Fighting back: How strong brands and smart nudges can help UK betting operators tackle black market gambling

Black market gambling has exploded in the UK, and it’s causing serious concern for the betting industry. Despite tighter rules introduced by the Gambling Commission to protect customers and encourage safer gambling, 1.5 million Brits now place bets worth £4.3 billion each year on the ever-growing, ever-unsafe black market. 

Black market betting sites entice customers with fewer barriers to entry, greater anonymity, and tempting but unregulated promotions — posing a significant threat to both players and the industry.

What can regulated betting firms do to keep customers from drifting to the black market? How can they deliver the frictionless experience that players want, while still operating in a highly regulated industry?

The rise of black market gambling

Recent studies by the Gambling Commission and Betting & Gaming Council have reported a sharp rise in consumer traffic to unlicensed gambling sites. UK players are estimated to spend £2.7 billion a year with illegal black market operators online. Most of this growth has been linked to the introduction of affordability checks and stricter marketing restrictions for regulated operators.

Labour’s November Autumn Budget and the real possibility of taxation rises for regulated firms risks pushing even more gamblers into the black market”. Grainne Hurst, CEO of the Betting & Gaming Council, also shared this view.

While these rules are designed to protect players, they have also added extra barriers to regulated play, and are pushing bettors towards unregulated operators who don’t need to comply with safety regulations. Know your customer (KYC) and anti-money laundering (AML) checks, for example, are important safeguards but risk driving players towards offshore and unlicensed betting sites.

Unlicensed operators sit outside UK law. They don’t carry out safety checks, they don’t pay tax, and they don’t contribute to British sport. Their sites often mimic legitimate betting platforms and expose players to unsafe conditions that hold no regard for their safety and provide no financial protection.

What does this mean for players and brands?

For players, the dangers are more obvious. There’s no regulation, no guarantees, and no protection when playing on black market gambling sites. Many don’t realise they’re even using illegal websites, and those who have self-excluded through schemes like Gamstop are actively targeted by unlicensed operators.

For licensed operators, the risks are just as serious. Black market firms are enticing customers with ease, accessibility, and more rewards, while regulated firms risk being seen as restrictive. If this perception continues growing, trusted UK brands could face reputational damage and risks to their long-term sustainability.

How UK betting operators can fight back

If illegal operators are using simplicity and perceived value as their weapon of choice, then regulated operators must counter with the strengths the black market can’t replicate: trust, reassurance, and brand credibility.

The balance lies in sufficiently safeguarding players, creating experiences that feel as seamless and friction-free as unregulated sites, but with the protection and clarity only licensed operators can provide.

At Trinity McQueen, we believe behavioural science tactics provide clear opportunities for licensed gambling operators to fight back, for example:

• Make regulated play the default. Position licensed sites as the normal, sensible choice for smart gamblers. Use default bias to frame safe play as the expected behaviour, not the compromise.
• Leverage social proof. Show that millions of people already trust and choose regulated platforms every day. Showcase ratings, reviews, and endorsements to counteract the noise from black market operators.
• Reduce unnecessary friction. Players often drift to black market sites because they feel easier. Regulated operators should streamline onboarding, simplify communication, and highlight the benefits of greater protection — making safe play feel smooth and enjoyable.

The future of safe gambling in the UK

If black market firms are growing by removing friction, then regulated firms must win by removing doubt. That’s where brand and behavioural science come together. Trusted, regulated platforms designed with smart behavioural nudges can give players what they really want — control, clarity, and confidence. The future of safe gambling in the UK depends on it.

To find out more about using behavioural science to build trust and loyalty with your betting customers, get in touch with our team.