Nationwide warns of concentrated gambling spend as top 10 per cent average £745 a month
Nationwide says gambling spend rose in January, with the top 10 per cent of gamblers averaging about £745 a month, as a busy 2026 sports calendar raises concern about higher betting activity and growing demand for support services.
• Nationwide recorded a 9 per cent rise in the total value of customer gambling spend in January, with gambling-related transactions up 7 per cent.
• Survey findings showed the top 10 per cent of spenders wager an average of about £745 per month.
• Nationwide said 68 per cent of gamblers expect to increase betting in 2026, driven by a busy schedule of major sports events.
• The World Cup was the most cited event expected to lift betting activity, alongside the Champions League, the Champions League final, and Royal Ascot.
• GamCare reported a 48 per cent increase in National Gambling Helpline referrals in January compared with 2025.
Nationwide Building Society has reported an uptick in gambling activity at the start of the year, with new figures highlighting how spend remains heavily concentrated among a smaller group of high-intensity customers.
Data released by Nationwide showed a 9 per cent increase in the total value of customers’ gambling spend during January compared with the same period a year earlier. The number of gambling-related transactions also rose 7 per cent, indicating an increase in both frequency and value.
Alongside its customer data, Nationwide published findings from a survey conducted by Censuswide among a sample of 2,000 UK gamblers. The survey indicated that the top 10 per cent of spenders wager an average of approximately £745 per month, underlining how a minority of gamblers account for a disproportionate share of total spend.
The same research suggests appetite may rise further during 2026. Nationwide said 68 per cent of current gamblers anticipate increasing their betting this year, with respondents pointing to a packed calendar of major sporting events. The FIFA Men’s World Cup was expected to drive 59 per cent of that activity, while the Champions League and the Champions League final were also frequently cited, alongside Royal Ascot.
Respondents also pointed to motivation. Most described gambling as entertainment or a thrill linked to winning, while 18 per cent said boredom was the primary driver. A smaller share reported financial pressure, with 17 per cent saying they needed more money to pay essential bills and 6 per cent stating gambling had negatively impacted their standard of living.
Nationwide also highlighted low awareness of account-level safeguards. The building society said around 19 per cent of gamblers were unaware that banks and building societies commonly offer gambling blocks on accounts, which can be used to restrict gambling-related payments.
Kathryn Townsend, head of customer vulnerability at Nationwide, said the organisation is concerned that a year filled with major sporting events could lead more people to gamble beyond what they can afford, and argued that early identification and strong safeguards are essential.
GamCare echoed those concerns, pointing to the link between gambling problems and financial stress, mental health strain, and relationship breakdown. The charity said its National Gambling Helpline recorded a 48 per cent increase in referrals in January compared with 2025.
The findings land against a wider picture in Great Britain where gambling participation remains substantial, with broader official data showing mixed experiences among those who gamble.
The most important signal here is concentration. When the top 10 per cent are spending hundreds of pounds a month, harm risk becomes less about whether people gamble and more about whether a smaller cohort is being pulled into sustained, high-frequency patterns that are difficult to unwind.
A major events calendar acts as a predictable accelerant because it increases opportunities to bet and amplifies exposure through coverage and promotion. The risk is intensified by mobile access, in-play mechanics, and increasingly personalised offers that can normalise higher cadence gambling, particularly among younger adults who consume sport across multiple screens.
Financial services firms are becoming a practical intervention layer because they can spot patterns quickly and offer friction tools such as blocks. The problem is awareness and adoption. If roughly one in five gamblers do not know blocks exist, the protective value is limited. The next step is not only better signposting, but making it straightforward for customers to use blocks, set spending alerts, and access support before behaviour escalates.
Sources
Why This Matters
iGaming Times analysis: Bank-derived gambling-spend distributions are a meaningfully different evidence base than self-reported survey data — the top-decile concentration figures Nationwide is publishing align more closely with operator internal CLV-segmentation than with regulator-published participation surveys, and the gap matters politically. As bank data becomes the de-facto reference dataset for affordability-policy debates, operators and regulators converge toward the same underlying picture of how revenue is distributed across the customer base, which compresses the room for divergent policy claims.
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