Why players turn to illegal betting in the UK

The third part of the UK Gambling Commission's Consumer Voice research focuses on the reasons behind the use of illegal betting. The main finding of the study is that the same message will not work for all players. In the study conducted for the Commission by Yonder Consulting, four distinct player groups were identified from a sample of 4,000 people.

The first group, "Accidental Tourists," mostly steps into unregulated areas unintentionally, due to frustration with the licensed market. "Social Explorers" accept the friction on licensed sites with a pragmatic resignation and look for opportunities by trusting recommendations from friends. "Self-Excluders" are looking for ways to get around GamStop exclusion, even though they are aware they are at risk.

The fourth group, "Skill Advocates," distrusts both the licensed market and the rules that govern it. This group believes it finds greater personal freedom in illegal betting. The Commission notes that this picture does not reflect the entire adult gambling population in the UK, and that interaction with the black market is a "relatively niche behaviour" among players.

The research shows that searches such as "outside GamStop" are no longer associated only with people trying to bypass the self-exclusion system, but also with people seeking less friction, fewer identity checks and more anonymity. Winnings shared by anonymous users on online platforms, or illegal advertisements, can be far more effective than responsible gambling messages.