Influencers Drive Millions Toward Black Market Gambling Sites, Report Reveals

_{Deal Me Out CEO Jordan Lea warns that influencers promoting crypto casinos and fake games are drawing millions of monthly views. (Image: LinkedIn)}

A comprehensive report by the research organisation Deal Me Out suggests that social media influencers and content creators have been identified as key players in driving significant traffic to unregulated casino sites, collectively directing millions of pounds in gambling deposits toward black market sites in the United Kingdom.

The report highlights that influencers are leveraging their vast online platforms, including popular streaming services like Twitch and YouTube, where they showcase gambling content that often features unlicensed operators. According to the survey, approximately 12,500 UK consumers have signed up for these black-market sites as a direct result of affiliate links shared by these influencers. 

Rise in Black Market Gambling as Influencers Bypass UK Regulations  

Jordan Lea, CEO of Deal Me Out, has spoken of his concerns, saying, “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.” 

The report claims that up to 5 million views per month can be attributed to content creators promoting black market gambling. 

According to Gibson, black market operators mimic legitimate betting platforms in terms of technology and user experience. However, they lack consumer protection, do not pay taxes, and do not contribute to societal infrastructure, such as hospitals and schools. 

Colm Phelan, the Brand Manager for Casinos.com, also warned of the dangers of these offshore black-market sites and the risk they pose.

Some—though not all—influencers and streamers are being compensated to promote and play on unlicensed, black-market gambling sites. In some instances, they’re using play money or simulated funds during their streams, meaning they face no personal financial risk. Unfortunately, the same cannot be said for viewers who sign up and wager real money as a result. 

Young People Most at Risk as Frequent Users of Social Media 

The findings raise serious concerns about the impact on vulnerable populations, particularly children and young people who are more likely to be online and using social media platforms.   

The numbers make for shocking reading for any parent. The report estimates that up to 420,000 schoolchildren could be engaging with black market gambling, influenced by the very content they consume online. 

The report has been welcomed by Matthew Hickey of Social Intent. He 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 overregulation 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 it is something that we must stop happening." 

While legitimate gambling sites are strongly regulated and contain safeguards to stop vulnerable groups from gambling, specifically those under 18, black market sites lack regulation. These extremely stringent regulations can be a double-edged sword. Influencers claim that affordability checks, deposit limits, and game restrictions are compelling users to seek alternatives.  

Influencers Attracted to Black Market Sponsorship Deals 

Social influencers who use black market sites say they do so because they are easily accessible gambling options. Some are even sponsored by the black-market sites, claiming that they cannot compete with the regulations and restrictions and that there is a disconnect between player expectations and the regulated market.  

There are huge implications and risks associated with this trend of migration to black market gambling, including fraudulent operators who withhold winnings and the lack of consumer protections that exist in regulated environments. Almost 70% of influencers claim they would prefer to promote regulated markets.  

Gambling Commission Preparing to Release Findings on Illegal Gambling 

The UK Gambling Commission is preparing to release its findings on black market gambling in 2025. Stakeholders are already being urged to take proactive steps. 

With the increasing visibility of black-market operations through social media, the report advocates for urgent regulatory reforms to prevent influencers from inadvertently promoting potentially harmful gambling behaviour to their followers. 

The Black-Market Gambling Evaluation Report, prepared by Deal Me Out, provides an in-depth analysis of the prevalence, drivers, and consequences of unregulated gambling markets in the UK. The evaluation of this study was conducted by Social Intent, a consultancy specialising in corporate social responsibility and harm prevention strategies. 

Iris Den Boer, Head of Public Relations at Deal Me Out, said, “This report is a landmark moment for Deal Me Out, and we are incredibly proud of the collaboration and dedication that made it possible. 

“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.”