A recent study conducted by credit reference firm TransUnion reveals a significant increase in betting activity among young adults, especially those aged 25-34, in the lead-up to the 2026 men’s World Cup. The research indicates that London has emerged as the most active betting city in the UK. Alarmingly, one in eight individuals (12%) in this age group have admitted to falling victim to fraud on an unlicensed betting site, compared to 10% of those aged 35-44 and just 1% among 55-64-year-olds.
The findings stem from a OnePoll survey conducted between May 11 and 14, which sampled 1,000 UK adults. Among young adults, 43% expressed intentions to increase their betting during the World Cup, marking the highest interest across all age groups, while only 4% of people aged 65 and older planned to do the same. Furthermore, millennials, specifically those aged 25-34, indicated they would place the largest average bets, estimating an average wager of £16.56, significantly higher than the overall average of £9.54.
In terms of regional betting activity, London bettors are particularly engaged, with 52% intending to wager on England matches. In addition, 42% plan to bet on other significant matches and 29% expect to bet on tournament winners, surpassing rates observed in other regions.
Regarding operator choice, 'convenience' was the primary factor for 17% of all bettors, increasing to 24% among young adults. Online betting was the second-most popular reason at 16%. Moreover, a staggering 91% of online bettors prioritize a 'secure experience,' with 60% emphasizing the importance of security. In London, this figure rises to 95%.
TransUnion has urged consumers to ensure that betting operators hold proper Gambling Commission licenses, avoid suspiciously attractive promotions, utilize strong passwords and two-factor authentication, and regularly check their financial and credit statements. Those suspecting fraud are advised to report it to Action Fraud and seek assistance from GamCare or the National Gambling Helpline for any concerns regarding gambling behaviour.
Chad Reimers, TransUnion’s vice-president of fraud solution, cautioned bettors to be wary of unlicensed and illegal bookmakers. He highlighted that the World Cup is a particularly significant betting event, attracting the attention of fraudsters. ‘Younger fans are the most enthusiastic punters, but that can bring heightened risk if they are not stopping to check the legitimacy of the provider,’ he stated. He also noted that many consumers fall prey to fraud due to the disconnect between trusting a brand and verifying its legitimate regulation.
Globally, the World Cup is anticipated to boost sports betting activity. European regulators have warned the betting sector to be more vigilant regarding player behaviour. The Malta Gaming Authority specifically urged bookmakers to enhance monitoring ahead of the tournament, emphasizing the need for strict oversight to combat illegal gambling. In South Korea, authorities have recently established a reward system to encourage the public to report illegal betting websites targeting local residents.
