Deal Me Out report: Streamers and social media influencers increasing black market usage

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A new report from gambling charity Deal Me Out has found that UK gamblers are being driven to the black market, due to increasing friction on licensed products, a lack of legal cryptocurrency gambling websites and streamers and influencers directing viewers to illegal sites. 

Published on 9 April, the report includes responses from 1,250 children, 300 adults and 10 gambling content creators from the UK found that a notable number of gamblers are being driven to unlicensed websites through affiliate links provided by streamers and social media influencers. 

It also believes that the friction created by increased regulation plays a big role in gamblers looking to the black market. 

The report found that up to five million clicks across social media each month were directed towards unregulated sites on the black market through affiliate links posted by streamers and influencers. 

Influencers also give out advice on how to find these websites, by using VPNs and avoiding tracking. 

The report found that 90% of the responding content creators use the online crypto betting platform BC.Game, which lost its licence in the UK via the White Label Agreement. It also exited Curacao in December, having been declared bankrupt in a local court after failing to pay players funds that they were owed. 

Deal Me Out has also estimated that as many as 420,000 underage children may be using black market gambling sites, with a particular focus on loot boxes and video game currencies. The report also noted that younger gamblers are more likely to favour crypto betting sites, which are illegal in the UK. 

The increase of underage gambling has been widely reported, with an Irish report from the Institute of Public Health in 2023 finding that roughly one in four 16-year-olds have gambled for money.  

The reform of the UK Gambling Commission regulatory rules has also been cited as a driving force for people using black markets websites. 

Deal Me Out reported that consumers have expressed concerns around giving their personal information to operators, alongside losing content such as bonuses and turbo spins. 

The organisation has warned that using “disruptive methods alone against black market operators does not effectively address the problem”. 

It noted that cease-and-desist letters to criminals and offshore payment providers can create games of “whack-a-mole” as mirror sites tend to appear whenever a site is blocked or called to be taken down. 

Public awareness of what sites and verticals are illegal is lacking, as the report found that “people that gamble and those that don’t are equally unable to tell what is regulated and what is not”. 

Online content creators and influencers are also starting to move on towards playing illegal products, with one responding content creator stating that regulation had ‘forced their hand’, and highlighting that their viewers wanted to watch ‘high-rolling content’ which is something that ‘they cannot do in the UK’. 

Jordan Lea, the CEO of Deal Me Out, has recommend that the government and regulators work together to protect people from using black market websites: 

“We are seeing a significant rise in crypto casinos, fake games, and VIP schemes promoted by influencers who bypass UK regulations. 

“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” 

Matthew Hickey of Social Intent backed up Lea’s point, stating: "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 into 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".  

To learn more about responsible gambling, visit our responsible gambling at casinos page which also offers resources and advice on where to seek help if needed.