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.

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Published
20 October 2026

Last updated
20 October 2026 - Changes

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Contents

• Illegal online gambling - Phase 3: Understanding push factors for consumer engagement with illegal gambling websites

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• Executive summary
• Introduction
• How to read this report
• Methodology
• • Digital intelligence
  • Quantitative phase
  • Qualitative phase
  • Strengths of the approach
  • Limitations of the approach
  • Ethics and governance
• Findings
• • Exploring the persona audiences
  • Attitudes towards gambling companies and regulation
  • Influences shaping illegal gambling website usage
  • Exploring attitudes towards push factors and influences in more depth
• Conclusions and next steps
• Appendices
• • Appendix A – Qualitative pre-task
  • Appendix B - Focus group discussion guide
  • Appendix C - Qualitative sample breakdown of 15 participants
  • Appendix D - Digital intelligence list of platforms evidence was sourced from
  • Appendix E – Quantitative survey
  • Appendix F – Quantitative sample

Appendix F – Quantitative sample

Gender of participants

Gender of participant

Gender	Percentage
Male	62%
Female	38%

Age of participants

Age of participants

Age range (years)	Percentage
18 to 24	12%
25 to 34	26%
35 to 44	22%
45 to 54	18%
55 to 64	13%
64 and older	8%

Quotas placed on age and gender in line with GSGB fallout for people that have gambled in the last 4 weeks (excluding lottery-only players).

Previous section
Appendix E – Quantitative survey

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Last updated: 20 October 2026

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