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Sports betting is very popular among Irish people. The online gambling industry's revenue for 2025 exceeds a billion euros, which speaks volumes. Today, to visit a bookmaker, all you need to do is take your phone and open its website or app. This seems completely natural to young players, but people of the 40+ generation remember very well that this was not always the case. In this review, we will take a brief look at the history of sports betting in Ireland and talk about the current state of affairs in the industry.

Early 2000s: the bookie era

The year 2026 marks the 100th anniversary of the legalization of betting shops in Ireland. By the end of the last century, the gambling industry had become highly developed, but most gambling ventures in the late 1990s differed little from their “ancestors,” except, of course, for technical improvements.

In-shop slips, cash betting, limited markets

To place a bet, you had to go to the bookmaker in person. It was also possible to place a bet by phone, but you could only find out about all the betting options at the bookmaker itself. Often, you had to wait in line at the cashier's desk. 

After accepting the bet, the bookmaker issued a betting slip, which had to be shown to receive the payouts. If this slip was lost, the payment process was delayed, and there was a risk that the person who found it would take the money for themselves. The slips were not personalized.

Traditional bookmakers accepted bets in cash, and payouts were made in the same way. It was quite difficult to conceal a big win if one wished to do so. In terms of the game itself, the choice of markets was much smaller, usually limited to the most popular sports and sports leagues.

Slower odds updates and fewer betting options

There were also many fewer betting options. Mostly, simple outcomes, handicaps, and totals were offered. There was no in-play betting. Some bookmakers accepted bets during the match by phone, but they only began to actively use the current format at the beginning of the 21st century. In the pre-Internet era, odds were updated slowly, which, by the way, gave an advantage to bettors with insider information.

The online boom: betting moves to the web

The world's first online bookmakers appeared in the mid-1990s. In Ireland, online betting became popular in the 21st century. One of the pioneers in this field was the well-known bookmaker Paddy Power. By 2003–2004, several local betting sites were operating in the country. Users quickly appreciated the advantages of the new format.

Accounts, deposits, and 24/7 access

The first improvement was the ability to place bets at any time, not just during office hours. It became much more convenient to study the offers: the line was displayed right in front of you on the screen. Bettors had to do the bare minimum:

• create an account on the platform;

• make a deposit to cover the cost of online betting;

• start choosing and placing bets.

At first, there were technical issues and inconveniences, but the services quickly improved, making online betting increasingly popular.

More markets, easier odds comparison, global reach

Older generations of bettors were slow to appreciate the significance of the transition from traditional bookmakers to digital platforms. Some were unfamiliar with modern technology, while others enjoyed the club atmosphere. But time cannot be stopped. The key advantages of the new format quickly became apparent, and it would have been foolish to ignore them:

• a much wider selection of sports and markets;

• the ability to bet during a match, even on events taking place at night;

• additional gambling options;

• bonuses for activity and loyalty. 

Around the end of the 2000s, the evolution of sports betting shifted to the rapid development of mobile technologies. It became possible to bet comfortably without being tied to a desktop computer—smartphones allowed you to do this anywhere there was an internet connection. Today, even the most stubborn representatives of the “old school,” with rare exceptions, play online. 

Land-based bookmakers are still popular. They are equipped with the latest technology, and it is very comfortable to place bets there, but most people still prefer mobile gambling.

The app age: betting becomes instant

The current era of betting can be called the “era of apps.” It is not necessary to install an application on your smartphone to gamble. The mobile site is always available. However, gambling using betting apps is more convenient for many reasons, as confirmed by the steady growth in popularity of this format.

Live betting, bet builders, and personalized promos

One of the main arguments in favor of installing the mobile application is that it is more convenient to place live bets there. This type of betting has long ceased to be an exotic addition to traditional pre-match betting. Statistics show that more than 50% of bets made by Irish bettors today are live bets.

In addition to the real-time betting line itself, app users have access to a variety of convenient betting options:

• up-to-date statistics and results updated every few seconds;

• live broadcasts — video or graphic;

• 1-click bets, accepted immediately after clicking on the odds;

• cashout (Early Cash Out), allowing bettors to settle a wager before the event ends at the amount offered by the bookmaker;

• bet builder, which allows you to include several events from one match in a bet.

An important advantage of online betting is bonuses. Unlike traditional bookmakers, websites and apps regularly reward bettors for their activity. The first gift is given upon registration. Bookmakers reward bettors for making deposits, participating in promotions, and completing missions in loyalty programs. Often, there are special bonuses for betting in mobile apps.

Push notifications and “always-on” engagement

The support service for online betting platforms is usually available around the clock. You can contact an operator via chat or send an email at any time. Telephone support may only be available during certain hours, but this line is often available 24/7.

App users can also set up automatic notifications. For example, push notifications for live betting on events of interest, reinforced with sound or light signals. Or the Reality Check feature, which periodically reminds you that you have been gambling for quite a while and that it might be time to take a break.

What changed for bettors and markets

Modern online betting offers way more markets than the lines at Irish land-based bookmakers at the end of the last century. First, the number of sports has really gone up. The betting experience in recent years shows that local bettors' interests aren't just limited to traditional soccer, rugby, horse racing, and Gaelic games. 

Moreover, in addition to classic sports, bookmakers today accept bets on all kinds of e-sports competitions and even virtual matches played by computers.
Secondly, many additional markets have appeared that were previously unavailable due to a lack of technical capabilities.

Micro markets in live betting

So-called micro markets are becoming increasingly popular. These are online sports betting, placed in real time on the results of a very short period of time. For example, whether the next serve in tennis will end in an ace or how many points will be scored in the next minute of a basketball game. 

Betting platforms have been offering live bets on the results of individual halves, periods, or sets for quite some time. Micro markets technology takes this type of betting to a whole new level. Here, the time frame can be less than a minute.

Today, this area is being actively developed by all the popular bookmakers in Ireland, including Paddy Power and Bet365. Of course, for those who like to think long and hard about their bets, while recalling past matches and the history of the Sports History Network, such offers are unlikely to be of interest, but there are very few such players left. Most are interested in the dynamics. 

Data, streaming, and faster pricing efficiency

The development of online betting requires more and more resources. Modern digital platforms use the latest data processing technologies, including artificial intelligence and the latest developments from both well-known companies and promising projects, such as Techround startup. In addition to forming the betting line, AI closely monitors customer actions and their betting experience on the platform in order to create interesting personalized offers. 

The odds are calculated by programs that take into account all the most significant factors. This makes experienced bettors nostalgically sigh for the good old days when it was not particularly difficult to immediately see promising positions in the line that arose due to the bookmaker's miscalculation. But more importantly, sports gambling is now much more accessible and convenient.

Regulation and responsible gambling

Until 2024, the gambling industry of Ireland was regulated by a law passed almost a century ago (1931). In 2015, it was updated to adapt the market to online betting, but many gray areas remained. First and foremost, in matters related to licensing and the regulation of online gambling operations. In 2024, a new law was finally introduced, standardizing the requirements for all gambling operators.

According to this document, the market is now overseen by a single regulator, the Gambling Regulatory Authority of Ireland (GRAI). The organization is responsible for licensing and supervising compliance with standards both online and in public places. Only bookmakers approved by the GRAI can operate legally in the country.

Tighter rules, verification, and compliance

Legalised betting shops in Ireland are required to verify bettors in accordance with GRAI requirements. The venue must carry out verification to confirm that the customer is over 18 years of age and does not have any other restrictions under the law. Responsible gambling also requires constant monitoring of visitor behaviour to prevent gambling addiction.

Safer gambling tools and growing public debate

Legal bookmakers are required to provide bettors with self-restriction tools, such as:

• setting limits on deposits and time spent gambling;

• periodic reminders about the duration of the gambling session;

• temporary account blocking.

If problem gambling has gone too far, you can always request to be included in the National Register. This register lists individuals who are not allowed to bet on sites licensed by Irish bookmakers. 

If you are unable to control your gambling, it is wiser to switch to other forms of entertainment, such as trying out the best video game consoles. Risking money without internal “brakes” means exposing yourself and your family to financial risk. Not to mention the serious psychological disorders that often arise as a result of gambling addiction.

The adoption of the new gambling law has sparked a lively public debate in Ireland. Industry representatives and many bettors did not like the restrictions on advertising, limits on bets, payouts, and bonuses. Be that as it may, today this is a reality that must be accepted. The main thing is that the law is really aimed at protecting bettors.

1XBET AND TERMINUS PLATFORM IRELAND LIMITED DO NOT SPONSOR ANY OF THE EVENTS ABOVE AND HAVE NO PARTNERSHIP WITH ASSOCIATED SPORTS LEAGUES AND/OR ASSOCIATIONS.

The article were prepared by the author of the 1xbet Ireland team.