Report
Illegal online gambling: Consumer awareness, drivers and motivations
The Gambling Commission's study into consumer awareness of the illegal online gambling market.
Evidence from external research – participation, motivations and pathways
Prior to commencing this work, there was a significant gap in the evidence base around who is gambling on illegal websites, and their motivations for doing so. Whilst some studies were attempting to understand the size and scale of the illegal market, very few were exploring consumers drivers and motivations and layering that evidence with data from other sources. We identified this evidence need in Theme 6 of our Evidence Gaps and Priorities – Illegal gambling and Crime , updated in 2024, and this formed the basis of our Consumer Voice research.
As well as our Consumer Voice research, other external studies have since been published, including studies focused on Great Britain and others conducted in international jurisdictions.
Evidence from Great Britain
Research exploring the illegal online gambling market in Great Britain has largely been conducted using survey data from consumers. Although sampling methods differ, studies have generally sought to deepen understanding of the illegal gambling market by using player survey data to explore engagement, pathways and awareness of the illegal gambling market.
There is some consistency in the reported drivers for, and pathways into, gambling on the illegal online market. As reported in our Consumer Voice research, findings from wider research show that motivations for using illegal gambling websites are often similar to those for legal gambling websites, with consumers attracted by better odds and promotional offers1. In addition, consumers using illegal gambling websites are also attracted by the ability to use cryptocurrencies or to gamble whilst self-excluded2 3. Studies have also found that consumers struggle to differentiate between legal and illegal products, which again supports the findings from our research.
There is also a subset of research45 in this area exploring whether regulation influences consumers to use the illegal market. This is an area the Commission will be exploring further, however our findings to date suggest that there are a range of different factors motivating consumers to use illegal websites.
Evidence from other countries
The international evidence base points towards a growing understanding of the use of illegal gambling websites, and of the pathways and consumer motivations for doing so. It is however important to note that several jurisdictions are currently undergoing significant regulatory change, and the impact of this on engagement with illegal markets is not fully understood.
As we have seen in Great Britain, international studies have found that men and younger individuals are more likely to be engaging with the illegal market67, alongside higher spending consumers8. International studies have also found that one of the key reasons for consumers engaging with illegal markets is to access products which are not available in their own jurisdiction910, albeit this varies dependent on the regulatory environment. Again, this mirrors findings from our Consumer Voice research.
Challenges
Across all jurisdictions, researchers looking to understand consumers’ interactions with the illegal gambling market face several challenges. Firstly, the very nature of illegal gambling is clandestine, meaning that data is often not readily available and common pathways and entry routes are difficult to tap into. Secondly, as many consumers are not aware that they are gambling on a site that is not licensed in their jurisdiction, it is difficult to collect data on participation rates and obtain robust insights on consumers’ experiences. A further challenge, as with all consumer research, is that consumer-reported intentions often diverge from actual behaviour, particularly when asking individuals to consider their future behaviour. Therefore, consumers’ reported preferences in research should be treated with caution and validated against real-world actions to understand how often their stated intentions translate into reality.
There are, therefore, still areas where we are lacking robust findings or where we have been unable to draw together conclusive findings. Furthermore, this assessment of the external evidence base considered a range of research, including both peer-reviewed academic literature and wider non-academic studies produced by regulators, the industry and others. Although both are valuable in building our knowledge, it is important to highlight the differing robustness in these pieces of evidence. Greater transparency of methodologies used within studies is also needed to assess the relative strengths and limitations of approaches taken when new research is released and determine their contribution to the wider evidence base.
References
1 PricewaterhouseCoopers. (2021, February) (opens in new tab) (PDF) Review of unlicensed online gambling in the UK. Betting and Gaming Council.
2 Behavioural Insights Team. (2025, January) (opens in new tab) (PDF) Understanding gambling through social media in Great Britain. Behavioural Insights Team.
3 GAMSTOP. (2024). Evaluation report 2024 (opens in new tab) (PDF) The National Online Self-Exclusion Scheme Limited.
4 British Horseracing Authority. (2023, October 16) (opens in new tab) (PDF). British horseracing faces exodus of bettors if intrusive affordability checks are introduced by Gambling Commission, survey finds.
5 Regulus Partners (2024, September). educing online gambling black markets: An analysis of international practices. Entain Group.
6 Hagfors, H., Oksanen, A., & Salonen, A. H. (2023) Gambling motives and offshore gambling: A Finnish population study. Journal of Gambling Studies. (opens in new tab)
7 Thomas, S. L., Pitt, H., Randle, M., Cowlishaw, S., & Daube, M. (2022) (opens in new tab). Gambling marketing and vulnerable consumers in Australia: A policy review and research agenda. Asian Journal of Gambling Issues and Public Health, 22(1).
8 Hing, N., Russell, A. M. T., Tolchard, B., & Nower, L. (2016)(opens in new tab). A comparative study of gambling problems among licensed and unlicensed online gamblers in Australia. Journal of Gambling Studies, 32(2), 595–613.
9 Hing, N., Russell, A. M. T., Tolchard, B., & Nower, L. (2016) (opens in new tab). A comparative study of gambling problems among licensed and unlicensed online gamblers in Australia. Journal of Gambling Studies, 32(2), 595–613.
10 Spelinspektionen. (2025, April) (opens in new tab) (pdf). Spelinspektionens lägesbild – onlinespel utanför den licensierade marknaden.
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Illegal online gambling: Consumer awareness, drivers and motivations - Forward look
Last updated: 18 September 2025
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