UK Study Links Non-GamStop Searches More Closely to Illegal Gambling

The figures come from a study released on October 20. Yonder Consulting surveyed 4,007 online gamblers in May 2026, alongside examining online conversations and interviewing people familiar with unlicensed gambling.

Better Odds Attracted More Searches

The survey recorded the following behaviours over the previous three months:

• 42% browsed for better odds – risk ratio 1.0;
• 26% looked for better RTP – ratio 1.2;
• 19% used sites asking for little personal data – ratio 1.5;
• 12% searched for sites outside GAMSTOP or Gamban – ratio 1.5.

The smaller groups stood out in the UKGC’s statistical analysis. Odds shopping was 3.5 times as common as looking beyond GAMSTOP. However, it accounted for just 8% of relative importance in the regulator’s model, against 14% for non-GAMSTOP searches.

Both measures compare reported behaviour with indicators of illegal-site use. Neither establishes why a particular player chose an unlicensed operator.

52% Versus 13% Across Player Groups

The survey tables show a fourfold difference between two groups. Among Skilled Advocates, 52% had looked for gambling sites outside GAMSTOP or Gamban. For Accidental Tourists, the figure was 13%. Their use of websites requesting little personal information also differed: 64% against 27%.

Social Explorers fell between these groups, with 20% searching beyond GAMSTOP and 34% using websites with limited personal-data requirements.

These figures describe behaviour within the research groups, not their share of Britain’s gambling population. UKGC warns that the subgroup samples are small.

Affiliate Searches Remain a Route Offshore

The Commission’s October 20 commentary identifies affiliate pages among the results for non-GAMSTOP searches. The term also appears in discussions about cryptocurrency, identity checks and withdrawal speed.

An earlier 15M investigation examined British traffic reaching offshore casino brands through similar landing pages. The new UKGC study looks at the issue from the player’s side. Its 1.5 risk ratio indicates an association with illegal-site use, but says nothing about registrations or deposits generated by those searches.