Report
Illegal online gambling: Consumer awareness, drivers and motivations
The Gambling Commission's study into consumer awareness of the illegal online gambling market.
Motivations for using the illegal online market
Respondents showed low levels of awareness of the illegal online market, highlighted by some reporting that they had not used illegal websites whilst their responses to other questions indicated otherwise, and vice versa. This lack of understanding was also highlighted in survey verbatim responses after respondents were asked to name illegal websites they had used, with only a minority able to name an illegal website, and numerous respondents mistakenly naming licensed operators. However, respondents agreed it is important that operators have a licence to operate in Great Britain. There therefore looks to be a disconnect in individuals who gamble online, between the perceived importance of operators being licensed, and their understanding of whether or not operators hold this licence, and how this can be verified.
Respondents reported typically using illegal gambling websites to engage in online betting on football, online bingo, online fruit or slot games and virtual gaming1. Phase 2, specifically, found that there does not seem to be a clear distinction between the demographics of consumers that gamble with licensed websites versus illegal gambling websites. As with legal gambling websites, reported engagement with illegal gambling websites also tends to be higher amongst men, younger individuals (that is, aged 18 to 24 years)2, those who gamble more frequently, and those who score 8 or more on the Problem Gambling Severity Index (PGSI).
Respondents who had gambled using illegal websites were more likely (than those who had not used illegal gambling websites) to prioritise factors such as finding better odds and offers, wanting to play games that are unavailable in Great Britain, ability to use alternative payment methods (that is, not GBP), avoiding stake or spend limits, and lower barriers to entry such as minimal age or ID verification processes when choosing which website to gamble on than those who had not. For others, a key driver is the desire to circumvent protection measures such as self-exclusion. Many respondents reported that their engagement in the illegal online market is an extension of their overall approach to gambling, in which they seek out fun, new experiences, or better rewards.
This research also highlighted that engagement with illegal gambling websites is typically supplementary rather than exclusive, with most illegal gambling website users reporting favouring spending time or money on licensed websites rather than on illegal websites. No respondents reported gambling solely on illegal gambling websites, indicating that those who do engage with illegal markets are still using licensed operators for most gambling activities.
We also asked respondents whether they would be likely to use illegal gambling websites in the future. This revealed that those who report that they may use illegal gambling websites in the future have a broad range of motivations for potentially doing so, many of which are the same as those held by consumers who are already using illegal gambling websites. However, there are limitations to asking about future intent in self-report surveys, and so further research will be required to unpick potential drivers into the illegal market in more depth.
4 key audiences
In the qualitative stage of Phase One of the research, Yonder identified 4 profiles of audiences that use illegal gambling websites, either knowingly or unknowingly. These 4 audiences have varying levels of awareness of engagement with illegal gambling websites, different entry pathways into the websites, and motivations for using them. Phase 2 validated these findings and provided deeper insights into consumer engagement with illegal gambling websites.
The 4 audiences are briefly described in the following paragraphs3.
Self-excluders
These are individuals who gamble on illegal gambling websites but have chosen to self-exclude from all licensed gambling websites by registering with GAMSTOP, and/or by using other gambling blocking schemes or software. They also may be experiencing adverse consequences from their gambling.
Individuals in this audience group are therefore unable to access licensed gambling websites, so instead use illegal websites when they feel the urge to gamble.
Self-excluders primarily use search engines to find ‘not on GAMSTOP’ websites, and report receiving a high amount of direct marketing and targeted advertising on social media.
“I didn’t care who I was gambling with, I just wanted somewhere where I could play slots.”
Female, aged 55 to 64
For more insight, see the ‘Self-excluders’ case study in the Phase 1 report.
Skilled Advocates
These are individuals who knowingly and systematically engage with illegal websites, motivated by the desire to acquire new skills and explore a variety of new game types.
Skilled Advocates also report being motivated by access to better odds and offers, lower stakes, deposit and withdrawal thresholds, the use of foreign or digital currencies (including cryptocurrencies), and sign-up processes that don’t require identity verification.
Individuals in this audience group tend to find illegal websites from engaging in conversations with other like-minded individuals who gamble, using private or open communities (such as X, WhatsApp, Facebook, Telegram, Reddit), paid advertising on social media, and through social media influencers.
“I like to follow the conversation and see what people are recommending on Reddit. You never know what new thing someone might find to try.”
Male, aged 25 to 34
For more insight, see the ‘Skilled Advocates’ case study in the Phase 1 report.
Social Explorers
Social Explorers are individuals who discover these websites through social networks, social media, search engine advertising, affiliate websites and forums, often trialling them before committing in order to minimise risks.
Social Explorers tend to use illegal sites so they can find the best odds, and so they can build social bonds by sharing their gambling experiences with likeminded friends or family.
This audience group typically report being unaware of their engagement with the illegal market, unlike skilled advocates who knowingly choose to use illegal gambling websites. However, they do notice some distinctions between licensed and illegal websites through a variety of indicators, such as default payment currencies, website quality and website ‘location’. In response, social explorers tend to exercise caution when trying new websites, generally placing lower bets and stakes as part of their exploration.
“I’m okay with using these sites. As long as I know they work and I know my friends wouldn’t recommend a site if they hadn’t tried it first.”
Male, aged 45 to 54
For more insight, see the ‘Social Explorers’ case study in the Phase 1 report.
Accidental Tourists
Accidental Tourists are individuals who stumble upon these websites completely by chance, and therefore unknowingly engage with the illegal online market.
This audience group is motivated by seeking better odds and high Return to Player (RTP) percentages, and uses gambling to enhance enjoyment of their hobbies (for instance, by betting on sport).
“You can bet on more sports on these sites, like games in the US. For UK games, you can get better odds betting with a foreign site.”
Male, aged 55 to 64
Accidental Tourists tend to find illegal websites using search engines and through advertising or recommendations sourced through their hobbies, for instance through YouTube influencers or sports podcasts.
“I didn’t realise these sites might be unlicensed. I didn’t even think about their being UK based or otherwise.”
Male, aged 55 to 64
For more insight, see the ‘Accidental Tourists’ case study in the Phase 1 report.
References
1 Including online casino style games, but not ‘social gaming’ or non-gambling games.
3 For additional detail, see the Yonder see the Phase 1 and Phase 2 reports.
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Illegal online gambling: Consumer awareness, drivers and motivations - Participation, motivations and pathways
Last updated: 18 September 2025
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Formatting issues corrected.