You don’t have to look far to find betting promos these days: free bets, cashback deals, boosted odds, they’re plastered everywhere. But are they just harmless perks, or do they really change how people bet? A new Irish study, done with the support of the Gambling Regulatory Authority of Ireland (GRAI), on Euro 2024 punters suggests it’s the latter, and the numbers are pretty striking.

  • Researchers followed 622 men under 40, the sweet spot for most sportsbooks. Half were shown offers like free bets and moneyback deals, the other half got none. Simple idea: see if these flashy inducements really mess with betting habits.

  • Turns out, they do. Those hit with offers spent about 11% more on bets than the no-offer group. And they weren’t just spending more, they were much less likely to skip a bet altogether. The promos didn’t just get people interested; they got them hooked.

  • The effect was even stronger on bettors already at risk. Guys with signs of problem gambling were far more likely to ramp up their stakes when an inducement popped up. The biggest jumps were in the moderate-risk group, but the trend held across the board.

  • It didn’t stop at spending. Bettors who saw offers were three times more likely to take so-called “bad bets”, options that looked tempting but actually gave worse returns. Basically, these promos nudged people into riskier, worse-value bets.

  • And the fine print? Forget it. Only two participants bothered to click through and read the full terms. Most bettors guessed wrong on how the offers really worked or overestimated what they’d get back. Even experienced gamblers got it wrong.

  • The takeaway? These aren’t just harmless hooks to lure in new players. They’re powerful levers that get punters to spend more and take bigger risks. It’s no surprise several European regulators are already moving to crack down on these tactics.

  • As one researcher bluntly put it, “These promos aren’t about helping people shop around. They’re about pushing them to bet more and make worse choices.” For anyone watching the betting industry, this study reads like a big red flag.

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