Illegal Sites Targeting Self-Excluded UK Gamblers

According to new Yield Sec data, unlicensed offshore casinos have uncovered a lucrative new market targeting self-excluded players with no legal gambling options, and almost a third of UK gamblers can’t recognize an unlicensed site when they see one.

A new report from Yield Sec entitled ‘The Campaign for Fairer Gambling’ highlighted a number of issues with the rise of illegal and unlicensed offshore sites. The UK Gambling Commission license is widely considered to be the gold standard when it comes to player protection, as well as the protection of self-excluded players and minors. But the new report reveals that this is an arms race and unlicensed casinos are constantly finding new ways to attract UK gamblers.

In the latest Web3 crypto casino era with anonymous crypto gambling and other developments, the offshore casinos have more tools at their disposal – including web search manipulation and social media advertising.

The ‘Not on GAMSTOP’ marketing funnel is a real thing, with 84% of unlicensed offshore casino promotional content featuring this dubious marketing claim. GAMSTOP is a free self-exclusion service in the UK with 530,000 registered members taking advantage of this advanced Responsible Gambling Tool. During the registration process, players block themselves from any and all websites registered with the UK Gambling Commission for 6 months, 1 year or 5 years.

It’s a system designed to protect players, but the more unscrupulous offshore operators have found that ‘Not on GAMSTOP’ is a well-used search term and a solid source of new customers. The Yield Sec data revealed that the illegal market has swollen to 9% of UK online GYY, estimated at $480 million (£379m) in the first half of this year. The black market has doubled year on year since 2022, and has largely been driven by self-excluded players and minors. For players trying to understand the risks of gambling and improve their long-term approach, resources like this guide on becoming a professional gambler can provide a more responsible framework.

UK Gamblers Turning to Unlicensed Sites

The Yield Sec data revealed that 14% of regular gamblers in the UK already use illegal sites, and 28% of gamblers would willingly use illegal sites if they could find tax cuts or better odds online. But it’s the 29% of gamblers that don’t even know how to spot an unlicensed site that are the real target market for the more unscrupulous operators.

That turns the Not on GAMSTOP marketing tactic into a recruitment drive and an on-ramp. The sites don’t have to convince anybody to step over the line to gamble at unlicensed casinos if they’re not even looking for the signs. All it really has to do is be there when a problem gambler goes looking for a way to place a bet, which has turned into a lucrative market for black market casinos and affiliates that are fighting over the ‘Not on GAMSTOP’ search terms and social media dominance.

The report calls on Google and social media companies to help limit the searchability of these terms, which it says would go a long way to combating this disturbing new trend.