The line between legal and illegal gambling has never been thinner. As unlicensed operators increasingly adopt the appearance and tactics of regulated brands, players are left navigating a landscape where the difference between safe and risky play is harder to discern than ever before.
“Players want to be protected, not feel like they are being policed or made to feel like a criminal.”
Recent customer insights reveal a troubling trend: many players are either unaware of the risks posed by illegal gambling or unable to distinguish between licensed and unlicensed operators. Survey data from 998 online players across the UK, Netherlands, Sweden, France, and Belgium (completed by FDJ UNITED in 2025) shows that trust in gambling operators is shaped by visible signals—such as accreditations, secure payments, and responsible gambling tools—but these signals are now being mimicked by black market actors.
Illegal operators are actively using legal advertising and sponsorships to blur the boundaries, priming players to see them as legitimate. This deliberate strategy makes it increasingly difficult for players to spot the difference, raising the question: do players not care about the risks, or do they simply not know who is legal and who is not?
The confusion is reflected in the numbers: over half of surveyed players perceive both licensed and illegal operators as having qualities associated with the black market. The black market’s appeal—better bonuses, fewer restrictions, and a smoother onboarding process—further entices players, even as licensed operators retain an edge in payment security and user experience.
As the gambling landscape evolves, empowering players with clear information and reinforcing the distinction between legal and illegal operators will be essential for building trust and ensuring safer gambling in a changing world.
Key Figures
- 59% of players can’t tell the difference: More than half of those using unlicensed sites think they look just like legal operators.
- 49% trust the badge: Nearly half of players say official regulator approval is what makes them trust a gambling site.
- +16% choose speed: Players are 16% more likely to pick black market sites for quick, disruption-free play.