KVA study exposes no-limit casino trap

A study published in January 2026 by the Keurmerk Verantwoorde Affiliates (KVA) analyses the online search behaviour surrounding the expression ‘no-limit casino’.

A search phrase that speaks volumes

A new study published in January 2026 by Keurmerk Verantwoorde Affiliates (KVA), an organisation specialising in the promotion of responsible affiliations in the gambling sector, sheds light on a major phenomenon: searches associated with no-limit casinos are massively directing users towards illegal gambling offers.

The results of a specific measurement carried out in January 2026 show that this query and its variants generate a considerable volume of traffic. What is even more worrying is that a significant proportion of this visibility benefits sites that promote operators who do not respect the legal framework.

The researchers identified 44 domains that responded in whole or in part to the search related to casinos without limits. These sites appear repeatedly in search engine results. They all direct Internet users to unauthorised gambling offers. According to published figures, these domains account for around 1.39 million unique monthly searches from the Netherlands. This volume corresponds to active and repeated demand from users explicitly looking for platforms with no gambling restrictions.

This phenomenon is no longer a marginal market, but a massive flow of visitors exposed to environments that escape regulatory safeguards. Uncapped deposits, lack of protection mechanisms, sometimes inadequate identity checks: the risks for players are very real.

Why are these sites dominating the results?

The lasting visibility of these platforms is no accident. The sites identified are using SEO strategies targeted at queries related to the absence of gambling limits. They produce content geared towards players looking for fewer constraints: no deposit limits, no strict restrictions, and wider access.

This strategy responds to an existing demand, but it also exploits the flaws in search engine rankings. When a user formulates a precise query, the algorithm favours apparent relevance. If illegal sites have optimised their pages around these keywords, they automatically rise in the results.

The user’s first contact with the gambling offer is often with a player who is out of his depth. There is no clear warning, no regulatory context, no reminder of the risks.

Measurable effects of corrective measures

However, the report’s conclusions are not all negative. The authors also highlight the impact of certain initiatives launched since October 2024. The KVA has encouraged its affiliates and partner licensees to create warning pages specifically dedicated to searches for no-limit casinos.

The aim is twofold: to occupy space in search results and to provide clear information to Internet users. These pages do not promote illegal gambling. They explain the regulatory framework, the potential dangers and the differences between authorised and unauthorised offers.

According to the study, a number of affiliates and licensees linked to the KVA now appear prominently in search results for these sensitive queries. This increased presence has a tangible effect: it reduces the share of visibility of illegal players and improves the information available to consumers. The report notes that these information pages are helping to rebalance the digital landscape. When a user is looking for a ‘no limits’ solution, they may now also come across structured warning content rather than a simple commercial promise.

The approach put forward by the KVA is not based solely on restriction or blocking. It also favours education. Rather than leaving the field open to unauthorised platforms, the idea is to invest search results with responsible content. Explanatory pages, warnings and neutral resources can act as an informational filter. They don’t eliminate the risk, but they do give players a context in which to make decisions.

Shared responsibility between players

The study stresses the need for a combined approach. It rests on three pillars: attentive public policy, active monitoring of research findings and the voluntary commitment of the industry itself.

Regulation alone is not enough if it is not accompanied by continuous monitoring of online visibility. Search results evolve rapidly. New domains appear, others disappear, some change strategy. Without regular measurement, the diagnosis quickly becomes obsolete.

For their part, players in the legal sector have a lever at their disposal: to produce content that is reliable, transparent and well referenced. This requires investment, but the study shows that the impact is real.

The KVA stresses that cooperation between responsible affiliates and licensees is a key factor. The more these players publish solid information pages, the more they can compete with the presence of illegal sites on sensitive queries.

The consumer at the heart of the problem

At the centre of this dynamic is the end user. They are the ones who formulate the search. They are the ones who click. They are the ones who take the risk.

The study reminds us that many players do not clearly distinguish, at first sight, between an authorised site and an illegal one. The look, the marketing language and the promises can be very similar. Without a clear indicator, confusion is common, which is why it is so important to provide information that is accessible from the results page. Well-positioned educational content can act as a beacon. It doesn’t block the freedom of choice, but it clarifies the decision.

What happens next?

The published measurement corresponds to a precise moment in time: January 2026. It provides a detailed snapshot of the situation at that time. But the authors recognise that the digital ecosystem is constantly evolving. New measurements will be needed to monitor trends: changes in the number of visible domains, changes in search volume, the rise or fall of warning pages, shifts in referencing strategies.

The report warns against any static reading. The battle for visibility is ongoing. Illegal operators are adapting their methods. Responsible players must do the same.

One thing is certain: with over a million searches a month potentially leading to unauthorised offers, the subject can no longer be considered secondary. It directly affects player protection and the quality of online information.