The online gambling industry in Great Britain experienced a significant boost in the final quarter of 2024, with gross gambling yield (GGY) soaring by 21% year-on-year. According to data released by the Great Britain Gambling Commission, online GGY reached an unprecedented £1.54 billion between October and December 2024, marking a new milestone for the sector.
Online Gambling Sees Substantial Growth
The increase in online gambling revenue was driven by a record 25.9 billion bets and spins, reflecting an 8% rise compared to the previous year. Despite this surge in activity, the number of average monthly active player accounts fell by 3%, suggesting that while individual players may be gambling less frequently, total engagement in the sector remains high.
Online slots continue to dominate as the primary source of GGY, generating £709 million during Q4. This figure marks a 15% increase year-on-year, with total spins reaching 23.9 billion, up 9% from the same period last year. Notably, an operator reclassified some of its products into the slot category, which may have influenced these figures. The average slot session length stood at 18 minutes, with 6% of sessions lasting more than an hour.
Real Event Betting Surges
Beyond slots, real event betting saw remarkable growth, with GGY rising 38% to £647 million. This represents the highest quarterly total for real event betting since mid-2021. However, despite this increase in revenue, the number of bets placed on real events declined by 7%, and average monthly active accounts in this category also fell by 3%.
Other online gambling segments experienced mixed performance. Online casino games, excluding slots, recorded a modest 2% rise in GGY to £151.9 million. Meanwhile, online poker struggled, reporting a 19% decline to £12.7 million. Virtual betting revenue dropped by 14% to £9.5 million, and esports betting fell by 12% to £3.7 million. In contrast, GGY from unspecified online gambling activities surged by 58% to £1.9 million.
Land-Based Betting Maintains Stability
The report also highlights trends in Britain's land-based betting market, where licensed betting operators (LBOs) generated £592 million in GGY, reflecting a 5% year-on-year increase. While the total number of bets and spins in this sector declined by 4% to 3.1 billion, revenue from gaming machines remained a major contributor, accounting for £279.7 million. Over-the-counter betting generated £159.8 million, while self-service betting terminals brought in £152.6 million.
Although the number of machine sessions in LBOs decreased by 4% to 22.8 million, the proportion of sessions lasting more than an hour increased by 6%, reaching 621,772.
Shifting Market Dynamics and Future Outlook
The record-setting figures for Q4 highlight the resilience and adaptability of the UK’s online gambling market, even amid regulatory discussions and responsible gambling initiatives. While the sector continues to thrive, a decline in active accounts and shifts in betting preferences indicate that player behavior is evolving.
With regulatory changes on the horizon, including ongoing debates about stricter affordability checks and player protections, the future of the UK gambling industry remains dynamic. As online betting continues to capture a growing share of the market, stakeholders will be closely watching how upcoming policies influence both player engagement and industry revenue.
Source:
Market impact data on gambling behaviour - operator data to Dec 2024, gamblingcommission.gov.uk, February 6, 2025.
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