ESRI Study for Irish GRAI Finds One in Ten Online Gamblers Maintain Four or More Accounts
ESRI study for GRAI finds one in ten online gamblers holds a minimum of four gambling accounts. 54% said they had opened a second account after registering with their first operator. 26% of online gamblers said they had lost a lot during their most recent gambling session, compared with 17% of those who gambled in person.
SCCG Take — Regulators will likely impose tighter cross-operator controls and unified self-exclusion to limit account proliferation, requiring operators to adapt compliance systems to new evidence-based standards.
A study conducted by the Economic and Social Research Institute on behalf of Ireland's Gambling Regulatory Authority has found that one in ten online gamblers holds a minimum of four gambling accounts. More than half of those who open accounts continue to additional operators.
The ESRI surveyed a representative sample of 1,000 gamblers. 77% had gambled online during the previous year, 59% had participated in person, and 44% used both channels. Among online gamblers, 54% said they opened a second account after their first. Good odds, straightforward registration processes, and promotional offers ranked among the top reasons. Consumers also found opening accounts and depositing funds easier than closing accounts or withdrawing winnings.
Online gamblers reported losses at higher rates, with 26% stating they lost a lot in their most recent session versus 17% of in-person gamblers. One in seven said their latest online session followed an email, app notification, or advertisement. Approximately one in five receive gambling-related notifications every day.
Drivers and Risks in Multi-Account Behavior
The patterns raise questions about how easily consumers shift between platforms and whether current safeguards suffice. Pete Lunn, head of the ESRI's Behavior Research Unit, noted that many people gamble for entertainment without experiencing harm. Prior ESRI research estimates one in 30 adults in Ireland experiences problem gambling.
Regulatory Steps Ahead
Ireland's Minister for Justice, Home Affairs and Migration, Jim O'Callaghan said the findings would help the government and regulator develop an evidence-based framework that considers public health and social needs while ensuring effective oversight of the industry. GRAI chief executive Anne Marie Caulfield said the results reinforced the need for stronger obligations on licensed operators, particularly on account opening and closure, spending limits, and advertising restrictions. The regulator plans to focus on marketing standards, account controls, and self-exclusion arrangements. The ESRI also called for further research into website and app design, advertising, and promotional activity.
As reported by GamblingNews, these outcomes signal a push toward practical protections that address the realities of multi-account usage across platforms.
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