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Entain has published open source research claiming illegal gambling promotion now sits inside everyday football, gaming and influencer content seen by young UK users. The findings arrive during the Men’s World Cup, while the Gambling Commission still warns that the black market cannot yet be measured reliably.
Good To Know
- Entain research logged 72 UK facing promotions across 44 influencer, clipper and tipster accounts.
- More than 30 unregulated gambling sites were identified, including Stake, Rainbet and Duelbits.
- The Gambling Commission said in November 2025 that it was “not yet in a position to make a robust and reliable estimate of the size of this market.”
World Cup Gives Illegal Operators A Bigger Stage
Entain released the study on 17 June 2026, one week after the Men’s World Cup began. The operator says illegal gambling promotion is already active across social media and ready to grow as football engagement rises during the tournament.
The research was carried out in May 2026 by independent open source intelligence researchers. It reviewed activity across Kick, Instagram, X, YouTube, TikTok, Facebook and Twitch.
Researchers found more than 30 unregulated gambling websites aimed at UK audiences. Stake, Rainbet and Duelbits were among the brands named.
Bejay Patel, Entain UK and Ireland managing director, said the findings should concern public bodies and enforcement teams.
“As the Men’s World Cup is underway, this research is a wake-up call to government, regulators and law enforcement agencies that illegal gambling promotion is not operating at the fringes but is now operating at scale in the UK with coordinated networks primed to target millions of UK fans during the tournament.”
Patel also said the report “raises serious questions about whether regulators and enforcement agencies have the powers and resources needed to tackle the highly coordinated illegal gambling promotion effectively, particularly across global social media platforms.”
Football Pages And Influencers Drive The Promotion
The report points to a network built around football, gaming, short form clips and manosphere content. Researchers found at least 12 football fan and tipster accounts linked to clubs including Arsenal, Liverpool and Manchester United posting identical betting tips at the same time.
Entain said researchers viewed that pattern as a coordinated affiliate campaign. Most posts carried no clear commercial disclosure.
Celebrity reach also played a role. Retired footballers Sergio Agüero, Eden Hazard and Iker Casillas were identified as ambassadors for offshore gambling brands. The study said that type of promotion gives unregulated operators access to audiences running into the tens of millions.
Influencers including Adin Ross, HSTikkyTokky and Ed Matthews were also named. The report said gambling content often appeared next to wealth displays, gym culture and risk taking, with audiences concentrated among men aged 14 to 25.
Kick received special attention in the report. The streaming platform hosts a dedicated gambling category with limited age checks, according to the researchers. Clips then travel to TikTok, Instagram and YouTube through referral codes, affiliate links and gamified incentives.
Around 20% of TikTok UK audience is estimated to be under 18, which adds another child protection concern for regulators.
VPN Guides Show How Users Bypass UK Rules
Entain research also found AI generated YouTube channels that tell UK users how to get around gambling restrictions. Those channels promoted VPN access, identity verification workarounds and routes into banned sites.
Consumer safeguards appeared weak or inconsistent across the platforms reviewed. The report said at least one operator allowed account creation with no age verification at all.
That raises a hard question for the UK market. Licensed gambling operators must follow age checks, advertising rules, safer gambling requirements and tax obligations. Unregulated websites do not follow the same framework, yet still reach UK consumers through social content.
At the same time, the true size of the black market remains disputed. Entain puts unlicensed activity at around a tenth of UK gambling and expects it to grow during the World Cup. The Gambling Commission has urged caution over market size claims from third parties or commentators when methodology is not transparent.
That does not mean the regulator sees no risk. It means official measurement remains difficult, especially with VPN hidden traffic and offshore sites.
Frequently Asked Questions
What did Entain research find about illegal gambling promotion?
Entain research found 72 UK facing promotions across 44 influencer, clipper and tipster accounts on seven platforms.
Which unregulated gambling sites were named?
Stake, Rainbet and Duelbits were among more than 30 unregulated gambling sites identified in the research.
Which platforms were reviewed?
Researchers reviewed activity across Kick, Instagram, X, YouTube, TikTok, Facebook and Twitch.
Why did Kick feature in the report?
Kick was identified as a major hub because it hosts a dedicated gambling category with limited age checks, while clips move to TikTok, Instagram and YouTube.
What age group did the report say was being targeted?
The report said illegal gambling promotion was deeply embedded in content consumed by young UK men aged 14 to 25.
Can the UK regulator measure the black market accurately?
Not yet. The Gambling Commission said in November 2025 that it was not yet able to make a reliable estimate of the market size.
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