One of the most reputable iGaming regulators worldwide, the UK Gambling Commission (UKGC) has launched a new series of reports. The first study from the series, focuses on the illicit online gambling market report in Great Britain, was published on 18 September 2025. In the study, the regulator provides insights into player behaviour, motivations and profiles.
Tackling Illegal Gambling: Insights from the UKGC’s Latest Report
- The UK Gambling Commission has started a new series of reports to investigate the illegal online gambling market in Great Britain, with the goal of improving player safety and reducing illicit activities.
- The first study of the series identifies four main types of users engaging with unlicensed sites, revealing why individuals turn to illegal gambling and the dangers they face.
- The regulator is expanding its research to provide robust data, track trends over time, and strengthen efforts for safer gambling practices.
A Data-Driven Approach to Tackling Illegal Gambling
The UK Gambling Commission, which has been taking firm steps towards curbing illicit online gambling activities, has recently launched a new report series on the illegal iGaming market in Great Britain. Through the series, the regulator aims to shed light on the scope of unregulated online gambling and sports betting activities, the risks they pose to players, and measures to be taken.
Centring on consumer behaviour, motivations and various player profiles, the first report of the series explores why people turn to unlicensed gambling sites and what risks they face when doing so. Commenting on the recent study, Andrew Rhodes, Chief Executive of the Gambling Commission, said:
“The illegal online market is unsafe, unfair and criminal – that is why the Commission has invested heavily in this area in recent years. To be even more effective in combatting the illegal market it’s vital that we have both a deep and broad understanding of how it operates, and this insight is a crucial step in building that understanding in a very complex area to research.”
Highlighting the UKGC’s efforts for a regulated and safe iGaming market, Rhodes further noted:
“We are determined to protect consumers and maintain confidence in the regulated sector by taking robust, evidence-led action. Since April 2024 we’ve seen a ten-fold increase in our disruption activity, and we intend to continue to work with a wide range of partners to build on this success.”
Report Identifies Four Types of Black Market Users
Conducted in partnership with Yonder Research, the UKGC report, titled “Illegal online gambling: Consumer awareness, drivers and motivations” identified four key groups of people that engage in illegal online gambling, on purpose or unwillingly:
- Self-excluders: Self-excluders refer to people who sign up with the self-exclusion scheme GAMSTOP or other blocking tools but end up turning to illegal gambling sites when they feel the urge to bet. Many individuals in this group state that they find such sites through search engines and are often targeted with heavy marketing on social media.
- Skilled Advocates: Skilled Advocates are gamblers who deliberately choose illegal sites to try new games, improve their skills, and take advantage of offerings such as better odds, lower stakes, and the use of crypto. They often discover these sites through online communities, social media ads, or influencers who share gambling content.
- Social Explorers: Social Explorers are defined as individuals who come across illegal gambling sites through social media, ads, or forums, and use them to chase better odds while connecting with friends or family. Unlike Skilled Advocates, many don’t realise they’re gambling on unlicensed platforms, so they usually test sites cautiously with smaller bets.
- Accidental Tourists: Finally, Accidental Tourists refer to individuals who come across illegal gambling sites by chance and often don’t realise they are using unlicensed platforms. Lacking the knowledge to avoid online casino scams, they are drawn by better odds or high Return to Player (RTP) rates and typically gamble as a casual hobby.
According to the report, while the motivations and patterns behind using illegal online gambling sites differ, there are recurring themes across the four different types of player personas identified:
- Seeking better odds and more generous online casino bonuses.
- Access to a broader range of games unavailable on licensed platforms.
- Payment flexibility, including cryptocurrency and foreign currencies.
- Fewer restrictions on stakes, withdrawals, and ID checks.
- Convenience and ease of access.
Black Market Gambling: A Supplementary Choice for Most Players
The UKGC study also found that individuals who gamble online at unlicensed websites typically continue to play on licensed platforms as well, treating the black market as an additional option rather than a replacement. A major insight connected to this specific finding is that many players struggle to distinguish between regulated and unlicensed operators. While most believe that gambling companies should hold a UK licence, they often don’t know how to check a site’s legitimacy. This gap creates a risk of being misled by sites that appear trustworthy.
Demographically, those engaging with unlicensed platforms reflect trends seen in the licensed market. Younger men, especially those aged 18-24, frequent gamblers, and individuals with higher Problem Gambling Severity Index scores are the most likely to participate in illicit gambling activities.
The activities individuals pursue on black market sites, such as football betting, online bingo, and slot games, closely mirror those on regulated iGaming markets, indicating that consumer preferences are largely consistent across both spheres.
New Measures to Protect Players from Unlicensed Sites
The UKGC, which has been actively addressing illicit gambling activity to safeguard player well-being, published a study in July on the closure of gambling accounts as part of its efforts to promote safer gambling practices. The regulator now aims to expand the newly launched series by providing robust data and monitoring trends over time.
Future reports are set to focus on the following themes:
- Section 2: Engagement data and trends
- Section 3: Enforcement and disruption activity, highlighting the work of the Illegal Markets Team
- Section 4: The challenges of estimating the size of the illegal online market in Great Britain.