The UK Gambling Commission has put out its first in-depth report on illegal online gambling how consumers are drawn into unlicensed websites. The study looks at who is using these sites, why they end up there, and what keeps them coming back. It also highlights the confusion many players have around whether an operator is licensed or not – see the key findings:

• The research identified four key groups of players using unlicensed sites: Self-excluders looking for ways around GAMSTOP, Skilled Advocates deliberately seeking better odds or new products, Social Explorers who follow friends into these spaces, and Accidental Tourists who stumble across them by chance.

• Self-excluders turn to illegal websites after blocking themselves from licensed ones, often searching for “not on GAMSTOP” platforms. They reported being heavily targeted by online marketing, with one participant admitting: “I didn’t care who I was gambling with, I just wanted somewhere where I could play slots.”

• Skilled Advocates are knowingly active in the illegal online gambling market. They are motivated by things like crypto payments, looser thresholds, or access to games not available in Great Britain. Many connect with these sites through forums, Telegram groups or social media recommendations.

• Social Explorers and Accidental Tourists often don’t realise they’re on unlicensed websites. Social Explorers test them out cautiously, usually after a friend’s recommendation, while Accidental Tourists find them via ads or hobbies like sports podcasts, drawn in by promises of better odds or broader markets.

• Most players still use licensed operators alongside illegal ones, rather than switching completely. Motivations include avoiding stake limits, trying new products, or chasing bonuses. The report also found that younger men, frequent gamblers and those with higher problem gambling scores are more likely to use unlicensed websites.

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