Leading gaming operator Entain has issued a warning over the growing influence of the gambling black market. Citing the results of a new study, the company suggested that illegal gambling is expected to rise sharply during the 2026 FIFA World Cup.
The report cited by Entain was conducted by independent OSINT researchers. It suggests that unregulated gambling promotion is running rampant across social media, employing “coordinated networks of influencers, tipsters and content accounts” ready to benefit from promoting high-risk illegal gaming products during the World Cup.
Entain said that the World Cup represents a “major near-term risk,” since illegal operators are already prepared to make the most out of the competition.
After examining seven of the most popular digital platforms, the research identified over 30 unregulated gambling websites leveraging a highly organized ecosystem to promote their products and prey on vulnerable players.
The report also highlighted the fact that illegal gambling promotion has turned into an everyday occurrence for social media users, especially young adults.
Entain Listed Key Findings of the Research
OSINT researchers identified 72 instances of UK-facing promotion from over 30 unregulated sites. Some of them had started producing World Cup-related content even before the start of the event. The promotion was present across social media sites, such as Facebook, X, and Instagram, as well as across video and streaming platforms like YouTube, Kick, TikTok and Twitch.
Additionally, some of the unlicensed platforms targeting the UK market boasted agreements with major soccer personalities, such as Sergio Agüero, Eden Hazard and Iker Casillas, increasing the unlicensed brands’ mass appeal and legitimacy.
To make matters even worse, black market operators employed AI-generated YouTube personas that taught users how to use tools like VPN to bypass the United Kingdom’s gambling restrictions.
The research further determined that the manosphere was a clear vector of spreading illegal gambling promotion, making young men especially vulnerable. Soccer fan and tipster accounts, on the other hand, promoted almost identical betting tips, suggesting a coordinated affiliate campaign.
To top it all off, the illegal gambling platforms targeting the UK market had little to no age verification and consumer safeguard measures.
Authorities Must Understand the Threat
Bejay Patel, Entain’s managing director for the UK and Ireland, commented on the findings, saying that they should be a “wake-up call to government, regulators and law enforcement agencies.” He said that authorities must understand that illegal gambling promotion is no longer operating at the fringes but is now actively competing with the regulated market.
It also 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.
Bejay Patel, MD UK & Ireland, Entain
In other news, Entain recently asked the UKIPO to require a Gambling Commission license before granting gambling-related trademarks.