Report
Illegal online gambling - Phase 1: Exploring consumer pathways into using illegal gambling websites
The Gambling Commission's report on the first phase of the Consumer Voice illegal gambling project.
Executive summary
Overall, our research has shown how individuals who gamble can struggle to accurately recognise use of illegal online gambling, that risks tend to be known but can be mitigated by their own due diligence (often through social channels), and how experiences range from negative to positive to ambivalence.
Awareness of engagement
Whilst 5 percent of 1,007 respondents reported that they use both licensed and illegal websites, and 6 percent reported that they used to use illegal websites, but don’t currently, the qualitative research indicates that people who gamble struggle to accurately assimilate their experience. Some individuals believed they had never used illegal websites, only to later discover they had, and vice versa. Additionally, if a site appears credible and trustworthy, individuals are often less likely to question its licensing status and might require prompting to understand they have gambled on an illegal website.
Despite our efforts to identify various potential indicators of illegal gambling, few can categorically be counted on as definitive. Furthermore, more reliable indicators such as websites not requiring ID verification and accepting credit cards, might not be recognised by individuals who gamble as a proxy for illegal activity.
Accordingly, the next phase of research will be used to gauge the depth and nature of illegal gambling activity with greater precision.
Motivations and risks
A range of factors were seen as incentives for using illegal platforms. Common motivations (cited both within the quantitative survey and qualitative interviews) include, but are not limited to: better odds, providing games that are unavailable in Great Britain, and lower barriers to entry - such as minimal age or ID verification and alleged lower deposit limits.
Some users described being drawn to the challenge of engaging with foreign and digital currencies, enabling them to build their skillset within this area. Some appear to view this as a separate gambling avenue that allows them to distance themselves from their primary accounts although follow up research is required to corroborate this with more factual (rather than claimed) evidence.
This is not to say that gambling on illegal websites does not carry risks, including the potential for non-payment of winnings. But here, some illegal site users recounted managing the risks by consulting others and obtaining recommendations, and through placing smaller bets. That being said, besides clear indications from Self-Excluders, the amount of funds that people deposit into illegal websites is unknown, and therefore the potential for harm has yet to be fully understood.
Pathways into the market
The pathways into illegal gambling heavily rely on social networking, with word of mouth (33 percent), social media personalities (29 percent) and gambling forums (29 percent) presenting common pathways within the survey data. Social networks can be perceived to legitimize illegal websites, particularly when users can vouch for their reliability based on their past experiences. Word of mouth and forums indeed foster reciprocal exchanges of information.
Search engines also serve as crucial discovery tools for those who are not part of social networks, often being the first place individuals look for better odds or a wider variety of websites. For Self-Excluders, search engines become a resource for finding gambling companies not registered to GAMSTOP.
Once individuals enter this realm, advertising and social media play significant roles, akin to the licensed market. The credibility of social media influencers can be ambiguous; they can raise awareness, but some of their profiles may be viewed with scepticism, with some individuals being wary of fake accounts. Overall, the social dimension - whether through forums, word of mouth, or advertising – appears to play a significant role in driving awareness and directing users toward illegal gambling, much like it does for licensed platforms.
Audience insight
During this project, we identified various drivers and barriers associated with illegal websites, as well as strategies individuals use to mitigate risks. The influence of social factors was particularly notable. We gained insights into the illegal audience, ranging from individuals with negative perceptions of the market to those who were more open-minded, and encompassing those expressing complete surprise at their own participation in illegal gambling.
One of the most intriguing insights came from observing different attitudes toward the illegal market. Self-Excluders who had engaged with illegal gambling expressed negative views, citing the market's predatory nature. In contrast, other users provided mixed feedback: some reported issues with payouts, while others highlighted positive aspects, such as a diverse range of games and the ability to use multiple currencies. This led us to identify four user profiles1:
- Self-Excluders who have chosen to self-exclude from all GB-licensed gambling websites by registering with GAMSTOP
- Skilled Advocates who systematically engage with illegal websites, motivated by the desire to acquire new skills and explore new game types
- Social Explorers who discover these websites through social networks and forums, often trialling them before committing to minimize risks
- Accidental Tourists who stumble upon these websites completely by chance.
We intend to gather more evidence in subsequent research phases to further understand the relationship between licensed and illegal activity, and accordingly better understand the range of attitudes we discovered.
References
1 Note, these audiences reflect attitudinal and behavioural leanings and have been drawn out of qualitative research. They have not been subject to any quantitative segmentation so remain directional.
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Main findings - Illegal online gambling: Phase 1
Last updated: 18 September 2025
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