Gambling Commission Identified 4 Types of Players on Illegal iGaming Sites
The UK Gambling Commission, in collaboration with Yonder Consulting, has published a report on consumer behavior in the illegal iGaming market. The study was based on multiple phases of research, including surveys and interviews. A key quantitative survey covered just over 2,000 recent online gamblers, supplemented by qualitative insights from focus groups.
Who Uses Illegal iGaming Operators
The study identified four main types of users who turn to illegal gambling sites:
| Player Type | Description | Behavioral Traits |
|---|---|---|
| Self-excluders | Have excluded themselves from licensed sites via the GAMSTOP system | Seek unblocked sites, try to bypass restrictions |
| Skilled Advocates | Actively and knowingly seek illegal platforms | Use cryptocurrencies, look for exclusive games |
| Social Explorers | Join based on friends’ recommendations or social media | Unaware the sites are illegal |
| Accidental Tourists | Land on illegal sites unintentionally | Unknowingly use them due to ads or search engine results |
Main Motivations and Habits of Players
The study found that nearly all respondents play on both licensed and unlicensed sites.
The most common reasons for choosing illegal platforms include:
- Better odds and bonuses than licensed sites
- Access to games unavailable in the UK, including exclusive slots and virtual games
- Alternative payment methods — cryptocurrencies and foreign currencies instead of GBP
- Avoiding restrictions — no stake limits and simplified verification
A notable finding is the low level of awareness: many participants couldn’t tell licensed sites from illegal ones.
Most said licenses are important, yet rarely check if a site has one.
Who Plays on Illegal Sites Most Often
Demographic analysis showed that the most active users of illegal sites are:
- Men aged 18 to 24
- Players with high levels of gambling addiction (8+ points on the PGSI scale)
The most popular verticals of illegal iGaming include:
- Football betting
- Online bingo
- Slots and fruit machines
- Esports and virtual games
The Licensing Confusion Problem
Interestingly, many respondents labeled sites as “illegal” even though they were in fact licensed in the UK.
This highlights a very low understanding of the legal status of iGaming operators.