New Report Reveals Widespread Migration to Gambling Black Market, Driven by Regulation and Influencer Marketing

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 A groundbreaking new report produced by Deal Me Out, in collaboration with evaluation partner Social Intent, has revealed alarming levels of migration to unregulated gambling platforms—driven by regulation-induced frustration, social media influencers, and a lack of consumer awareness.

The Black Market Evaluation Report draws on insights from more than 1,250 children, 300 adults, and 10 gambling content creators, uncovering systemic Black Market use among vulnerable groups, general consumers, and influencers. The report shows that illegal gambling is not only prevalent—but thriving—and is becoming the default option for consumers seeking fewer restrictions and more aggressive incentives.

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“We are seeing a significant rise in crypto casinos, fake games, and VIP schemes promoted by influencers who bypass UK regulations,” said Jordan Lea, CEO of Deal Me Out. “The consequences of well-intentioned regulation must be considered carefully, or we risk pushing vulnerable consumers straight into the arms of the Black Market. We need to ensure regulators, policy makers, industry and all other stakeholders work collaboratively to prevent any further growth of illegal gambling”

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Matthew Hickey of Social Intent said "This report provides a much needed update on the impact that the black market has on those living with gambling harms. The impact that over regulation can have on driving people in to the black market and further away from help and support that is on offer currently is evident in this report, and something that we must stop happening". 

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Key Findings:​

• 420,000+ school children in the UK may be engaging in unregulated gambling.

• 67% of respondents that signed up to UK self exclusion scheme had used the Black Market to bypass Self exclusion.

• 84% of content creators externally reviewed were promoting Black Market sites—one alone gained over 1 million views in a single month.

• £10 million+ in deposits were reported by survey participants, with widespread reports of withheld winnings, scams, and fake games.

• Consumers and non-gamblers alike struggle to distinguish between regulated and unregulated platforms.

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Influencer-Led Migration​

The report exposes the central role of content creators in this shift. YouTube, Kick, Twitch, and Discord are being used to promote crypto casinos and bypass safeguards like ID verification and deposit limits.

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A Message of Thanks​

“This report is a landmark moment for Deal Me Out, and we are incredibly proud of the collaboration and dedication that made it possible,” said Iris Den Boer, Head of Public Relations at Deal Me Out.
“We want to offer our heartfelt thanks to the young people, individuals with lived experience, content creators, and everyone who gave their time and voices to this work. Your input is not only valued—it’s essential. Together, we’re helping shape a safer, better-informed future for everyone affected by gambling harm.”

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Call to Action​

Deal Me Out calls on the Gambling Commission, policymakers, industry, and tech platforms to:

• Prioritise a comprehensive public awareness campaign on the dangers of the Black Market.

• Strengthen regulations around social media marketing, particularly on influencer platforms.

• Consider the unintended consequences of affordability checks and product restrictions.

• Increase collaboration between education, health, enforcement, and the gambling industry.

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Editor note - 

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PAGE 8 - Gamstop figures, Deal Me Out initially reported 34% of Gamstop users had gambled on the Black Market, citing a report by Gamstop, these figures we're incorrect and are represented in the below figures. We have amended the figure to represent the true percentage of 8%

 

This was 34% of the 1,037 people who were gambling online at all, and 8% of the survey base of 4,651'