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UKGC: More than football – A Deep Dive into Euro 2024 Betting
Following on from this summer’s UEFA European Football Championship, Commission Research and Statistics Analyst Robyn Brummitt and Research and Impact Manager Caleb Adegbola discuss the impact of the tournament on consumer gambling behaviour.
“The 2024 UEFA European Football Championship (Euros) was a landmark event, not only for football fans but also for the gambling industry. This tournament provided us with a unique opportunity to explore the impact of the Euros on consumer behaviour, particularly following England’s impressive run to the final.
“Given that major football tournaments featuring the home nations occur only every two years, we partnered with our Consumer Voice research provider, Yonder, to explore betting behaviours, motivations, and the impact of promotional offers and advertising during this year’s Euros tournament. This research builds on our previous studies into gambling attitudes during major football events like the World Cup.”
What did Yonder do?
“Using Yonder’s omnibus survey (opens in new tab), we employed cross-sectional tracking to ask a series of questions to a total of 6,237 people across three waves, with just over 2,000 respondents participating in each. The first wave was conducted a week before the tournament started, wave 2 fieldwork was conducted between the group stage and the knockout stages, and wave 3 was a week after the tournament had concluded. Participants shared their insights on various topics, including their betting activity and intentions, awareness of advertising, use of promotional offers, gambling motivations, and even how England’s run to the final influenced their behaviour.
“Betting behaviour: The rise of the young female bettor?
Interestingly, our findings revealed a notable increase in the proportion of female respondents who reported betting on the Euros, which significantly outpaced the rate of increase among male respondents. Pre-tournament (20.8 percent male, 6.6 percent female) and mid-tournament (27.0 percent male, 9.6 percent female) ratios were similar, with males approximately three times more likely to report participation – but that was closer to two times (27.3 percent, 13.3 percent) more likely in the post-tournament wave.”
“When considering age, there was a marked increase in the proportion of those aged 18 to 24 who reported betting on the Euros in wave 3 (14 percent at wave 1, 36 percent at wave 3) compared to older groups, for whom the increase in participation was far more modest.
“As with previous research, (such as the aforementioned project into World Cup gambling attitudes), the most common motivations for gambling were to win money, make the game more interesting or because of a promotional offer and/or free bet. There was evidence of a change in motivations during the tournament due to the success of the English team, with a significant increase in the third wave in the proportion of respondents reporting that they had bet because England or the country they support were playing. (21 percent at wave one, 23 percent at wave two, 36 percent at wave three in which), particularly amongst the 18 to 24 year old group.”
What drives betting?
“Overall, respondents said that advertising had a limited impact on their gambling engagement. Less than 10 percent of those who intended to or had bet on the Euros reported doing so because they saw an advert, and most people who reported betting on the Euros spent the amount they anticipated (67 percent), 15 percent reported spending less than expected (a decrease from wave 2), and just 10 percent reported spending more than they had planned. In their comments, many respondents indicated they had set a fixed budget and felt in control of their spending.
“When it comes to promotions, free bets were reported to be the most popular, with three out of four respondents that had engaged in offers utilising free bets.
“Looking at intentions for future sporting events, a significant proportion of those that bet on the Euros stated they also plan to bet on other upcoming sporting events like the World Cup in 2026 (67 percent), the Premier League (52 percent) and Olympics (22 percent). However, this did not increase from wave 1 to 3, suggesting that the Euros may not have enticed respondents to gamble on other sporting events.”
The post UKGC: More than football – A Deep Dive into Euro 2024 Betting appeared first on European Gaming Industry News.
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TEAM VITALITY UNVEILS A SPECIAL EDITION JERSEY AND NEW CAMPAIGN FOR PERFECT WORLD SHANGHAI MAJOR 2024
- Leading global esports organization Team Vitality heads to China for the Perfect World Shanghai Major 2024, fueled by the ambition to reclaim their place at the top as the world’s best CS2 team.
- The team will proudly debut the club’s Shanghai Major Limited Edition White Fan Jersey from the Qualification Stage (RMR) onward. Designed in collaboration with Paris-based contemporary artist Nairone, this special edition jersey pays tribute to Counter-Strike and Team Vitality’s dedicated Chinese fanbase.
- For the occasion, Team Vitality is proud to present a new campaign titled “The Year of Vitality”.
Global esports leader Team Vitality proudly announces its participation in the Perfect World Shanghai Major 2024. As one of the most competitive teams in the international esports circuit, Team Vitality is set to make a powerful impact in Shanghai in what promises to be a thrilling tournament.
With anticipation building for this pivotal event in a country full of dedicated Counter-Strike fans, the club will be unveiling a new campaign on its Chinese social media accounts named “The Year of Vitality” This tribute to Chinese culture also underscores the team’s determination to secure a back-to-back victory, solidifying its global dominance.
ALL EYES ON THE TROPHY
Team Vitality’s CS2 roster has consistently delivered strong performances over the past two years, capped by their recent win at Intel Extreme Masters (IEM) Cologne 2024. Having claimed the World Champion title at the BLAST Premier World Finals in 2023 and secured an iconic victory at the BLAST.TV Paris Major, the team has firmly established itself as one of the most dominant forces in competitive CS2. After a conclusive 3-0 qualification at the RMR in Shanghai, Team Vitality is set to reinforce its status on the world stage.
Team Vitality’s dedication to competitive excellence since entering the scene in 2018 has been instrumental in shaping the modern Counter-Strike era. With legends like ZywOo, crowned HLTV’s best player in 2019, 2020, and 2023, and apEx, a seasoned pro with over a decade in the game, the team has set new industry standards in skill, dedication, and leadership. Building on this momentum, Team Vitality is poised to leave a lasting legacy in esports and proudly represent France in Shanghai.
“We are thrilled to compete at the Shanghai Major and showcase the team’s hard work against the best teams globally,” says Fabien ‘Neo’ Devide, Chairman and Co-founder of Team Vitality. “Growing our global presence and supporting both players and our worldwide community remains a top priority. We’re especially excited for zywOo to deliver a stellar performance in front of our Chinese fans. I am incredibly proud of the team and can’t wait to see them on the big stage with our fans in China!”
GEARED UP FOR VICTORY WITH SHANGHAI EDITION OF THE ALTERNATE JERSEY
Team Vitality players will debut a special edition of their newly released Alternate Jersey on the stage, created exclusively for the Shanghai Major. This limited edition features a prominent “V” on the back, with design elements that pay homage to Counter-Strike, Shanghai, and the wider Chinese fanbase. The club released the exclusive jersey in a dedicated video that includes Chinese references, graphics and design.
Crafted in collaboration with Paris-based contemporary artist Nairone, known for his striking black-and-white contrast style, the jersey blends modern streetwear aesthetics with esports flair, making it a standout choice for both fans and players. Team Vitality’s PERFECT video showcases how the 2024 Alternate Jersey can be styled, featuring star players and brand ambassadors, underscoring its unique place in both the fashion and esports worlds.
Available for purchase only online, this special version of the alternate jersey is limited to 150 pieces and costs 89,99€.
TEAM VITALITY UNVEILS ITS NEW CAMPAIGN “THE YEAR OF VITALITY”
Team Vitality is excited to launch “The Year of Vitality,” a campaign celebrating Chinese culture and dedicated to Counter-Strike fans across China. This initiative reflects the team’s relentless pursuit of back-to-back victories on the world stage.
As China hosts this year’s Major, Team Vitality has chosen the dragon—a powerful symbol of ambition and determination—as the emblem of its campaign, representing the team’s commitment to overcoming challenges and dominating the competition. Each campaign visual draws inspiration from Chinese iconography, bringing the Counter-Strike team into this vibrant, culturally rich world.
In a tribute to Chinese tradition, the campaign combines gold and red to signify not only the country’s national colors but also the passion, energy, and unyielding drive to win. The design aims to honor Chinese fans’ enthusiasm and capture their hearts as Team Vitality battles to bring home another title.
Join us online to get behind-the-scenes content, exclusive updates, and the chance to celebrate each milestone with the team as they strive to secure their place at the top!
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- More information:
- Team Vitality website
- PR Contact:
- SwipeRight agency – [email protected]
- Team Vitality – [email protected]
The post TEAM VITALITY UNVEILS A SPECIAL EDITION JERSEY AND NEW CAMPAIGN FOR PERFECT WORLD SHANGHAI MAJOR 2024 appeared first on European Gaming Industry News.
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Saroca Unveils the Transformational Leadership Program for 2025
Saroca Reimagines Leadership Development for the Gaming Industry
Saroca, a leader in professional development for the gaming industry, is proud to announce its Transformational Leadership Program, launching February 2025. Building on the success of the 2024 LeadHERship Program—a pioneering initiative for women in gaming—the new program expands its reach with two distinct cohorts: one exclusively for women and another open to all genders.
The Legacy of LeadHERship
The 2024 LeadHERship Program achieved an exceptional Net Promoter Score (NPS) of 90, with participants citing transformative growth. With participants like Clemence Dujardin citing it as a “game-changer”. Confidence in leadership abilities rose by 46%, resilience increased by 27%, and imposter syndrome diminished by 39%.
Participants praised the program’s focus on emotional resilience, feedback mastery, executive presence and communication all in a supportive community.
Leadership Development: A Game-Changer for Gaming
In a rapidly evolving and diversifying industry, strong leadership is essential. Saroca’s programs go beyond skill-building to foster resilience, trust, and inclusivity—key traits for thriving in the global gaming market.
“We believe leadership is not about hierarchy—it’s about transformation,” said Emily Leeb, CEO of Saroca. “The Transformational Leadership Program reflects our commitment to cultivating leaders who will shape the future of gaming.”
Transformational Leadership Program Highlights
The program builds on the proven curriculum of its predecessor, featuring:
- Two Cohorts: A women-only cohort and a new all-gender cohort to enrich perspectives.
- Eight Modules: Covering topics such as emotional intelligence, self-advocacy, and radical candor.
- Community and Growth Tracking: Strengthening connections and measuring individual progress.
Registration Now Open
The Transformational Leadership Program begins in February 2025, with limited spots available. Scholarships are also offered to ensure accessibility. For more information, visit Saroca’s website or contact [email protected].
About Saroca
Saroca is a leader in leadership development for the gaming industry, committed to empowering professionals through inclusive, high-impact programs that drive personal and professional growth.
The post Saroca Unveils the Transformational Leadership Program for 2025 appeared first on European Gaming Industry News.
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Play’n GO announces partnership with Austrian state lottery operator Win2Day
Play’n GO, the world’s leading casino entertainment provider, has today announced a partnership with Austrian state lottery operator Win2Day.
This partnership sees legendary titles from the Swedish-founded gaming giant, such as Reactoonz, Rise of Olympus, and Rich Wilde and the Tome of Madness live on Win2Day’s platform for players to enjoy.
As of November 2024, Play’n GO offers a portfolio of over 350 premium titles in over 30 jurisdictions worldwide.
Tove Aldefors, Head of Regional Sales Central and Western Europe at Play’n GO, said “It’s exciting to launch our games with the Austrian state lottery, and Win2Day are the perfect partner for our brand. They share our beliefs about a regulated, sustainable, player entertainment-led industry. We’re looking forward to many years of success working together.”
Georg Wawer, Managing Director win2day, added “We are the only licensed operator in Austria. Therefore our objective is to provide all major igaming operators on our platform. Play’n GO is one of the international powerhouses and therefore we are delighted to be able to offer their content on our platform. We view Play’n GO as a competent and responsible partner for win2day and we’re confident this partnership will prove fruitful.”
The post Play’n GO announces partnership with Austrian state lottery operator Win2Day appeared first on European Gaming Industry News.
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