Report
Illegal online gambling: Consumer awareness, drivers and motivations
The Gambling Commission's study into consumer awareness of the illegal online gambling market.
Methodology
Yonder Consulting, in partnership with the Commission, conducted a multi-phase study to identify consumers that engage with illegal websites. Phase 1 used a combination of quantitative and qualitative research methods to explore the different audiences engaging with illegal gambling websites. Insights from Phase One helped to inform and refine our approach for Phase 2, which involved a conducting a quantitative survey using a larger sample size to validate the initial findings.
Phases of illegal gambling research
Phase
Description of research
April 2024
Online survey
The core purpose of the quantitative research was to inform the qualitative phase, by gathering information on awareness of, and potential indicators of engaging in, illegal gambling and gaining consent for recontact. Yonder surveyed 1,007 people who had gambled online at least once in the last four weeks1
June to July 2024
Depth interviews
10 respondents were recruited to take part in one-hour online depth interviews; these respondents were recruited through recontacting a sub-set of individuals who took part in the quantitative survey, in which they indicated that they had likely engaged with illegal gambling websites in the last 4 weeks.
Focus groups
2 x 90-minute online focus groups were conducted with those who had experience of using illegal gambling websites whilst being self-excluded from licensed gambling websites using GAMSTOP. Recruitment for the groups was conducted via members of our Lived Experience Advisory Panel (LEAP), who also facilitated the sessions2. Discussions revolved around online gambling activity (including preferred activities, providers, and pathways in) as well as experiences of using illegal gambling websites while registered to GAMSTOP.
December 2024
Online survey
Phase 2 aimed to validate the phase 1 findings using a larger sample size of 2,046 individuals who had gambled online in the last 4 weeks3. It aimed to explore how routes into the illegal market interact with, and feed into, the different types of audiences who use illegal gambling websites. Respondents were asked about their awareness of the illegal online gambling market and their engagement with it.
To increase accuracy in identifying those who use the market, respondents were not only directly asked whether they had used an illegal site, they were also asked about proxy behaviours that may be indicative of illegal site use4. This approach allowed Yonder to capture those who may be engaging with these sites unknowingly in addition to those who do so intentionally.
More details on methodologies can be found in Phase 1 and Phase 2.
Strengths and limitations
Using a mixed-methods approach has allowed Yonder to gather a well-rounded view of consumer engagement in the online illegal market. The quantitative stages of the project provided valuable snapshots of attitudes and opinions, offering a broad view of trends and patterns across a specific sample. Conversely, the depth interviews conducted in phase one allowed Yonder to understand the complexities and nuance of consumers’ experiences with illegal websites.
While Yonder took care to ensure the robustness of the findings through the research design and application, there are some limitations which should be considered when reading this report5 . Firstly, all insights gathered from the Consumer Voice project are based on self-reported behaviour rather than observed behaviour, meaning insight is limited to what respondents felt comfortable revealing to Yonder in the research setting.
Additionally, the quantitative samples used throughout this research included only those who have gambled online in the past 4 weeks, excluding National Lottery only players. This was to ensure respondents had as accurate recollection of websites, products and experiences as possible. As such, findings should not be treated as representative of all those who gamble online, and caution should be taken in exploring sub-group differences.
The Commission is undertaking an additional phase of research, in which questions relating to online illegal gambling are being asked to a nationally representative sample of consumers using the Gambling Survey for Great Britain (GSGB).
References
1 Note, excluding those who only: gamble in person, play National Lottery draws, play scratchcards, or participate in private betting (that is, any combination of only these activities). Respondents were recruited to be broadly representative, using a quota-based sampling approach.
2 This was done to enhance safeguarding and minimise potential harm given the sensitive nature of the topic.
3 An example proxy indicator is asking respondents whether they paid to gamble using a credit card, as this has been banned since 2020.
4 Note, excluding those who only played National Lottery draws.
5 For more detail surrounding the strengths and limitations of Yonder’s approach, see the Phase 1 and Phase 2.
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Illegal online gambling: Consumer awareness, drivers and motivations - Motivations for using the illegal online market
Last updated: 18 September 2025
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Formatting issue corrected.