Baby Boomers and Gen X Responsible for Increased Betting Activity in Q4 2024
TransUnion (NYSE: TRU) reports that betting activity increased to 26% in Q4 2024, up from 24% in Q4 2023, driven by significant generational shifts. Baby Boomers and Gen X showed increased participation (+7% and +4% YoY respectively), while Millennial engagement dropped 5% YoY. High-value bettors (spending >$500/month) decreased engagement by 8% in land-based and 9% in online betting.
The report highlights improved financial health among bettors, with 54% of high-value bettors having good/excellent credit and middle/high income, up from 50% in Q4 2023. Bettors demonstrated stronger financial profiles than non-bettors, with over 50% reporting recent income increases compared to 21% of non-bettors. The industry faces increased regulatory scrutiny, leading to the formation of the Responsible Online Gaming Association (ROGA) to establish industry-wide standards.
TransUnion (NYSE: TRU) riporta che l'attività di scommessa è aumentata al 26% nel Q4 2024, rispetto al 24% nel Q4 2023, alimentata da significativi cambiamenti generazionali. I Baby Boomers e la Gen X hanno mostrato una partecipazione maggiore (+7% e +4% anno su anno rispettivamente), mentre il coinvolgimento dei Millennials è diminuito del 5% anno su anno. I scommettitori di alto valore (che spendono >$500/mese) hanno ridotto il loro coinvolgimento dell'8% nelle scommesse terrestri e del 9% nelle scommesse online.
Il rapporto evidenzia un miglioramento della salute finanziaria tra i scommettitori, con il 54% dei scommettitori di alto valore che ha un buon/eccellente credito e un reddito medio/alto, in aumento rispetto al 50% nel Q4 2023. I scommettitori hanno mostrato profili finanziari più solidi rispetto ai non-scommettitori, con oltre il 50% che riporta recenti aumenti di reddito rispetto al 21% dei non-scommettitori. Il settore sta affrontando un aumento della sorveglianza normativa, portando alla formazione dell'Associazione per il Gioco Online Responsabile (ROGA) per stabilire standard a livello di settore.
TransUnion (NYSE: TRU) informa que la actividad de apuestas aumentó al 26% en el Q4 de 2024, en comparación con el 24% en el Q4 de 2023, impulsada por cambios generacionales significativos. Los Baby Boomers y la Generación X mostraron una mayor participación (+7% y +4% interanual, respectivamente), mientras que la participación de los Millennials disminuyó un 5% interanual. Los apostadores de alto valor (que gastan más de $500/mes) disminuyeron su participación en un 8% en apuestas terrestres y un 9% en apuestas en línea.
El informe destaca una mejora en la salud financiera entre los apostadores, con el 54% de los apostadores de alto valor que tiene un buen/excelente crédito y un ingreso medio/alto, un aumento del 50% en el Q4 de 2023. Los apostadores mostraron perfiles financieros más sólidos que los no apostadores, con más del 50% informando aumentos recientes en sus ingresos en comparación con el 21% de los no apostadores. La industria enfrenta un aumento en el escrutinio regulatorio, lo que lleva a la formación de la Asociación de Juego Online Responsable (ROGA) para establecer estándares a nivel de la industria.
TransUnion (NYSE: TRU)은 2024년 4분기 내기 활동이 2023년 4분기의 24%에서 26%로 증가했다고 보고했습니다. 이는 significant한 세대 변화에 의해 촉발되었습니다. 베이비 붐 세대와 X세대는 각각 +7% 및 +4%의 참여 증가를 보였고, 밀레니얼 세대의 참여는 전년 대비 5% 감소했습니다. 고액 내기꾼(월 $500 이상 지출)은 오프라인 내기에서 8%, 온라인 내기에서 9% 참여를 줄였습니다.
보고서는 내기꾼들 사이의 재정적 건강이 향상된 것을 강조하며, 고액 내기꾼의 54%가 좋은/우수한 신용과 중간/높은 소득을 가지고 있다고 밝혔습니다. 이는 2023년 4분기의 50%에서 증가한 수치입니다. 내기꾼들은 비내기꾼들보다 더 강력한 재정 프로필을 나타내었으며, 최근 소득 증가를 보고한 비율은 50% 이상으로, 비내기꾼의 21%와 비교됩니다. 산업은 증가하는 규제 감독에 직면하고 있으며, 이는 업계 표준을 수립하기 위해 책임 있는 온라인 게임 협회(ROGA)의 형성으로 이어졌습니다.
TransUnion (NYSE: TRU) rapporte que l'activité de paris a augmenté à 26% au Q4 2024, contre 24% au Q4 2023, soutenue par des changements générationnels significatifs. Les Baby Boomers et la Génération X ont montré une participation accrue (+7% et +4% en glissement annuel respectivement), tandis que l'engagement des Millennials a chuté de 5% en glissement annuel. Les parieurs de grande valeur (dépensant >500$/mois) ont diminué leur engagement de 8% dans les paris terrestres et de 9% dans les paris en ligne.
Le rapport met en évidence une amélioration de la santé financière des parieurs, avec 54% des parieurs de grande valeur ayant un bon/excellent crédit et un revenu moyen/élevé, en hausse par rapport à 50% au Q4 2023. Les parieurs ont montré des profils financiers plus solides que les non-parieurs, avec plus de 50% rapportant des augmentations de revenus récentes contre 21% des non-parieurs. L'industrie fait face à une surveillance réglementaire accrue, ce qui a conduit à la formation de l'Association Responsible Online Gaming (ROGA) pour établir des normes à l'échelle de l'industrie.
TransUnion (NYSE: TRU) berichtet, dass die Wettaktivität im 4. Quartal 2024 auf 26% angestiegen ist, verglichen mit 24% im 4. Quartal 2023, was durch bedeutende generationsbedingte Veränderungen verursacht wurde. Baby-Boomer und Generation X zeigten eine erhöhte Teilnahme (+7% und +4% gegenüber dem Vorjahr), während das Engagement der Millennials um 5% im Jahresvergleich sank. Hochwertige Wettenden (mit Ausgaben von über 500 $/Monat) verringerten ihr Engagement um 8% bei stationären und um 9% bei Online-Wetten.
Der Bericht hebt die verbesserte finanzielle Gesundheit der Wettenden hervor, wobei 54% der hochwertigen Wettenden über eine gute/exzellente Kreditwürdigkeit und ein mittleres/hohes Einkommen verfügen, was im Vergleich zu 50% im 4. Quartal 2023 gestiegen ist. Wettende haben stärkere finanzielle Profile als Nicht-Wettende, wobei über 50% von ihnen kürzliche Einkommenssteigerungen berichten, verglichen mit 21% der Nicht-Wettenden. Die Branche sieht sich einem zunehmenden regulatorischen Druck ausgesetzt, was zur Gründung der Responsible Online Gaming Association (ROGA) geführt hat, um branchenspezifische Standards festzulegen.
- Overall betting activity increased to 26% from 24% YoY
- 54% of high-value bettors have good/excellent credit and middle/high income, up from 50% YoY
- Bettors show stronger financial profiles with 50%+ reporting income increases
- Higher credit scores among bettors compared to non-bettors (59% land-based, 54% online vs 47% non-bettors)
- Millennial engagement dropped 5% YoY
- High-value bettor engagement decreased 8% in land-based and 9% in online betting
- Increased regulatory pressure and scrutiny on the betting industry
- Higher financial volatility among bettors raises responsible gaming concerns
Insights
The Q4 2024 US Betting Report from TransUnion reveals a pivotal shift in the betting industry's demographic landscape that carries significant implications for gaming operators and investors. The 26% overall betting participation rate, up from 24% year-over-year, masks important underlying changes that warrant careful attention.
The most striking development is the demographic reversal: Baby Boomers and Gen X showed 7% and 4% YoY increases respectively, while Millennial participation dropped 5% YoY. This shift challenges the long-held industry assumption about Millennial dominance and suggests a need for operators to recalibrate their marketing strategies and product offerings.
The decline in high-value bettor engagement (8% drop in land-based and 9% in online) is particularly noteworthy for revenue projections. However, this is partially offset by the improved financial health of remaining high-value bettors, with 54% now having good/excellent credit and middle/high income, up from 50% YoY.
The formation of ROGA and increased regulatory scrutiny present both challenges and opportunities. While compliance costs may rise, operators who effectively implement responsible gaming measures could gain competitive advantages and regulatory goodwill. The industry's proactive approach through ROGA suggests a strategic pivot toward sustainable growth rather than short-term revenue maximization.
The financial resilience metrics reveal a important insight: bettors consistently demonstrate stronger credit profiles than non-bettors, with 59% of land-based and 54% of online bettors maintaining good/excellent credit scores. This data suggests that despite increased regulatory attention, the core customer base remains financially stable, potentially providing a buffer against regulatory headwinds.
The Q4 2024 data presents a nuanced picture of financial risk in the betting industry, with several key developments warranting investor attention. The reduction in high-risk profiles among frequent bettors—those with lower income and fair/poor credit dropping from 7% to 4%—suggests improved risk management practices within the industry.
The formation of ROGA marks a significant shift toward industry self-regulation, potentially pre-empting more stringent external oversight. This proactive approach, combined with the implementation of new assessment tools, indicates a maturing industry focused on sustainable growth rather than rapid expansion at any cost.
The divergence in financial profiles between bettors and non-bettors is particularly telling. With over 50% of bettors reporting recent income increases compared to just 21% of non-bettors, the industry appears to be naturally selecting for more financially resilient customers. This self-selection mechanism could provide some insulation against regulatory concerns about financial vulnerability.
For TransUnion, these developments represent an opportunity to expand its role in the gaming industry's risk assessment infrastructure. The company's credit data and analytics capabilities position it well to benefit from increased demand for sophisticated financial resilience assessment tools, particularly as operators seek to demonstrate responsible gaming practices to regulators.
Engagement among Millennials and high-value bettors declined compared to the same period in 2023
CHICAGO, Feb. 11, 2025 (GLOBE NEWSWIRE) -- Betting activity increased slightly in Q4 2024 to
While Millennials have dominated all forms of betting in recent years, this generation’s engagement dropped
“The demographic shift in betting activity serves as a good reminder that the best predictor of engagement is not age but rather increased earnings and liquidity,” said Declan Raines, head of TransUnion’s Gaming business. “Those who have a sudden influx of disposable income are more likely to participate in betting, and operators should keep that in mind when developing their marketing strategies.”
In addition to Millennials, fewer high-value bettors engaged in online and land-based betting activities. High-value bettors are those who spend more than
Healthier finances among bettors
The report found high-value bettors also attained improved overall finances. In Q4 2024,
Bettors proved to have a more resilient financial profile than non-bettors. More than half of consumers who bet in either land-based or online channels said their income had gone up a little or a lot in the past 3 months. Only
Consumer Credit Scores: Bettors vs Non-bettors
| Land-based Bettors | Online Bettors | Non-bettors | |
| Good/Excellent | |||
| Average | |||
| Fair/Bad |
Excellent: 781-850 | Good: 721-780 | Average: 661-720 | Fair: 601-660 | Bad: 300-600
Consumers who bet also had stronger credit scores, with more than half of land-based and online bettors indicating good or excellent credit scores, compared to just
Mounting regulatory pressure
Regulators and consumer advocacy groups became more focused on the betting industry in 2024. Recent studies published by Northwestern and UCLA outlining the risks to personal finances among a subset of players served to elevate the pressure on gaming operators to implement reasonable procedures to identify and curb problem gaming. In response, the industry formed the Responsible Online Gaming Association (ROGA) to establish industry-wide responsible gaming standards and support research and education on safe practices.
TransUnion’s US Betting Report has consistently found bettors experience higher levels of financial volatility—both positive and negative—relative to non-bettors. This represents a significant challenge for operators when engaging in responsible gaming assessments. It is imperative that gaming operators stay vigilant to ensure their most active players can sustain high levels of play without compromising their financial health.
“As the industry matures, new tools have emerged to help operators assess players’ financial resilience and promote responsible gaming,” said Raines. “Adopting these measures will help build on the significant investments made by the industry in responsible gaming to date as well as demonstrate good faith efforts to regulators and consumers while protecting profitability for operators in the long run.”
For full details from the US Betting Report, click here.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business
| Contact | Dave Blumberg TransUnion |
| david.blumberg@transunion.com | |
| Telephone | 312-972-6646 |
FAQ
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