An insight into the types of people who bet on sport can be gained from the trends they follow.
Where will the next major win be?
Sports betting-related websites provide real-time trading data, usually along with historical bets made on particular matches or matches in a tournament. This gives a realistic picture of where the ‘big’ money is being made or lost.
What is the current odds?
To give a broad overview of the market, betting sites will give the latest odds on each game as well as predictions of how the score of each game will progress. With billions of pounds on the line, it is easy to see why the odds can be a profitable source of revenue.
Who is the public betting on?
To better understand the people and markets betting on games, it can be useful to focus on which countries are placing their bets. While some of the world’s best known teams are located in Europe, betting companies set up shop in the US, the UK, Asia and South Africa as well.
The majority of online bookmakers do not have their own teams or stadiums and instead use offshore betting agencies to host their sites. This means that in general, odds and scores for European betting sites are not directly affected by events in European football.
By using reliable third-party providers, it is possible to see how well games are covered in countries with very different betting preferences.
Is there a betting stigma around football?
A study conducted by KPMG last year found that almost one in ten UK people claimed to not have gambled at all in the last year. In the US, almost one in three Americans admitted to betting, with 45% taking money on sports events as well as horse racing.
However, most people within the UK and the US still think football (aka football as they understand it) is an overly emotional or even dangerous game, with 42% of the UK saying football is extremely dangerous and 60% describing it as either extremely or very dangerous.
Some people even choose to avoid betting on football, despite the evidence that betting on sport is harmless. When asked about why they don’t bet on football, over a quarter of those questioned in the UK said they wouldn’t be able to control themselves while watching the games and a further 30% said they would just lose more money than they wanted to.
Is football gambling really safe?
However, the right regulatory environment can help ensure that any betting related damage to health and other industries is minimised.
Some regulated sports betting providers provide medical staff at their offices and even doctors to examine customers and offer advice before they enter a betting shop.
Of the 9,000 betting shop staff who have been issued with a responsibility statement in the UK, 64% said that the job has positively impacted their lives. Among people who work in betting shops, 91% have said that they enjoy the people and the atmosphere of their work. In the US, more than 1,500 employees work on state-wide licences with virtually no medical facilities or other safety measures in place.