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    Do social media and streaming turn players towards illegal gambling?

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    The Deal Me Out report calls for more awareness of risky gambling behaviour and a curb on social media influence.

    In the last couple of years, we’ve seen a significant shift in player behaviour when it comes to online gambling. One of the biggest concerns is that more and more players are turning towards unregulated black-market platforms.

    A recent report by the gambling charity Deal Me Out sheds light on what some of the main causes of this shift in player interest might be.

    Surprisingly, social media influencers and streamers play a major role in this move towards black market gambling and illegal casinos.

    The black market is trending

    The black market, or interest in it, is nothing new. However, considering the drive from online casino platforms and gaming authorities to create a safer space where players can enjoy regulated gameplay, we can’t help but wonder what has caused the latest shift towards illegal gaming options.

    There could be several reasons behind this sudden surge of interest and the wide variety of unlicensed options to choose from. Those include the heightened regulations on legal platforms, especially when it comes to UK online casinos. They are known for having to jump through hoops to get and keep their licenses, as the UK is famous for keeping a tightly regulated market.

    Of course, there’s also the avid promotion of these unregulated sites from popular streamers and social media influencers, which plays a big role. Other contributing factors include quick payouts, unrestricted gameplay, and fewer conditions, with no ID checks required.

    The influence of social media and streamers

    Social media platforms and streaming services are significant contributors and have become a valuable means for black market platforms to promote their services.

    The casino streaming industry is on the rise. However, you will also find many influencers and content creators in this market sharing their affiliate links to such unregulated sites. Some even include tips on how to bypass geo-restrictions in a way that avoids any detection.

    According to the Deal Me Out report, over five million clicks per month are directed back to black market sites via these channels.

    They share an example of a content creator who is actively promoting an unlicensed crypto betting platform, emphasising its lack of verification requirements and dedicated player protection. This is the type of endorsement that not only attracts adult gamblers but also invites underage players.

    A lasting impact

    Deal Me Out highlights that there is a growing number of underage users taking part in black market gambling. The report states that over 420,000 schoolchildren in the UK use these platforms. They are drawn in by the loot boxes and other in-game currencies offered by video games, which ultimately blur the line between iGaming and e-Gaming.

    Not to mention the contribution of platforms like Discord that add to the social aspect of gambling and exacerbate the issue, considering many young users are eager to play alongside their friends.

    It also sheds light on the challenges these individuals face with gambling addiction. Many are turning to the black market to bypass the self-exclusion programs offered by organisations like GamStop.

    Regulators push back

    Countries have launched a global crackdown on illegal gambling in response to the black market's growing threat. The UK Gambling Commission (UKGC) is at the forefront of such efforts and has been particularly proactive in battling illegal and unethical practices. Players, regulators, and operators agree on the need for tight frameworks.

    However, the challenge lies in creating systems that are both secure and user-friendly—open enough to attract new players but strong and strict enough to prevent harm at the same time.

    Responsible Gambling & Play Safe

    Time to step up

    The report’s findings show the need for greater focus on increasing awareness surrounding the black market and its risks. It’s easy for players to struggle when distinguishing between regulated and unregulated platforms, which leaves them vulnerable to scams, their winnings being withheld or other unethical practices.

    Deal Me Out has called on regulators, policymakers, and industry stakeholders to address these issues and enhance consumer education while simultaneously focusing on adding extra measures to curb the influence these social platforms hold.

    We need to find a balance between regulation and accessibility, which ensures a more transparent gaming environment that players can safely enjoy. From the looks of it all, the changes have already started. Hopefully, this will lead to even safer and more responsible gameplay for all parties involved.

    Leave us a review on Trustpilot!

    Published: May 2, 2025

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    Deni avatar image

    Article by Deni

    CasinoWow Contributor

    Hi, I’m Deni and I am here to ensure you have all the information you need to make informed decisions about online casinos and games and, of course, have fun while doing it. I do so through in-depth research and a keen eye for detail resulting in comprehensive reviews and engaging articles. Let’s explore the iGaming world together!

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