Young Adults Stoke Q2 Gaming

Betting activity increased to 30 percent of consumers in Q2 2025 versus 25 percent in 2024, according to TransUnion. The increase was primarily among Gen Z and millennial bettors—34 percent and 42 percent, respectively—especially those who invested in speculative financial opportunities.

“Though gambling is up across almost all generations, younger adults have returned to being the most active consumer segment,” said Declan Raines, head of TransUnion’s Gaming business.

Land-based casinos were still tops for betting, with online sports betting a close second. While millennials increased betting activity across all channels, Gen Z consumers increased only their online sports betting.

The best predictor of consumer betting is increased discretionary income. Student loan repayments, inflationary pressures and lower consumer confidence threaten to curb younger consumers’ engagement in betting.

The takeaway for operators is to prioritize long-term sustainability over short-term profits. “Operators must be sensitive to the precarious nature of bettors’ finances and utilize a robust responsible gaming platform to help protect them,” said Raines. “Such measures are especially popular among Gen Z bettors, who are on track to become the dominant consumer segment, spending more per capita than any other generation.”