One in eight young adults faced betting fraud ahead of World Cup, TransUnion research shows

A new study by credit reference firm TransUnion has found that young adults, particularly those aged 25-34, are leading a surge in betting activity ahead of the 2026 men’s World Cup, with London emerging as the country’s most active betting hub

It also reveals that one in eight (12%) members of this demographic have knowingly fallen victim to fraud via an unlicensed betting site.  

This compared to 10% of 35-44-year-olds and minimal rates in older groups (1% of 55-64-year-olds).

Key findings 

Conducted by OnePoll between 11-14 May, featuring a sample of 1,000 UK adults, the survey found that the demographic which most intended to increase its betting activity during the World Cup was the 25-34-year-olds.

Around 43% of this group said it expected to bet more frequently during the World Cup, the highest of any age bracket. Intention dropped sharply with age, falling to just 4% among those aged 65 and over.

In terms of the size of stakes, millennials were prepared to place the largest average wager. The report showed that the 25-34 cohort planned to wager an average of £16.56 per bet, significantly higher than the overall average of £9.54.

London led regional betting activity. Over half (52%) of bettors in London planned to wager on England matches. Additionally, 42% planned to bet on other major matches, and 29% intended to place bets on outright tournament winners. These numbers outstripped other UK areas.

When asked what the driving factor was for choosing one operator over another, “convenience” came out on top for 17% of all bettors. This increased to 24% among young adults. Preference for online betting ranked second at 16%.

An overwhelming 91% of online bettors said they valued a “secure experience” when placing a bet, with 60% stating security mattered “a lot”. Within London, 95% rated security as crucial.

Expert warning on fraud risks

TransUnion advised consumers to verify Gambling Commission licensing, avoid suspiciously generous promotions, employ strong passwords and two-factor authentication and monitor their financial and credit statements vigilantly. 

Those who suspect fraud are encouraged to report incidents to Action Fraud and to seek support from GamCare or the National Gambling Helpline if they are at all concerned about their gambling behaviours.

TransUnion’s international vice-president of fraud solution, Chad Reimers, warned bettors to remain vigilant against unlicensed and illegal bookmakers.

“The football World Cup is one of the biggest betting and social events of the year and fraudsters know it. 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 said in a statement.

He added that many consumers fell victim due to “the gap between trusting a brand and checking whether it’s legitimately regulated”.

The World Cup effect

The World Cup is expected to elevate sports betting activity worldwide. 

Various European regulators have warned the sector to be more vigilant of player behaviour. The MGA, specifically urged bookmakers to tighten their monitoring ahead of the tournament. The regulator emphasised the need for stringent surveillance protocols, especially with regards to illegal gambling. 

Other countries have opted for a tightening of regulations to help monitor the upcoming surge. South Korean authorities recent launched a reward-based tip line to encourage the public and industry stakeholders to report illegal betting websites that target the nation’s residents.