Statistics and research release
Illegal online gambling – Phase 3: Understanding the key push factors driving consumer engagement with illegal gambling websites
Findings from a Consumer Voice project to understand how various push factors may drive different consumer groups’ use of illegal gambling websites.
Summary
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This report contains findings from Phase 3 of the Consumer Voice Illegal gambling series to understand the key push factors that drive consumer engagement with illegal gambling websites. The research was conducted by Yonder Consulting as part of the Commission’s Consumer Voice Programme and strengthens the evidence base on Illegal gambling and crime, which is a key theme within the Commission’s Evidence Gaps and Priorities.
Phase 3 consists of a mixed-method approach combining digital intelligence, a large-scale quantitative survey and in-depth qualitative interviews, to provide a comprehensive picture of who uses illegal gambling websites. This is explored both in terms of their demographics, but also crucially their wider motivations and attitudes, and how they apply these views to gambling.
It is important to contextualise the findings in this report; using illegal gambling websites remains a behaviour that is undertaken by a small minority of all individuals who gamble. This report deliberately focuses in on this specific subset to understand their motivations, rather than reflecting the habits of all those who gamble in general, where illegal gambling website use is not prevalent.
Details
Key Findings
The illegal online gambling market is a complex space, with distinct audiences driving engagement
As evidenced in previous phases of this research series, illegal gambling website users do not form a single, clearly defined group, but instead tend to align with 1 of 4 personas with distinct attitudes and motivations: Self-Excluders, Skilled Advocates, Social Explorers, and Accidental Tourists.
This project integrated attitudinal measures into its quantitative stage, allowing the personas established in previous phases to be examined alongside broader social and gambling-related mindsets.
This project integrated attitudinal measures into its quantitative stage, allowing the personas established in previous phases to be examined alongside broader social and gambling-related mindsets.
The search for ‘not on GamStop’ has become a primary gateway to the illegal online gambling market
Digital intelligence reveals that the language individuals use online provides a clear window into how they find illegal gambling websites. The term “not on GamStop” has evolved beyond its original meaning and is now widely used as a shorthand for features associated with the illegal market, such as fewer checks, less friction, faster withdrawals, and alternative payment options.
While some users deliberately use illegal sites to circumvent GamStop, this coded terminology suggests that others are also actively seeking out such websites through specific and well-understood search terms, creating a normalised and established pathway into illegal online gambling.
A clear hierarchy of push factors has emerged, with friction over access and data in the legal market being key
Use of illegal gambling website is most strongly associated with access-related factors rather than the pursuit of better gambling experiences. In particular, it’s most strongly linked to seeking sites not blocked by GamStop and websites requiring minimal personal information. These 2 behaviours are among the strongest predictors of illegal website use across nearly all personas.
Findings also suggest that consumers often encounter the same frustrations on illegal websites as they do in the regulated market, but without the same protections.
Underlying attitudes towards trust and authority fundamentally shape behaviour and risk
The research suggests that different groups respond differently to the same push factors.
Skilled Advocates often display an anti-establishment mindset, being significantly less likely to trust gambling companies, the government and the regulator. These individuals participating in the research consider perceived ‘friction’ such as identity checks and slower payouts as reinforcing their decision to use illegal gambling websites.
Social Explorers and Accidental Tourists are more likely to see friction as an inconvenience rather than injustice, their gambling journeys are driven by convenience, a trusted user experience, often guided by recommendations from friends and family.
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