Illegal gambling: 60 per cent of Belgian traffic targeted 

Whilst sports betting is on the rise ahead of the 2026 World Cup, illegal gambling sites are gaining ground in Belgium. According to a study commissioned by a legal operator, these platforms now account for 60 per cent of Belgian players’ traffic.  

A massive parallel market 

In Belgium, illegal gambling platforms are now reportedly more popular than authorised sites. They account for 60 per cent of gambling-related traffic in Belgium. These platforms do not comply with the rules imposed on licensed operators and are not subject to the same level of scrutiny. 

Why are these sites so appealing? 

The answer lies primarily in how easy they are to access. A test carried out as part of the investigation shows that it is possible to register on an illegal site in under twenty seconds. A simple email address is all that is needed to create an account and start betting. No proper identity checks are carried out.  

This ease of access opens the door to vulnerable gamblers, to people who should be protected, and even to minors. It also removes the safeguards put in place by Belgian legislation to regulate gambling practices. 

On these platforms, deposit limits may no longer apply. Bonuses prohibited under Belgian law are offered. Payments can be made in foreign currencies or cryptocurrencies. Players find themselves in an environment where national rules no longer really apply. 

Sites blocked, then immediately replaced 

Nearly 900 sites are currently on the Gaming Commission’s blacklist. In the last five months alone, 150 new platforms have been blocked. But illegal operators adapt quickly. They tweak their address slightly, changing a letter or a number, and then reappear in an almost identical form. 

Magalie Clavie, chair of the Gaming Commission, describes a mechanism that is difficult to contain:  

“Once they’re blocked on our list, they change a letter or a number in a URL and their site, which had been blocked, becomes accessible again. So in a way, it’s a never-ending battle.” 

Imitations that mislead internet users 

The danger doesn’t just lie in accessibility. Some illegal platforms go further by imitating the appearance of legal operators. 

Christophe Pappas, head of digital operations at a legal provider, explains:  

“They have a homepage that is exactly the same as ours. You click on ‘sign up’ or ‘log in’ and you’re redirected to another unlicensed site.” 

For an inattentive internet user, the confusion can be total. They believe they are on a well-known or regulated platform, when in fact they are being redirected to a site without Belgian authorisation. 

“It’s a real Wild West” 

Licensed operators are criticising competitors who do not play by the same rules. They are subject to strict obligations, whilst illegal platforms can use methods that are banned in Belgium. 

Charlène Rainier, communications manager at the Gaming1 group, speaks of powerful rivals: “We’re up against giants who are coming at us with fierce and prohibited digital marketing strategies.” 

Lawyer Alexandre Cassart, who specialises in gambling, sums up the situation: “It really is the Wild West on these sites.” 

Banned advertising remains visible 

In Belgium, advertising for gambling is now banned. Yet some illegal platforms continue to gain visibility. 

One of them has entered into a partnership with Eden Hazard, former captain of the Red Devils. This association with a well-known figure in Belgian football may reinforce the impression of legitimacy. 

For Magalie Clavie, this type of collaboration can mislead consumers: “When you see that a site is endorsed by a football or music star, you tend to believe it’s a legal site, when in fact that’s completely untrue.” 

The case is currently the subject of a judicial investigation, but the advert remains visible online.  

Blocking money rather than websites 

Given the limited effectiveness of blocking websites, legal operators are calling for a different approach: preventing payments to banned platforms. 

The idea is to strengthen collaboration with financial institutions. If a player can no longer deposit money on an illegal site, that site’s operations become much more difficult. This strategy goes beyond simply blocking a web address, which can be replaced in a matter of minutes. It seeks to sever the link between the Belgian player and the illegal platform. 

The illegal market is no longer confined to the fringes. It now plays a major role in online gambling habits. And as long as blocks remain easy to circumvent, Belgium will have to continue a battle that the authorities are already describing as never-ending.