Bingo accounted for 8% of responses in Blask’s April 2026 UK customer profile, placing it alongside several esports titles within a market led by traditional sports betting. The findings show the relative use of different gambling products, with lottery participation following sports betting and casino games taking the next position.
The profile also examines customer demographics and the reasons people give for gambling. Convenience featured prominently among sports betting and casino respondents, while social media represented the most frequently reported point of contact with gambling brands.
For readers interested in bingo games, the figures provide a snapshot of the category’s place within the wider UK gambling audience.
Bingo Matches Esports as Sports Betting Leads
Traditional sports betting, including football and cricket, recorded 30% of responses. Lottery products followed at 25%.
The casino games category accounted for 20%. That grouping covered blackjack and roulette, alongside baccarat and live dealer offerings. It also included other card or dice games.
Slots and other instant-win products recorded 15%. Console-based esports, covering games such as FIFA and PES played by real gamers, reached 12%; NBA titles also formed part of that category.
Poker or rummy accounted for 10%. Bingo’s 8% matched the figure for other esports, including CS and Dota 2, with League of Legends also included in that grouping.
Fantasy sports registered 7%, while virtual sports reached 5%. Betting on entertainment and politics recorded 4%.
The product figures describe responses within the customer profile. They accompany a separate assessment of market scale covering September 2025 through August 2026.
During that period, the UK led Europe on peak estimated monthly revenue and peak brand interest. Modelled monthly revenue reached its highest level of $998.6 million in May 2026 and remained close to $1 billion through August.
The UK’s Blask Index reached its peak earlier, at 54.39 million in December 2025. The index draws on attributed search activity and digital engagement signals to measure aggregated interest in gaming brands. The revenue figures represent modelled estimates of market scale and relative performance.
Under-35s Account for Most of the Profile
Adults aged 25–34 formed the largest age group, accounting for 30% of the April profile. Those aged 18–24 represented another 25%, bringing the combined under-35 share to 55%.
The 35–44 age group accounted for 20%. Respondents aged 45–54 represented 15%, while those aged 55 or above made up the remaining 10%.
Annual earnings concentrated in the lower income brackets. Forty per cent reported income below £20,000, and another 30% earned between £20,000 and £40,000.
The £40,000–£60,000 bracket accounted for 15%. A further 10% reported earnings of £60,000–£80,000, while 5% earned at least £80,000.
Employees represented 60% of the profile. Self-employed respondents and students each accounted for 10%.
Half identified university as their highest level of education. Another 5% reported postgraduate education. These demographic figures describe the wider customer profile rather than a separate breakdown of players at UK bingo sites.
Home Access Leads Reported Gambling Motivations
Playing without leaving home ranked first among the listed motivations for both sports betting and casino gambling. It accounted for 25% of sports betting responses and 28% of casino responses.
Access from any convenient location attracted 22% of sports betting responses, compared with 18% for casino gambling.
Boredom showed a different pattern. Passing time when bored accounted for 22% of casino responses and 18% of sports betting responses. Earning money represented 18% for casino gambling, compared with 15% for sports betting.
Social media led reported brand touchpoints at 40%. YouTube followed at 35%, while online search accounted for 30%. Internet advertising reached 25%, and recommendations from friends matched television commercials at 20% each.
The profile also included gambling-risk classifications. It placed 55% in the non-problem category and 30% in the low-risk group. Moderate-risk respondents accounted for 10%, while the problem-gambling category represented 5%.
Source:
Sports betting, lottery, casino lead UK iGaming product use, sigma.world, October 18, 2026.
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