Report
Illegal online gambling - Phase 3: Understanding push factors for consumer engagement with illegal gambling websites
The Gambling Commission's research into consumer engagement with the illegal online gambling market.
Appendix A – Qualitative pre-task
Pre task structure (completed via Word)
- Introduction and getting to know you
- exploration of the online world engagement
- experiences of gambling online (website specific)
- perceptions and engagement with unlicenced gambling websites
- reasons for using unlicenced gambling websites and thank you.
Research and pre task objectives:
This pre-task to warm up participants ahead of a focus group, was used to gather foundational context on the participants’ online gambling behaviors and explore their experiences and perceptions of unlicensed gambling websites, alongside preparing them for the upcoming group. In particular, focusing on:
- General digital and gambling routines: how website-based gambling fits into their daily lives, preferred platforms and activities, and motivations for online gambling
- Routes into unlicensed gambling: how unlicensed websites are encountered, and baseline awareness, usage, and future consideration of the unlicenced websites
- Drivers for using unlicensed sites: briefly introducing push factors and exploring early reactions to these.
- Focus group preparation: establishing the research as a non judgmental research context to help participants feel comfortable discussing their behaviors in the upcoming group.
Pre task flow
Introduction
Firstly, we’d like to thank you for completing our questionnaire about your gambling habits and for agreeing to take part in this research with us today to discuss your experiences in more detail!
To better prepare for our session, please send us your answers to the questions on the next couple of pages ahead of your focus group date
Please email your answers to: INSERT EMAIL
This will not take more than 20 to 30 minutes in total.
Participation is voluntary. You can withdraw your participation in the task and focus group at any time by emailing EMAIL PROVIDED.
About you
Can you please start by telling us a little bit about yourself?
- What is your name and what you do for a living?
- Whereabouts do you live? Who do you live with?
- What do you like to do in your free time?
Please type your answer in this box, include any screenshots and pictures where relevant as well: Please type here…
Your online world
We now want you to think about what you do online in your spare time, outside of work. This can be on your phone, on a computer or other device.
- How much time do you spend online, in a typical day? How does this fit in with your wider routine?
- What sites, platforms, apps, do you use most often? Why?
- What do you enjoy doing online? What, if anything, feels more like habit, or a chore?
Please type your answer in this box, include any screenshots and pictures where relevant as well: Please type here…
Your experience of gambling online (website specific)
Now we’d like you to think about gambling online; specifically thinking about gambling on websites rather than apps. Please tell us…
- How would you describe your relationship with gambling?
- What types of online gambling via websites do you like to do? What do you enjoy most about it and why? This could include things like sports betting, horse racing, casino games like slots, bingo, scratch cards, playing The National Lottery etc.
- How long have you been gambling via websites for?
- How do you find out about or come across different gambling sites?
- Besides the chance of winning, what else motivates you to gamble online via websites?
Please type your answer in this box, include any screenshots and pictures where relevant as well: Please type here…
Unlicensed gambling websites
We’d now like you to think about unlicensed gambling websites. These are gambling websites that do not have a licence to operate in Great Britain. People find and use these websites in different ways. Some may come across them without realising they are unlicensed, while others may seek them out intentionally. We want to assure you that individuals who gamble with unlicensed websites are not doing anything wrong. We are just interested in learning about your experiences for the purpose of this research.
- Before doing this research, were you aware of these sites? If so, how and when did you first find out about them? How do you come across them?
- What do you know about these sites, if anything?
- Have you ever used an unlicensed gambling website? If so…
- When was the last time you used one of these sites?
- How often do you use these types of sites?
- What makes you want to use them?
- If not knowingly…
- How do you feel about these sites?
- Would you consider using them in the future?
Please type your answer in this box, include any screenshots and pictures where relevant as well:
Please type here…
Reasons for using unlicensed gambling websites
Please look at the below list of factors as to why some people may choose to use unlicensed gambling websites, which we've gathered from previous research. They are not intended to be an exhaustive list, and your own views might be completely different.
- Licensed gambling websites don’t have very good odds or returns.
- There are limited game types available on licensed gambling websites.
- I’m registered with Gamstop via licensed gambling websites but I still want to gamble.
- Licensed gambling websites require too much information from customers.
- I want to gamble using crypto, foreign currencies or credit cards which I can’t do with licensed gambling websites.
- Licensed sites make it difficult to withdraw winnings.
- My family, friends, influencers or people on forums and X recommend using other, unlicensed sites.
What are your initial reactions to each of these?
Do any of these resonate with you?
Have you experienced any of them personally?
Please type your answer in this box, include any screenshots and pictures where relevant as well:
Please type here…
Once again, thank you so much for your time and contributions, they are very helpful, and we look forward to speaking to you again during the focus group!
If anything here has raised concerns for you, please reach out to the National Gambling Helpline (0808 8020 133) or www.gamcare.org.uk.
Next sectionAppendix B - Focus group discussion guide
Last updated: 20 October 2026
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