# New Study Reveals Expansion of Online Gambling Habits in Ireland Research indicates nearly 40% of online bettors diversify into additional gambling products. - **Source:** [TheJournal.ie](https://www.thejournal.ie) - **Published:** 2026-11-04 - **Topic:** [health](https://brifing.si/c/health) - **Original article:** - **On Brifing:** https://brifing.si/s/4a1a02c4-eaac-43cd-baa4-d202b84d7c35 ## Gambling Habits Expansion A recent study by the ESRI and GRAI reveals that nearly 40% of individuals who start with online sports or horse betting eventually diversify into other gambling products like casino games. This research, based on a survey of 1,000 Irish adults, provides a comprehensive overview of current national gambling trends and behaviors. ## Digital Account Proliferation Approximately 80% of gamblers in Ireland currently maintain at least one online betting account. The study highlights that 10% of these users manage four or more accounts simultaneously. Flexibility, promotional offers, and aggressive advertising are identified as the primary drivers for users opening multiple accounts across various different betting platforms. ## Marketing Influence Impact Marketing tactics significantly influence user engagement, with one in seven respondents noting their last session followed an app notification or advertisement. One in five gamblers reported receiving daily notifications from operators. Experts suggest that these digital nudges play a crucial role in maintaining user activity and encouraging further betting behavior. ## Barriers to Withdrawal Researchers highlighted a stark contrast between the ease of opening an online gambling account and the difficulties involved in closing one. This friction makes it challenging for users to stop betting once they have started. The report emphasizes that such design choices can hinder individuals attempting to manage their gambling habits. ## Struggles with Addiction Despite one in four surveyed individuals expressing a desire to reduce their gambling, one in three of those attempting to cut back reported maintaining or increasing their activity levels over the past year. Experts warn that social stigma surrounding addiction remains a major barrier to accessing necessary treatment services in Ireland. ## Legislative Regulatory Overhaul Ireland is currently implementing the Gambling Regulation Act 2024 to strengthen consumer protections. This legislation establishes the Gambling Regulatory Authority of Ireland to oversee the industry. Key measures include a national self-exclusion register, a ban on credit card betting, and strict new licensing requirements for both online and in-person operators. ## Implementation and Licensing The GRAI has already issued 41 licences, covering 98% of the online betting market. While online regulations are advancing, licensing for in-person betting is scheduled for December 1, 2027. The authority is now shifting its focus toward the comprehensive licensing of both online and in-person gaming operators to ensure public safety. ## Future Policy Outlook The ongoing regulatory framework aims to mitigate the significant harm caused by gambling, which often impacts family life and employment. With a dedicated Social Impact Fund now supporting research and prevention, authorities hope to create a more informed public. Future success depends on the effective implementation of these remaining protective measures. ## Sources covering this story - https://www.thejournal.ie/esri-gambling-study-ireland-7215175-Nov2026/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._