Baby Boomers and Gen X Responsible for Increased Betting Activity in Q4 2024
Rhea-AI Summary
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.
Positive
- 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)
Negative
- 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
News Market Reaction
On the day this news was published, TRU declined 0.70%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
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
What was the betting activity increase in Q4 2024 according to TransUnion (TRU)?
How did Millennial betting engagement change in Q4 2024 for TRU?
What percentage of high-value bettors had good/excellent credit in TRU's Q4 2024 report?
How did Baby Boomer betting activity change in Q4 2024 according to TRU?
What was the decline in high-value bettor engagement for TRU in Q4 2024?
