Euro UEFA 2020: growth in sports betting driven by young people

Cyril Blondel
Posted on 08 July 2021 by Cyril Blondel
Reading Time: 3 minutes

Massive online betting, and an average bet approaching €40

According to the Natixis Payments Observatory, spending increased significantly during the Euro. Transactions jumped by 13% (in cumulative amounts) and the average bet reached €39.20 in the second half of June 2021 (up from €36.36 in the first half of May). The extra €3 was spent by men, who showed a 16% increase in transaction amounts. Spending by women remained stable. Men remain significantly more represented than women in sports betting and were responsible for 81.7% of all bets placed in the second half of June (in number of transactions). This figure has remained stable throughout the year.

The other major trend of the moment is, of course, online betting: e-commerce transactions, which have grown at a constant rate in recent years, account for 91% of the total in 2021.

Nearly 800,000 bettors in France placed online bets totalling some €16,5 million on the France-Germany match held on 15 June in Munich, according to the sports daily L’Equipe. This sum places this match in the top 10 matches that generated the most online bets.

Whether driven or forced by the COVID crisis, consumers have embraced e-commerce shopping as the new norm. The sports betting sector had already negotiated the digital shift well as it includes many e-commerce pure players, but the trend is becoming more pronounced. Winamax, Betclic and Pokerstars are some of the names that rely on Dalenys and have seen some impressive sales peaks, especially this year

Ludovic Houri
CEO at Dalenys

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Unprecedented increase in betting among people under 24

The increase among the under-24 crowd is nothing short of spectacular: a 30% jump from the first half of May 2021, just 6 weeks ago.

Moreover, the trend has become more pronounced over the whole of 2021. The French predictably increased their spending after a dull year for sports competitions in 2020 (+51.7% on average for the 2nd half of June 2021 compared to the same period in 2020). The 127% increase among 18–24-year-olds, on the other hand, is more indicative of unprecedented enthusiasm among the youngest bettors.

The real turning point, however, has come at the Euro. For the first time, those in the 18-24 age group are making the most transactions. Until now, they had been in 2nd place behind the 25-34 age group.

In terms of amounts, 25–34-year-olds remain at the top, with an average bet of €44.87 during the Euro, above €37.44 for 18–24-year-olds.

1 Natixis Payments Observatory, sectoral analysis based on electronic payment transactions of Banque Populaire and Caisse d’Epargne cardholders, i.e. 22 million cards.

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