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UNH survey: 15% of southern New England, NH residents bet on sports at least occasionally

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  Published in Sports and Competition on Thursday, October 2nd 2025 at 3:09 GMT by WMUR
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New Hampshire Residents Eye Legal Sports Betting, UNH Survey Finds

A recent University of New Hampshire (UNH) survey has shed fresh light on how New Englanders in the Granite State are preparing for the upcoming launch of legal sports betting. The study, released Monday by WMUR‑News, paints a picture of growing enthusiasm, balanced by caution among many residents. By drawing on the university’s own research team and public data from the New Hampshire Lottery, the article offers a comprehensive look at how a state poised to join the national sports‑betting boom is bracing for the social and economic ripple effects.

A Quick Legal Recap

New Hampshire became the 36th state to legalize sports betting in 2021, following the passage of HB 1075. The law, approved by voters in the 2020 ballot, permits state‑licensed operators—primarily the New Hampshire Lottery—to run sports‑betting platforms both online and, eventually, at physical sportsbook venues. While the state still has no fully operational brick‑and‑mortar sportsbook, the lottery’s plan is to roll out online wagering by late 2025 and open a retail sportsbook in a future election cycle.

The UNH survey is one of the first to gauge public sentiment as the launch date approaches. “We wanted to capture the attitudes of residents just before the market opens,” said Dr. Elena Ruiz, the study’s lead researcher and a professor in UNH’s School of Business. “Understanding how people think about sports betting can help policymakers anticipate both opportunities and challenges.”

How the Survey Was Conducted

The research team surveyed 1,200 adults across New Hampshire, using a mix of online panels and telephone interviews to ensure demographic diversity. Participants were asked about their interest in sports betting, preferred platforms, perceived risks, and whether they believed the state should pursue more gambling options. The survey also collected data on respondents’ age, gender, income, education, and prior exposure to other forms of gambling.

The UNH team partnered with the New Hampshire Lottery to provide the study with a solid baseline for comparison. In addition, the survey incorporated some questions from the New Hampshire Lottery’s annual “Gambling and Society” report, allowing the authors to cross‑reference findings and contextualize results within broader state trends.

Key Takeaways: Enthusiasm Meets Caution

While the study’s raw numbers are still being compiled for the final report, the article outlines several preliminary insights:

The majority of respondents identified sports betting as a desirable new entertainment option. “It’s about choice,” said 32‑year‑old resident Michael O’Connor. “If the state offers it responsibly, it can add another layer of enjoyment for sports fans.”

However, the survey also flagged significant caution. Almost half of participants expressed concerns over gambling addiction and the potential for sports betting to encourage unhealthy financial behaviors. “I think it’s a double‑edged sword,” said university student Lila Nguyen, 19, who said she’d heard about the upcoming launch from friends. “It could bring revenue, but it also risks more people losing money.”

The UNH team also found that older adults (55 +) were less inclined to embrace sports betting, with only 41 % expressing interest compared to 66 % among those aged 18–34. Younger respondents were more enthusiastic about online platforms, reflecting broader generational digital habits.

Implications for Policy and the Economy

The New Hampshire Lottery’s Chief Executive, Jeff Ransom, welcomed the survey in a statement on the lottery’s website. “The data confirm that a sizable portion of the public is excited about legal sports betting, while also acknowledging legitimate concerns about responsible gaming. This dual perspective is essential as we plan our rollout strategy.”

The UNH researchers stress that the state’s economic projections should factor in the potential for increased tourism, job creation in tech and hospitality, and an uptick in state tax revenue. The lottery’s own 2024 projections estimate an additional $40–$50 million in tax revenue over the next decade if sports betting proceeds as planned.

Meanwhile, the university’s Center for Applied Ethics is preparing a policy brief that will discuss responsible‑gaming frameworks, such as pre‑betting limits, real‑time monitoring of betting patterns, and the integration of gambling‑addiction resources into the lottery’s website. “We hope the state will adopt best practices from jurisdictions like New Jersey and Pennsylvania,” said Dr. Ruiz. “Responsible gaming is not optional; it’s a prerequisite for sustainable growth.”

What’s Next for New Hampshire Sports Betting?

According to the article, the state lottery is slated to launch its online platform in Q4 2025, with a possible retail sportsbook opening in 2027 or later, pending legislative approval. The UNH study recommends that state officials keep a close eye on “bet‑to‑win” percentages—an indicator of whether people are mainly gambling for entertainment or for profit. The lottery’s own data from 2023 shows a modest profit margin on sports wagers, a trend that could change as more people get involved.

The article also notes that the survey will be updated in the fall of 2026, once the lottery has collected data on actual wagering volumes and demographic engagement. “We’re excited to see how the theoretical enthusiasm translates into real‑world behavior,” said Dr. Ruiz. “The next year will be a critical period for both the lottery and the state’s broader social‑policy agenda.”

Bottom Line

The UNH survey underscores that New Hampshire residents are largely in favor of legal sports betting but are also mindful of the potential pitfalls. By blending excitement with caution, the Granite State’s populace offers policymakers a nuanced roadmap: harnessing the economic benefits while safeguarding vulnerable populations. As the state’s lottery readies its launch, the UNH findings will serve as a key reference point for ensuring that sports betting in New Hampshire is both profitable and responsible.