Study finds UK black market influencer content racks up five million views per month

A new report from gambling-related harms charity Deal Me Out has estimated UK-based influencers promoting black market operators are amassing five million views per month across social media.

The organisation has released its latest study, ‘Black Market Evaluation’, in which it conducted several surveys and workshops with gamblers of all ages.

Deal Me Out’s findings claimed there has been a “mass migration of influencers, content creators and affiliates onto the black market”, with 100% of all content creators that were surveyed admitting they used the illegal sector, as well as 84% of those researched externally. 

Content creators can drive gamblers to the black market via the use of affiliate codes, as well as streaming their own wagering activity through platforms such as Twitch and Kick. 

As part of its research, Deal Me Out delivered focus groups and surveyed 10 gambling influencers and industry content creators.

Between July and August 2024, the creators surveyed amassed 3.8 million views on YouTube alone, all of which came while promoting the black market. 

In turn, Deal Me Out has estimated that across all social media platforms, there are five million views each month on content from UK-based creators that directly promotes affiliate links for black market websites. 

The creators surveyed informed the charity that their respective content has sparked 12,500 UK-based users to engage with black market operators via their affiliate links.

Deal Me Out has explained that trying to entice those players away from illegal operators and into the regulated market would prove difficult, with 91% of consumers surveyed claiming they would never return to the legal side of the industry. 

That sentiment is seemingly shared by the influencers, who also have little interest in returning to the legal sector. As a result, Deal Me Out has insisted regulators must acknowledge that “where influencers are playing, consumers follow”. 

YouTube did attempt to quell the flow of content creators signposting the black market last month, when the site updated its terms to ban the promotion of illegal casinos, but influencers have responded by using their own Discord channels as a method of directing players. 

Every influencer surveyed use or have used BC Game, which recently relinquished its Curaçao licence, as an affiliate. 

One content creator, in one video, is quoted as saying: “As always guys, if you want to play on BC Game and support me as a gambling content creator, and if you want your quick spins, your auto plays, your bonus buys – no ID checks, no verification and full player protection, then make sure you sign up via gamblersden.com, or use the link down below.” 

BC Game, which remains the front-of-shirt sponsor for Premier League side Leicester City, shuttered its UK-facing site earlier this year.

Children’s black market exposure 

Meanwhile, the same report also aimed to evaluate the impact unregulated gambling has on underage groups through workshops that were delivered to more than 1,200 children. 

A key finding of Deal Me Out’s research was that 420,000 children “may be engaging” with the illegal sector, mainly through either blockchain gambling or in-game currencies found in virtual games. 

The charity has determined that a notable amount of children are being exposed to gambling through streamers, despite expecting to watch gaming content. 

Though operators in the UK regulated market must adhere to marketing rules enforced by the Gambling Commission, the same does not apply to black market companies, many of which have deployed celebrities to promote their respective offering. 

The evaluation estimates that 67% of children have gambled within the last 12 months, whether that be at arcades or with friends, but there was also rise in the number of underage players engaging with black market operators. 

Elsewhere, 62% of children admitted to watching gambling content through apps such as YouTube, TikTok, Twitch and Kick.

Viral TikTok content is also being badged with logos and branding from unlicensed sites, including Rainbet, with some videos attracting millions of views.

The study also detailed how 30% of children surveyed used VPNs to access black market sites, while 70% declared they had depended on VPNs to deliberately circumvent gaming regulations. 

The next steps 

Deal Me Out has outlined several areas regulators must address to stem the flow of customers engaging with the black market, including introducing an online safety bill that would outlaw marketing materials linked to illegal operators. 

Though the organisation detailed how a complete removal of gambling advertising could benefit black market operators, Deal Me Out has noted that the amount of exposure to white-label operators within football “must be addressed”. 

The study finds that the general population needs to be better equipped with information about the black market, raising awareness of its dependence on fake games and reluctance to pay out winnings, as well as how often it is used to fund criminal activity. 

Deal Me Out stressed the need for collaboration in the research, education and treatment (RET) sector, insisting it must work with all other industry stakeholders. 

Other areas of contention addressed by the charity include affordability checks and slots stake limits, both of which are singled out as drivers to the black market.

Jordan Lea, Deal Me Out CEO, said: “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.

“This report provides a much needed update on the impact that the black market has on those living with problem 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.”