A recent Irish study has raised new concerns about how bonus offers, especially free bets, can influence gambling behaviour. Backed by the Gambling Regulatory Authority of Ireland, the research examined how incentives affect betting patterns among men under 40. The findings suggest that players tend to increase their spending by up to 11% when presented with bonuses or promotional offers in casinos — even when odds remain unchanged.
Conducted in the months leading up to the Euro 2024 football tournament, the study involved 622 participants. Each was asked to select among betting options that included features such as free bets and money-back guarantees. The researchers found that these inducements encouraged higher wagers and riskier choices.
Free Bets Encourage Riskier Behavior
One of the study’s most striking results was the tendency for participants to make poor betting choices when free bets were involved. The data showed that 27.2% of respondents chose “bad bets” — those with worse odds — when such bets were tied to free offers. Without incentives, that figure dropped to 7.9%. Similarly, money-back offers increased the selection of bad bets from 4.9% to 19%.
When measured by spending, the contrast was also significant. Players placed over €2 on bad bets linked to free bets in casinos, compared to less than €1.50 when the same incentives involved money-back promotions. These results indicate that the promise of something free can distort judgment and increase financial risk.
The study further examined participants’ Problem Gambling Severity Index (PGSI) scores, finding that those with existing signs of gambling issues were particularly influenced by incentives. In the Moderate Evidence category, participants spent more than twice as much on bets tied to bonuses compared with those without offers.
A Different Approach in Brazilian Casinos
In contrast to Ireland’s growing scrutiny, Brazil’s regulated betting market has embraced promotional strategies, particularly cashback bonuses. A review of the country’s top 10 licensed gambling operators found that half currently offer cashback promotions — a system that returns a small percentage of player losses.
These offers, however, tend to follow structured rules. According to ENV Media, the bonuses are often limited to specific casino games or tied to particular providers. For instance, six of the leading operators restrict cashback to select online or live casino titles, while two brands apply the offer only to games from defined providers.
The promotions are typically governed by clear terms and conditions and are often seasonal, with some brands limiting cashback availability to events such as the summer period.
Brazilian Players Value Regular Promotions
The Brazilian market also reveals how deeply incentives influence consumer choice. A 2024 ENV Media survey showed that 62% of bettors consider bonuses and promotions the most important factor when choosing a new betting site. Among those loyal to a single operator, this preference rises to 71%, suggesting that consistent incentives are an essential retention tool.
Moreover, a research led by a casino in Brazil shows that most of their bettors engage in gambling occasionally rather than on a frequent basis, despite bonuses. The study shows that 27.55% of players bet only a few times per year, while 20.42% do so once or twice a month. Meanwhile, 14.10% reported not having placed any bets in the past 12 months.
This cultural acceptance of bonuses contrasts with Ireland’s emerging debate on gambling harm. While cashback promotions are presented as a way to reward player engagement, the Irish study raises questions about whether such incentives might subtly encourage increased spending — especially when tied to casino or sports betting products.
Balancing Regulation and Player Protection
Both Ireland and Brazil illustrate the complex relationship between marketing incentives and responsible gambling. In Ireland, regulators are moving toward limiting bonuses to curb excessive play. In Brazil, where legalization is still recent, operators are using promotions as a key competitive advantage.
The differing regulatory paths reflect broader questions about how gambling incentives are perceived — as rewards, marketing tools, or potential risk factors. As global betting markets continue to expand, finding a balance between commercial promotion and player protection remains one of the industry’s most pressing challenges.
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