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Irish gambling behaviour is under renewed scrutiny. A fresh research indicates that multi account use, cross promotion, and high frequency notifications are now common features of the national betting landscape. New findings from an upcoming ESRI report, previewed by the Gambling Regulatory Authority of Ireland, suggest that the habits of Irish gamblers are more complex and more persistent than earlier estimates implied. The data arrives at a decisive point for the sector as Ireland prepares to modernise its regulatory framework for the first time in decades.
One in ten Irish gamblers actively maintain four or more betting accounts. This number is notable because multi account behaviour is usually associated with players who engage in higher frequency betting or who use different platforms for specific products. International data shows similar behaviour among users who seek varied odds for sports, alternative withdrawal speeds, or different limits for casino and live dealer tables.
In Ireland the pattern has mostly been attributed to fragmented regulation and the lack of a centralised licensing structure. Operators offer different welcome packages and different retention bonuses which encourages account rotation. Sports bettors also tend to maintain several accounts for price comparison but the ESRI findings indicate that casino products are increasingly part of the mix. Players who open an account for sports are often introduced to slots or live casino games through cross promotional messages. This increases the likelihood that they will maintain multiple active accounts across several operators.
According to Gambling Regulatory Authority chief executive Anne Marie Caulfield, about one in ten sports bettors in Ireland place wagers while at work. The figure illustrates how accessible betting apps have become because modern platforms are designed for short session use rather than long visits. Live betting odds update continuously which encourages quick participation during breaks. The same accessibility extends to live casino games with table sessions that can be joined and exited within seconds.
The behaviour itself is not new but the frequency matters because it shows a change in the daily rhythm of gambling. Irish users now interact with gambling products in shorter and more frequent intervals which aligns with patterns seen in highly digital markets such as the United Kingdom and the Nordic region.
The ESRI preview notes that about a quarter of registered players receive daily push notifications. Notifications range from general reminders to targeted offers and many are linked to recent betting activity or live events. Players who follow football or horse racing may receive alerts when odds shift. Casino players may receive notifications when free spin campaigns start or when new live tables are launched.
Ireland’s incoming legislation is expected to give players the right to disable marketing notifications at platform level. This mirrors regulations in Denmark and Sweden where operators must provide a clear opt out mechanism. In markets where mandatory opt outs exist operators tend to use fewer push notifications and rely instead on in platform messaging which is less intrusive. Ireland is moving toward similar requirements as part of its broader focus on safer gambling.
The regulator has acknowledged that Ireland may still underestimate the number of problem gamblers. Several studies have suggested that the real figure could be significantly higher than the official estimates. Under reporting is common in jurisdictions where the regulatory system has not required consistent data collection across operators. Without unified reporting tools it is difficult to determine how many players exhibit high risk traits such as repeated self exclusion, frequent product switching, or persistent deposit escalation.
The full ESRI study is expected to provide more reliable indicators. It examines gambling behaviour across several product types including online casino, sports betting, virtual sports and live casino segments. It also evaluates how players respond to promotional triggers. One area of concern is the practice of cross selling between products where a user registering for horse racing or football betting receives free spins for the operator’s casino. This type of promotion is widespread in international markets although several regulators are now restricting it due to the higher risk profile associated with casino products.
Cross selling is often discussed in general terms but its mechanics rarely appear in news coverage. Operators typically encourage players to explore multiple products because engagement increases when users do not remain tied to a single vertical. A player who receives a football free bet might be shown a casino offer because free spins have predictable cost models and can be scheduled in advance. Live casino offers are structured differently and often target players who have shown interest in interactive formats.
Cross selling becomes more problematic when players enter higher risk categories without intending to. Live casino sessions tend to last longer than sports betting sessions. Quite obvious since there is no match duration that limits activity. Slots can produce several outcomes per minute which increases the volume of wagers. When cross promotional offers move players between these categories without clear controls it becomes harder for users to track spending.
The ESRI preview notes that most players find withdrawals slightly more difficult than deposits. The difference is not unusual because many operators require additional verification for withdrawal requests. Payment methods also influence the process. Instant deposit methods are widely available but instant withdrawal methods depend on the operator, the payment provider, and the user’s verification status. Withdrawal times vary across betting accounts which is another reason some players maintain multiple accounts.
Maintaining several accounts makes self exclusion more complicated when there is no national register. A player who self excludes on one platform may continue to operate unaffected on another. Ireland plans to address this with the introduction of a national self exclusion register linked to all licensed operators. The system will resemble the United Kingdom’s GAMSTOP or Denmark’s ROFUS where a single exclusion covers all online operators.
A national register will change the effectiveness of operator level tools. Deposit limits, loss limits, cooling off periods, and session reminders will still operate at platform level but self exclusion will become uniform across the market. This is considered one of the most important upgrades in Ireland’s upcoming regulatory framework.
Ireland currently operates without a full modern licensing system although legislation is progressing. The Gambling Regulatory Authority of Ireland will oversee the new regime which aims to bring consistency to consumer protection rules. The absence of a centralised licensing structure has historically made it difficult to compare Ireland with larger regulated markets.
The United Kingdom has long required operators to report behavioural data and to integrate with national exclusion systems. Denmark and Sweden have introduced mandatory checks for high intensity play and regulate cross promotional activity more tightly. Ireland is expected to adopt several similar measures once the licensing framework is operational.
The ESRI research focuses on registered players which leaves several blind spots. The study does not quantify unregistered activity or offshore play and it cannot measure behaviour on platforms that fall outside Irish jurisdiction. It also cannot determine whether multi account users favour specific product mixes such as sportsbook plus live casino or slots plus virtual sports. The report does not yet assess payment method segmentation which can influence frequency and value of deposits.
These gaps are not unusual because behavioural analysis typically expands when mandatory reporting becomes part of licensing. Once operators must submit consistent data Ireland will gain a more complete view of gambling trends across all product types.
Ireland’s first modern licensing process is expected to introduce conditions that directly affect how operators communicate with players. Notification settings, cross product promotions, verification requirements, and financial transaction thresholds are likely to be standardised. Operators will also be required to participate in the national exclusion system and to apply safer gambling tools in a uniform manner.
For live casino players the most notable changes will be clearer visibility of responsible gambling limits, more structured session information, and stricter controls on promotional mechanics. Live casino games will remain available, but the marketing environment around them will be more controlled than before.
The full ESRI study is expected to give the clearest picture to date of how Irish players interact with online gambling platforms. It will likely outline the distribution of product preference, the frequency of cross category movement, and the behavioural impact of promotional triggers. It will also inform which specific measures the regulator adopts in the initial licensing phase.
Ireland’s gambling framework is entering a decisive phase where data, consumer protection, and regulatory clarity begin to align. The ESRI report will play a central role in shaping how operators, policymakers, and players understand Irish gambling behaviour.
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