When trust fades in British gambling, the black market waits
In yesterday’s Part One, ‘The black market is filling the gambling space with a silent surge,’ we uncovered the scale of the surge of illegal gambling, from crypto casinos to classroom corridors, and the growing complacency that allows it to thrive. In Part Two, we face the fallout, where systems crack, confusion becomes currency, and vulnerable players slip further from protection.
Kevin O’Neill, safer gambling expert and GM at the Responsible Gaming Foundation, echoed the call for collaboration with leadership: “Operators and regulators must work closer than ever to combat this threat. This unified approach coupled with information sharing can curb the emerging black market trends.”
But trust is a finite resource in modern Britain. And once it’s spent, what replaces it isn’t regulation. It’s resistance and a slow retreat into digital shadows where suspicion is boss, and the rules mean nothing. And while you can’t out-regulate curiosity, you can help people see the wolf dressed as a welcome bonus.
When the truth is blurred, and safety is seen as censorship, the black market doesn’t knock. It walks right in.
Tech gaps and player drift
The found that 67 percent of individuals who have voluntarily signed up for the GAMSTOP self-exclusion programme reportedly use black market platforms to bypass restrictions.
When approached by SiGMA News, GAMSTOP offered another angle. A spokesperson said, “An extensive independent evaluation of GAMSTOP conducted by Ipsos, a leading global research agency, found that just 8 percent of more than 4,600 users said they were using unlicensed or illegal gambling operators.”
The spokesperson added, “While the activities of black-market operators are a concern, it is important we rely on robust data, based on a substantial sample size, to understand the scale of the problem and keep the issue in perspective.
“Since its inception in 2018, more than 560,000 users have registered for self-exclusion, and GAMSTOP is effective in blocking access to all UK-licensed sites. We are in regular contact with the Gambling Commission’s intelligence and enforcement team, and we have seen encouraging progress in the successful removal of sites and promotion of these sites following cease and desist requests by the regulator.
“In addition, Meta is removing advertising we are reporting to them, especially if it contains our IP,” they added.
“We recognise that there is more work to do to remove all advertising of illegal or unlicensed casinos and from preventing the advertising in the first place.
“We welcome the Crime and Policing Bill, which will give the Gambling Commission greater power to act swiftly to take down IP addresses and domain names associated with illegal websites.”
GAMSTOP still recommends users take extra steps to safeguard themselves. “We recommend our consumers also use blocking software and bank blocks to prevent access to unlicensed sites, as we know unscrupulous operators target vulnerable consumers.”
From blockers to blindspots
Kevin O’Neill believes the technology protecting users is lagging.
“Such systems are becoming smarter, but I personally feel that they still aren’t keeping up with technological advancements,” he said. “Rather than seeing affordability checks as a tool for restricting access, they could be utilised to engage with players early and discuss their financial situation in a non-judgmental way.”
This subtle shift from enforcement to empowerment is one many are championing. But there is still friction.
“Licensed operators can strike a better balance between regulation and consumer engagement by offering transparent, player-friendly policies that prioritise responsible gambling while maintaining an enjoyable experience,” O’Neill added.
The draw of danger
The black market’s incentives, from bigger bonuses to anonymity and looser ID checks, appeal to the vulnerable and frustrated mainstream players. O’Neill makes a stark observation: “Many players may leave regulated markets because of a desire for anonymity, the appeal of higher odds or bonuses often offered by black market operators, or the perception that regulated markets are too restrictive.”
Iris den Boer at Deal Me Out added, “Influencers and affiliates play a significant role in shaping consumer choices, especially among young audiences. Unfortunately, many are driven by financial gain rather than ethical responsibility.”
Matthew Hickey, founder of Social Intent, likened the trend to viral consumer behaviour. “We have seen this in the UK with how the drink Prime became such a desirable product, and most recently with ‘Dubai Chocolate’. For gaming and gambling, this stands true again: young people follow what influencers say.”
O’Neill added, “The reasons behind players leaving regulated markets are more complex than just dissatisfaction with regulations. They may be driven by factors like access to higher payouts, a sense of escapism, or the appeal of greater privacy.”
Den Boer agrees: “Regulators need to translate complex industry language into clear, relatable messaging that resonates with everyday consumers. The average individual is not an expert in gambling regulation. They want to know if the platform they’re using is trustworthy, secure, and legal.”
If a player doesn’t even know they’ve crossed the line, how do you pull them back from the edge?
The quiet ones fall first
The reality is this: most people who gamble in the UK do so without harm. Public Health England previously estimated that only 0.5 percent of the population are classified as problem gamblers, with a further 3.8 percent at moderate risk. But as Adrian Sladdin pointed out in the first article of this two-part series, stats have shadows too.
What these figures don’t show is the quiet middle: the people who don’t make headlines or helpline calls but who still wrestle with gambling in secret. People like family, friends and colleagues we all know. Those who feel ordinary. People who tick the boxes of control in public but crumble when the screen lights up at night. Not irresponsible. Just human.
Those don’t show up in the stats until the mask slips, the bank declines, the relationships unravel, or the shame outweighs the thrill. And yet, their stories are everywhere. Hidden in plain sight. The system needs to work not just for the extreme but for the vast grey zone between.
The black market already knows where to look if regulation, education, and protection efforts don’t account for the invisible edge between casual use and compulsive harm. And it won’t wait for data.
Confusion is the new currency
Matthew Hickey confirmed to SiGMA News that their evaluation of black market engagement, particularly among young people, required safeguards from the very beginning. A SiGMA News article, ‘The growing threat of black market gambling in the UK‘ reported on the findings of the Deal Me Out Black Market Evaluation Report.
“For the project, a lived experience advisory group and a safeguarding panel were established, as we had concerns over the consequences of developing an understanding of the black market, particularly with lived experience, such as the more we spoke about [it], the more they might be attracted to it.”
He explained the process: “We used clickers to gather data at a macro level and utilised communication channels developed with the participants at a micro level.”
“We also used SurveyMonkey as a mass market engagement tool. Pre-evaluation refers to an initial assessment to set the baseline, followed by delivering a workshop that explains terms like social casino, in-game currency, etc. We then used clickers again to assess post-workshop data, which allowed us to balance this information.”
One of their key discoveries? Most young people don’t even understand the language of gambling.
“We were concerned that young people didn’t understand gambling terminology,” Hickey said. “For instance, when discussing social casinos or skin betting, they didn’t recognise or comprehend these terms, as they might refer to them differently. Raising awareness and understanding was a major concern in our evaluation.”
Voices we still don’t hear
O’Neill believes people can do more to humanise regulatory frameworks. “Regulators should do more to involve voices of lived experience, as these perspectives can provide invaluable insights into the real-world impacts of gambling and the challenges faced by affected individuals.”
Hickey also noted that regional differences matter.
“The project initially worked in seaside towns, where land-based seafront arcades are located, making them easily accessible to young people. The project operated in the North West, particularly in Liverpool, which may have influenced awareness of brands such as Stake.com. With this, we purposely sought to gather data from further afield to ensure that the dataset was balanced and not biased by geography.”
What do policymakers need to take seriously?
“Those that are regulated are able to operate in plain sight. They have all the opportunity to, amongst other things, advertise for their market share. They can carry the logos that show that they are proper and have the necessary processes to support their customers.
“What is difficult for the consumer is that without that awareness, understanding, and a clear engagement, they will unfortunately fall into the black market. Customers will always find the solution that works for them.”
Hickey noted the growing issue of fraudulent lookalike sites, warning, “There are sites out there which are replicating proper sites. Perhaps the Gambling Commission should follow what happens in Brazil and hand out URLs as part of their commissioning and regulation.”
Dabbling in grey markets isn’t just a regulatory gamble. It’s reputational quicksand. One wrong affiliate, one whispered link to the unlicensed world, and a brand can lose the trust of players, partners, and regulators alike. In a post-white paper world, that risk isn’t theoretical. It’s existential.
Cross-sector action or crosshairs ahead?
Deal Me Out echoes that call for collaboration. “When we work in isolation, we dilute our impact. But when educators, regulators, operators, and civil society come together with a unified vision, we begin to create lasting change,” said den Boer.
No single body will fix this. No regulation alone will plug the dam. We need cross-sector ownership, not finger-pointing. Education has to be immersive, not instructive. Regulation must be firm but fair. And above all, players need to feel that the legal route is not just the safest – but the most satisfying.
Safer gambling expert Kevin O’Neill believes real innovation must match real urgency. “To combat the rise of black market gambling in a sustainable and consumer-friendly way, governments and regulators can expand legal gambling options, including micro-betting and online platforms, while integrating blockchain for transparency and AI for real-time monitoring.”
Entain summed it up: “Customers need to be educated urgently about the significant risks (of using black market operators).” Hickey believes regulators must at least demand transparency. “How would you regulate them? We couldn’t see how this would work. But they should and must be open to the fact that they are being paid to promote.”
But that is only the beginning. We’re just papering over the cracks until our policies, platforms, and protections evolve to meet the modern reality.
The future needs a spine, not slogans
We see the glossy campaigns. The clean-cut faces telling us to “gamble responsibly” with smiles so polished they bounce light off your TV. When branding bombards you before every kickoff, even before a ball is kicked, what message are we really relaying? Because if you wrap a warning in a billboard and slap your logo on top, it stops being a public service. It becomes a product placement.
These campaigns mean well and are a positive step forward for the industry, but they don’t speak to the people slipping through the cracks. The ones not in focus groups. The ones who don’t just need reminders but refuge.
If the answer to this threat is half-hearted, wrapped in robotic press statements or handed down through media or marketing offices like afterthoughts, then the black market has already won. It doesn’t need permission. It only needs the gaps we leave open.
And in a world where profit sails smoother than principle, who dares pull the brake on a gravy train bound for a pot of gold? Even if a few passengers fall off along the way.
This isn’t a story about outlaws. It’s a story about oversight. If the black market is winning, it’s because we’ve let it play in the grey. The next move is ours.
If the fix is collective, the future can still be reclaimed.
*When the line between habit and harm blurs, you’re not alone. The offers confidential help and mental health guidance.
