2025 Sports Bettor Demographics: Who Bets, Where, and How?

The sports betting scene is always changing, with new people and fresh markets popping up all over the globe. Here at CasinoRank, we're dedicated to giving you the lowdown on the latest and most important shifts in sports betting. We look at who's having a punt, where they're based, and what they're backing. This deep dive into player demographics uncovers some surprising trends across different age groups, genders, and regions, giving you the essential insights you need to navigate this fast-moving global market.

Sports Betting Snapshot in 2025

The sports betting industry has seen some serious growth up to 2025, with participation rates really varying by region. Developing markets in Africa and Latin America are seeing the most action, with Kenya (83%) and South Africa (74%) leading the pack worldwide. Over in more established markets like the UK and Ireland, around 8% are betting, likely as regulations mature. Thanks to mobile tech, it's easier than ever to get involved, and smart algorithms are tailoring the experience to what different groups prefer. We're also seeing a big move towards microbetting and social platforms, as younger, more diverse punters expect a more interactive experience.

Who's Having a Punt Around the World?

Sports bettors are a mixed bunch across the globe, influenced by culture, laws, and sporting traditions. These differences mean distinct betting markets are emerging, with operators now customising their offers to suit local tastes. Whether it's football-mad Europe or cricket-crazy Asia, understanding these regional quirks is key for anyone in the industry.

European Sports Bettors

European markets show varied engagement, with Spain (38%) and Italy (36%) leading among major economies. The UK and Ireland see lower rates (8%), possibly due to a mature market. It's still largely a male game across the continent, with France at 64% and Spain at 66%. Football is king for bets, but basketball is popular in Spain, tennis in France, and horse racing in the UK. Live, in-play betting is a big hit everywhere.

Asian Sports Bettors

Asia's betting scene is booming, with India and Bangladesh (both 34%) leading. It's heavily male-dominated, with India at 88% and Bangladesh at 78%. Cricket is the go-to in South Asia, while basketball and esports are big in East Asia. Mobile betting is the norm, with over 80% using smartphones. Regulations differ a lot, and cultural events like festivals and major cricket tournaments cause big betting surges.

North American Sports Bettors

The US betting market is expanding rapidly following legalisation, though overall participation (19%) is lower than the global average. Interestingly, it boasts the world's highest female share of bettors at 58%. Top sports include basketball, football, and baseball. Over 70% bet using mobiles, and fantasy sports and prop bets are gaining traction fast. Regional and regulatory differences mean it's a fragmented but quickly evolving landscape.

Other Regions

Africa is leading in participation rates with Kenya (83%), South Africa (74%), and Nigeria (65%) at the forefront. Latin America also shows high engagement, with Peru (59%), Brazil (41%), and Argentina (40%). Male bettors still dominate, making up around 76% in Nigeria and South Africa. Football is the main game, with basketball and rugby also popular in places like Brazil and South Africa. It’s a mobile-first betting scene, with prepaid systems and social features being crucial in areas where traditional banking isn't as accessible.

Who is the Typical Sports Bettor in New Zealand?

The typical sports bettor profile varies quite a bit across different markets, reflecting local culture, economic factors, and how sports are regulated. Age groups, how many men and women are betting, and what different generations prefer all create unique betting populations. This, in turn, influences what products are developed and how they're marketed throughout the industry.

Age Matters

Sports bettors show clear age-related patterns across global markets:

• Prime Betting Age Brackets:

  • Globally, the 25-34 and 35-44 age groups are pretty evenly split.
  • New bettors tend to be around 26-35 years old.
  • Long-term bettors are usually in the 36-45 age bracket.
• Regional Variations:

  • Asian markets tend to be younger, with the 21-30 age range showing the most betting activity.
  • European markets show stronger participation from the 30-45 age group.
  • The North American market has a broader age spread, with a significant number of bettors over 45.
• Mobile Adoption by Age:

  • For bettors under 35, mobile platforms are favoured by 92%.
  • Those aged 35-45 are split more evenly, with 68% using mobile and 32% using desktop.
  • Bettors over 45 still show a higher preference for desktop usage, at 41%.

The data shows a generational shift in how people bet. Younger sports fans are definitely leaning towards quick, mobile-friendly options. This trend is pushing product development towards more interactive and social experiences that appeal to digitally savvy bettors, while still keeping traditional options available for the old guard.

Gender Demographics

Globally, sports betting is still mostly a male pursuit, with 70% of participants being men. However, there are some pretty significant differences depending on where you are:

• Highest Female Participation Rates:

  • United States (58% female) - this is quite an outlier compared to the rest of the world.
  • Brazil (47% female) - getting close to a 50/50 split.
  • New Zealand (38% female) - highest in Oceania
• Lowest Female Participation Rates:

  • Australia and India (both 12% female)
  • Bangladesh (22% female)
  • Nigeria and South Africa (24% female)
• Regional Patterns:

  • European markets average 32% female participation
  • Asian markets show lowest female engagement at 17% average
  • North American market leads in female participation at 44% average

The gender disparity appears influenced by cultural factors, sports marketing traditions, and regulatory approaches. Markets with the highest female participation typically feature more diverse betting options beyond traditional male-dominated sports. The U.S. market's female-majority status represents a significant departure from global norms, potentially reflecting the integration of betting with fantasy sports and social gaming, which historically attracted higher female participation. Industry analysts project female participation will continue rising globally, with an estimated 5-8% increase across most markets by 2027.

Generations

Generational differences significantly influence betting preferences and behaviors:

Gen Z (24% of global bettors):

• Strong preference for esports betting (42% higher than average)
• Highest engagement with microbetting and player prop markets
• More likely to engage through social platforms and streaming integrations
• Prefer cryptocurrency payment options at 3x the rate of other generations

Millennials (27% of global bettors):

• Balance traditional sports with emerging betting markets
• Highest adoption rate of mobile betting platforms
• Strong preference for in-play betting options
• Most likely to engage with gamified betting features

Other Generations (49% of global bettors):

• Higher loyalty to traditional betting markets (football, horse racing)
• Longer average session times on betting platforms
• Greater preference for pre-match betting over in-play options
• More likely to utilize desktop platforms and physical betting locations

The rising influence of Gen Z is accelerating integration between traditional sports betting and gaming mechanics, while established operators maintain traditional offerings to serve their core customer base.

How Does Country Culture Affect Sports Bettors?

National culture fundamentally shapes sports betting behaviors worldwide, creating distinct regional patterns. In the UK and Australia, open betting cultures embrace wagering as social recreation, with pub betting integrated into match-viewing traditions. Continental European bettors typically favor sophisticated statistical approaches, particularly in football (soccer) markets.

By contrast, Asian markets demonstrate strong preferences for in-play betting sports. They tend to go for lower-margin handicap systems and a combination of table games with sportsbooks.

American bettors increasingly gravitate towards parlay bets, player props and same-game combinations. Meanwhile, emerging Latin American markets blend traditional match outcome bets with passion-driven team loyalty wagers.

These cultural distinctions impact everything from preferred bet types and risk tolerance to regulatory expectations, compelling sportsbook operators to develop market-specific approaches rather than one-size-fits-all solutions.

What are the Most Betted Sports in the World?

Betting preferences vary significantly by region, reflecting local sporting traditions and cultural preferences:

Europe:

• UK/Ireland: Football, Horse Racing, Tennis, Greyhound Racing
• Spain: Football, Basketball, Tennis, MotoGP
• Italy: Football, MotoGP, Formula 1, Basketball
• Germany: Football, Tennis, Handball, Winter Sports

Asia:

• India: Cricket, Football, Kabaddi, Tennis
• Bangladesh: Cricket, Football, Kabaddi, Badminton
• Australia: Australian Rules Football, Rugby, Cricket, Horse Racing

Americas:

• USA: American Football, Basketball, Baseball, Ice Hockey
• Canada: Ice Hockey, Basketball, American Football, Soccer
• Brazil: Football, MMA, Basketball, Volleyball
• Argentina: Football, Basketball, Tennis, Rugby

Africa:

• Nigeria: Football, Basketball, Athletics, Boxing
• South Africa: Rugby, Football, Cricket, Golf
• Kenya: Football, Athletics, Rugby, Basketball

These regional preferences drive significant differences in seasonal betting volumes and product development priorities, with operators increasingly customizing their offerings to match local sporting calendars and cultural events.

Trends & Innovations

The sports betting landscape continues to evolve rapidly, with several key trends reshaping the industry:

• Microbetting Expansion: Second-by-second betting markets growing at 34% annually, particularly popular among Gen Z bettors
• AI-Driven Personalization: Algorithmic customization of betting suggestions based on individual behavior patterns
• Integration with Media: Direct betting capabilities embedded within streaming platforms and sports content
• Social Betting Features: Peer-to-peer betting options and community engagement tools showing 47% growth
• Cryptocurrency Adoption: Digital currency payment options increasingly mainstream, with 28% of new accounts utilizing crypto
• Responsible Gaming Tech: Advanced player protection tools including personalized limits and behavioral monitoring
• Convergence with Gaming: Esports betting and gamified betting experiences blurring traditional industry boundaries

These trends reflect the industry's ongoing digital transformation and efforts to attract younger demographics while navigating an increasingly complex regulatory landscape.

Conclusion

The sports betting scene is marked by striking regional differences and shifting demographic trends globally. While long-established markets largely retain their traditional characteristics, rising participation in areas such as Africa and Latin America is driving fresh momentum across the sector. Despite persistent gender gaps in many parts of the world, countries like the United States are beginning to show signs of change. With each generation displaying distinct preferences, betting operators must balance innovation aimed at younger audiences with continued support for loyal, long-time customers. Grasping these evolving demographic patterns is essential for anyone looking to stay competitive in this fast-moving global arena.