Entain warns of illegal casinos in the UK
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22 Jun 2026 •
Reading time: 4 minutes
Research commissioned by Entain claims to have identified more than 30 unregulated gambling sites running coordinated promotional campaigns targeting the British public on several social media platforms during the 2026 World Cup.
A warning issued in the midst of the World Cup
According to research published by Entain, several unregulated gambling operators are seeking to capitalise on the massive attention generated by the World Cup to reach football fans in the UK. The investigation, carried out in May 2026, points to an organised scheme, spread across several major digital platforms, with content designed to direct users to unauthorised gambling sites. In total, more than 30 sites were reportedly identified in this research.
To reach its conclusions, Entain commissioned an analysis based on open-source data. The research focused on seven major digital platforms: Kick, Instagram, X, YouTube, TikTok, Facebook and Twitch. This approach identified 72 instances of promotions targeting the UK public for unregulated gambling sites.
These promotions were shared by 44 accounts belonging to influencers, short-form video creators, tipsters and specialist channels. According to information cited by Entain, the overall strategy is based on repetition, the rapid circulation of content and the use of language familiar to young audiences. The messages do not always focus solely on gambling. They are often embedded in videos about football, entertainment, sports culture or lifestyle.
Football, influence and apparent legitimacy
Among the unregulated operators named in the research are Stake, Rainbet and Duelbits. Entain also mentions the involvement of well-known figures from the world of football associated with offshore gambling brands, notably Sergio Agüero, Eden Hazard and Iker Casillas. The role of these partnerships is particularly sensitive. For a young football fan, the presence of a famous former player can create an impression of trust, or even normality.
The study estimates that these associations enable unregulated sites to reach audiences numbering in the tens of millions.
Young men particularly at risk
One of the most worrying aspects of the study concerns the target audiences. Entain states that certain content combines the promotion of gambling, displays of wealth, physical fitness, a taste for risk and the portrayal of a spectacular lifestyle.
Influencers named in the research, including HSTikkyTokky, Ed Matthews and Adin Ross, are cited as examples of figures who link these worlds to the promotion of gambling. The audiences in question are said to be particularly concentrated amongst men aged between 14 and 25.
The study also notes that around 20 per cent of TikTok’s UK audience is believed to be under 18.
Fan accounts used as conduits
The investigation also mentions at least 12 accounts dedicated to football clubs or betting tips, notably those relating to Arsenal, Liverpool and Manchester United. These accounts are said to have posted identical betting tips at the same time.
For the researchers, this synchronisation is an indication of a coordinated affiliate campaign. The accounts do more than simply share a sporting opinion: they are part of an organised scheme designed to steer users towards specific operators.
Entain calls on the authorities to take action
Bejay Patel, Managing Director for the UK and Ireland at Entain, described this research as a wake-up call.
“With the Men’s World Cup currently underway, this research serves as a wake-up call for the government, regulators and law enforcement agencies: illegal gambling promotion is not a marginal issue; it is now operating on a large scale in the UK, with coordinated networks ready to target millions of British football fans during the tournament,” he said.
“This also raises serious questions about whether regulators and law enforcement agencies have the necessary powers and resources to effectively combat highly coordinated illegal gambling promotion, particularly on global social media platforms.”
In Belgium, the Gaming Commission is taking a tougher stance
Belgium is following suit in maintaining a vigilant approach. With the World Cup approaching, the Gaming Commission has issued a clear warning to operators in the sector regarding bonuses, promotions and the use of social media. The Belgian authority wants to prevent the sporting event from becoming a pretext for an intensification of aggressive marketing around gambling.
This Belgian stance is in line with a broader warning issued by nine European regulators, including those in Belgium, France, Germany, Italy, the Netherlands, Poland, Portugal, Spain and Switzerland. For the authorities, the danger is twofold: on the one hand, unlicensed operators can circumvent national rules; on the other, major sporting events create an ideal environment for attracting casual bettors, including vulnerable groups. Belgium therefore intends to step up monitoring during the World Cup, in order to protect players and maintain fair competition between licensed operators.