the sportsbook segment, pre-match betting still plays the main role, but live betting is growing faster. Market Research Future estimates the share of pre-match betting at 52.4% in 2025 and forecasts a 12.8% compound annual growth rate for live betting.

Age characteristics of the online gambling audience

Age affects how people use online gambling, but it does not explain user behavior on its own. Income, digital habits, interest in sports, preferred products, and usage frequency also have an impact.

According to Market Research Future, the 35-44 age group was the largest age segment in 2025, with a 27.8% share of the global online gambling market. The study links this group’s appeal to high disposable income. At the same time, users aged 25-34 make up the fastest-growing age segment.

For the 18-24 group, MRFR reports a 16.8% share. Among the factors associated with demand from this audience, the study notes mobile formats, digital behavior, esports, and social media promotion. However, these characteristics should not be viewed as a universal profile of all young players: behavior varies significantly between countries and products.

For users aged 45-54, MRFR estimates the market at $16.89 billion in 2025. Since this is a figure from a specific market model, it should not be directly compared with the percentage shares of other age groups without considering the study’s methodology. For the 55+ audience, the study indicates a share of about 8.5% and notes interest in lotteries and bingo.

At the same time, age data from different studies can vary significantly. For example, Mordor Intelligence uses a different age structure and estimates the share of users aged 35-44 in the global customer segment in 2025 at 30.22%. Therefore, when using statistics, it is important to always specify the source and its methodology.

Online casino audience

The online casino audience is heterogeneous. Users differ by age, experience, frequency of gaming sessions, preferred products, and devices.

Main player motivations

Motivation depends on the product and the specific user. The most common factors include:

At the same time, potential winnings should not be viewed as the only motivation. For some users, the gameplay itself, the product format, and platform usability are important.

Preferences in gaming formats

The online casino offering includes several main categories.

• Slots: one of the key online casino formats. They feature a wide variety of themes and game mechanics.
• Table games: roulette, blackjack, baccarat, and other classic formats.
• Live casino: games with a host that are streamed in real time.
• Crash games: short rounds with dynamically changing game multipliers.
• Instant games: games with quick results, including various arcade and casual mechanics.
• Fishing and arcade games: more interactive products available in certain regional markets.

The specific popularity of these formats depends on the country, regulation, operators’ product policies, and the characteristics of the local audience.

Sportsbook audience

The sportsbook audience differs from the online casino audience primarily in the context of use. In casinos, users interact directly with game mechanics, while in betting, the object of interest is an external event: a sports match, tournament, or competition.

Mobile access plays an important role here. A smartphone lets you follow a match, track odds changes, and place bets directly during the event. A UK Gambling Commission study also shows a link between in-play betting and mobile use: 74% of study participants who placed live bets used a mobile phone for gambling, compared with 50% of online gamblers overall.

Sportsbook player profile

For analytical purposes, the audience can be conditionally divided into several groups:

• fans: place bets on teams and competitions they follow regularly;
• regular players: use sportsbook services on an ongoing basis;
• occasional players: become active during major tournaments and individual sporting events;
• multi-sport players: bet on several sports.

This is a conditional behavioral segmentation, not an official market classification. One user can belong to several groups at the same time.

Mass-market sports, especially soccer, traditionally play the most prominent role in the sportsbook segment. At the same time, operators offer markets for tennis, basketball, hockey, motorsports, esports, and other disciplines.

Player motivations

For sportsbook audiences, potential payouts are not the only consideration. The main motivations may include:

• ⚽ Interest in sports: a bet makes watching a match more engaging.
• 💰 Possibility of winning: potential financial returns remain one of the factors influencing choice.
• 🔥 Emotions: uncertainty about the outcome increases interest in the event.
• 📊 Analytics: some players independently study teams, statistics, and odds.
• 🎯 Participation in the event: a bet becomes an additional element of watching a competition.

Preferred bet types

The time when a bet is placed is one of the main differences within the sportsbook product.

Pre-match bets let you select an outcome in advance and review available information: team statistics, lineups, athlete form, and odds.

Live bets are placed after an event starts. Odds change based on what happens on the field or court, so this format involves more dynamic interaction.

According to Market Research Future, pre-match betting retained the majority share of the betting mix in 2025, while live/in-play betting showed higher growth rates. UK Gambling Commission data also indicates the notable prevalence of in-play betting among online bettors.

Similarities and differences between online casino and sportsbook players

The two segments share an audience, but the product interaction scenario differs significantly.

Similarities

• Mobile use. Smartphones and other mobile devices are an important access channel for both segments.
• Interest in potential winnings. Financial outcomes remain one factor in product choice.
• Emotional component. Anticipating the outcome can affect engagement.
• Promotions and loyalty programs. Operators can use them to acquire and retain users.
• Audience overlap. A user can use both casino and sportsbook products at the same time.

Differences

The main difference lies in the context of interaction with the product. In online casinos, users participate directly in the game, while in the sportsbook segment, a bet is tied to an external event: a match, tournament, or competition.

At the same time, the boundary between these audiences is not rigid: one user can both play casino games and place sports bets. Therefore, when analyzing an audience, it is important to consider not only demographic characteristics, but also interests, behavior, and preferred product type.

What determines player behavior

It is advisable to analyze the online gambling audience across several parameters at once:

1. Age: different groups have different digital habits and product preferences.
2. Interests: sports audiences interact more often with sportsbook products, while interest in specific gaming formats matters more for casinos.
3. Device: mobile is becoming one of the main ways to access online gambling.
4. Usage frequency: the behavior of regular and occasional users can differ significantly.
5. Product type: slots, live casino, sports betting, and live betting involve different interaction scenarios.
6. Geography: market structure depends on regulation, product availability, and local consumer habits.

Data sources:

• https://www.marketresearchfuture.com/reports/online-gambling-market/toc
• https://www.mordorintelligence.com/industry-reports/online-gambling-market
•  https://www.mordorintelligence.com/industry-reports/europe-online-gambling-market  
• https://www.gamblingcommission.gov.uk/statistics-and-research/consumer-gambling-behaviour/series/behaviour-awareness-and-attitudes
• https://www.softswiss.com/knowledge-base/online-gambling-casino-sportsbook-player-profiles/