ADVERTISING AND MARKETING
other examples, however, this has not been the outcome and the influencers moved to promoting black market operators. It’s easy to categorise such behaviour as the actions of individuals with criminal tendencies, but the reality is more complex. In most cases, they are simply applying business logic to their decision making. A report from Deal Me Out revealed the clear-eyed logic behind the move to the black market by ten gaming influencers following a change in UK rules. 12 All the content creators were fundamentally opposed to returning to the regulated market whilst restrictions are in place and with almost all content creators playing on the Black Market, their audience is sure to follow. That means it is only a matter of time before migration to the Black Market, in particular Crypto Casinos, is the new normal for a young audience.
instant message that influencers should fire up the VPN and find a market without the restrictions. The Deal Me Out report found remarkably similar frustrations among consumers with an overwhelming number concerned that regulation was pushing them into the Black Market. 84 percent of respondents agreed that slot regulation (no turbo spins, no bonus buy’s, lower limits, slower spins) influenced their decision to migrate to the Black Market and 80 percent of respondents felt deposit limits and affordability checks were the main reason for migration. This group may not be content creators themselves, but they will almost certainly be influenced by them as they are part of the same community. Having vocal and respected player airing their frustrations plays into the hands of Black Market operators who will often welcome them with open arms. A 2025 study into the Black Market by the UK Gambling Commission profiled typical Black Market players. 13 The report found that they are generally men, between the age of 18 and 24, who are active gamblers, and who usually rank eight or above on the Problem Gambling Severity Index (PGSI) problem gambling scale. They typically go to the black market to bet on football, for online bingo, or to play online fruit or slot games. The motivation behind going out of their way to find illegal sites are most often better odds and offers, games unavailable elsewhere, access to alternative payments like crypto, no stake limits, and a low entry barrier – meaning weak ID or financial checks. This suggests a significant prevalence of harmful gambling behavior is likely to be exhibited by this group in an environment where harm prevention is weak. If regulators are unwilling to reconsider tighter restrictions, then the only options open are to try and enforce regulations on influencers promoting Black Market products or to tackle the Black Market itself. Both of these are challenging. First, it is by no means always clear that influencers are breaking
The rationale given by the influencers is as follows:
• Creating content on Black Market is less time consuming due to bonus buys, turbo spins etc. • There is increased affiliate financial return • There see hugely increased VIP scheme returns, rake back, and enticements compared to the regulated market • There is lower viewership on lower stake videos: why spend time creating content with limited appeal when creators on the black market can utilise unlimited bet limits • Content creators on the UK licensed market are unable to compete with global players who are working without similar restrictions • Ability to use bonus buys and turbo spins for personal enjoyment This last point demonstrates just how important it is to this group that they are allowed to continue to play the games they love in the way they want. Banning games or introducing restrictions on stakes, speed or types of gameplay send an
12 https://www.dealmeout.org/_files/ugd/81a066_2eb4a60f592c47e0b233b81e9c1cf9b4.pdf 13 https://www.gamblingcommission.gov.uk/report/illegal-online-gambling-consumer-awareness-drivers-and-motivations
IMGL MAGAZINE | DECEMBER 2025
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