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.
Digital intelligence
In Phase 3 of the research, Yonder conducted digital analysis of online conversations about illegal online gambling over the last 6 months (28 February 2026 to 1 September 2026) to gain a deeper understanding of the real-life experiences of individuals who use or are considering using illegal gambling websites. This phase also helped to inform the quantitative questionnaire and qualitative discussion guide utilised in later phases of the project.
In particular, the digital intelligence phase was based around 3 key groups of hypotheses:
1. Value and user experience
We explored consumer frustrations with licensed gambling websites, which included perceptions of slow or arduous deposits and withdrawals, poorer value (for example worse odds, return to player (RTP) or promotions), and product restrictions that reduce enjoymentand make illegal online gambling companies seem more attractive (especially if they feel faster, easier, or more exciting to use). This also includes those who may turn to illegal online gambling because they feel their demand cannot be met via licenced gambling websites.
2. Checks and controls
We looked at whether verification requirements, financial checks, and other account controls feel intrusive or unfair to some consumers, and whether consumers feel that this pushes them or could push them towards illegal alternatives.
3. Loss of access
We examined whether individuals who lose access to licensed gambling websites, through self-exclusion, account restrictions, may turn to illegal online gambling as either an alternative or, in some cases, the only available option.
The full list of sources and online platforms searched within the digital intelligence phase can be found in Appendix D.
Key findings from this phase included:
- an ecosystem map of how illegal online gambling is discussed online to identify push factors to illegal online gambling
- evidence supporting or challenging each hypothesis
- quantification of key terms and language across the three groups of hypotheses
- an analysis of the differences between gambling company and regulator push factors
- a robust breakdown of the data sources (YouTube, Reddit, Facebook, X, Dark web, forums, blogs) and their share of voice in the online conversation.
These findings were then used to inform subsequent stages.
How digital intelligence shaped the quantitative survey and qualitative phases
Themes and language identified through digital intelligence were then tested and explored with participants in the survey and focus groups.
For example, in the quantitative phase, the questionnaire was designed to include questions on push factors, such as account restrictions (commercial or otherwise), alternative payment options via crypto casinos, browsing for better odds, and better games. Questions around general attitudes also included detail about the importance of privacy and trust in regulation, which were themes that surfaced in online discussion.
The push factors were defined during the digital intelligence phase, and then tested across both focus groups during the qualitative phase, including low odds or RTPs, limited game types, difficulty withdrawing winnings, and wanting to gamble using cryptocurrency.
Additionally, the digital intelligence identified a number of findings around where conversations of illegal online gambling happen, and what users are seeking. Specifically:
- YouTube drives volume (in terms of the sheer number of videos containing search terms), but Reddit drives insight: YouTube over-indexes on creator-led, promotional content designed to push traffic off-platform. Reddit is the peer-to-peer problem-solving space where users share experiences, compare websites and exchange “how to” advice.
- Illegal online gambling’s appeal is practical: faster cashouts, fewer limits and “easier” play. Users openly seek non‑GamStop casinos (especially crypto casinos), with fast payouts a key priority and recommendations frequently framed around speed and simplicity.
- Low trust remains a constant, driving continuous validation: Even while exploring illegal options, users repeatedly “legit versus scam” check, using Reddit to validate reliability and avoid being caught out.
Digital intelligence further helped to provide an early identification of the push factors from licensed gambling websites and how they create pathways to illegal website play.
GB-licensed play is perceived by consumers as a weaker value proposition: Restrictions, trimmed odds and/or lower RTPs and weaker rewards are framed as worsening value. Terms and Conditions and/or fine print is the most prominent “value” complaint (a perceived bait‑and‑switch, hidden or changed rules, hard-to-withdraw bonuses). Users talk proactively about finding better odds and/or higher RTPs, not just complaining.
Experience and enjoyment are central: from a consumer perspective, licensed gambling websites feel slower and stale. Crypto casinos position simplicity as reliability. While boring or unenjoyable experiences can push some individuals away from licensed gambling companies, a clean, straightforward user experience, alongside fast payouts, builds trust in crypto casinos.
Checks, controls and exclusions act as tipping points, sometimes redirecting demand: consumers in the digital intelligence phase believe Know Your Customer (KYC) checks are the biggest friction point and “no‑KYC” is a key trigger for illegal online gambling exploration (even if it becomes “delayed KYC”). Financial checks and source of funds checks (where the customer has to provide documentation) are described by some users as intrusive and polarise behaviour (privacy-led switching).
Next sectionQuantitative phase
Last updated: 20 October 2026
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