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

Findings

Contents

1. Exploring the persona audiences Exploring the persona audiences in The Gambling Commission's report into consumer relationship with illegal online gambling.
2. Attitudes towards gambling companies and regulation Attitudes towards gambling companies and regulation in The Gambling Commission's report into consumer relationship with illegal online gambling.
3. Influences shaping illegal gambling website usage Details describing influences shaping illegal gambling website usage as reported in the Gambling Commission's illegal online gambling research.
4. Exploring attitudes towards push factors and influences in more depth Exploring attitudes towards push factors in The Gambling Commission's report into consumer relationship with illegal online gambling.

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Methodology - Illegal online gambling research Next section
Conclusions and next steps - Illegal online gambling research

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Last updated: 20 October 2026

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