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Casino Guru’s complaint data reveals scope of UK players gambling at unlicensed websites
The Gambling Commission’s recent calls for evidence and views from the industry and the public regarding upcoming changes to Great Britain’s gambling regulation has seen a number of professionals emphasize the potential rise of black-market gambling as a consequence of tightening regulations.
These claims have been largely backed up by a PwC report, which estimates the number of UK online gamblers using unlicensed operators to have more than doubled from 2018 to 2020, from c.210,000 to c.460,000 gamblers.
Later on, UK gambling firms have been accused of exaggerating the scale of black-market gambling in an attempt to influence the GC’s decision to introduce tougher regulations. The GC’s chief executive Neil McArthur commented that the report delivered by PwC is not consistent with their intelligence picture and lacked any evidence to show an increase in illicit betting. He added that GC’s own evidence suggests that the impact may be being exaggerated.
Simon Vincze, Casino Guru’s Responsible Gambling Projects Manager, has been keeping up with the heated discussion taking place in British media and looked into their data on player complaints to get an idea about the scope of the issue: “I understand the need for regulation in the gambling market and its usefulness in keeping children and vulnerable players safe. It’s something I deeply believe in and work towards in my position as well. However, it didn’t seem right to me to just disregard the negative effects of tightening regulations altogether.”
Casino Guru operates a casino dispute mediation service, in which players can complain about any online casino if they feel to have been mistreated, regardless of its license, and get assisted for free. After looking into their data, Simon discovered 666 complaints submitted by players from the UK, of which 145 is about casinos with a license from GC and 521 is about casinos without it. This means that 78% of all complaints submitted by UK players have been about operators without a GC license.
“Of course, this doesn’t mean that 78% of UK players gamble at foreign websites. Because of the generally lower quality of service and reputation of these operators, it can be expected that these players will run into issues more often, resulting in a higher proportion of players submitting public complaints. However, it is also a clear sign that there are UK players gambling at casinos without a GC license, and that there is quite a lot of them,” Simon commented on this data.
He also compared the British situation to what has happened in Sweden: “When gambling regulations get more restrictive, an increased proportion of players usually start looking for unlicensed operators to avoid those regulations. Sweden is a great example of this, where 40% of casino players and 34% of sports betters gamble on unlicensed websites or would consider doing so in future, according to a study published back in April 2020. Taking a look at Google search data, there has been a major increase in Swedish players actively looking for unlicensed casinos since introducing the country’s gambling regulations with a strong focus on player safety.”
“With tighter regulations being introduced in Great Britain, the GC should be aware of the possibility of an increasing number of British punters actively looking for unlicensed sites in attempts to avoid the strict regulations. These players then gamble on foreign websites without the strict limits present at UK-licensed ones, ending up more susceptible to problematic gambling habits as a result of lower responsible gambling standards of some foreign operators, on top of other negative qualities that can be present at these websites.”
Data from the PwC report suggests that 4,5% of UK players gamble at foreign websites, while 78% of all complaints submitted to Casino Guru by UK players are related to these foreign websites.
Simon commented: “Combining this data would suggest that 4,5% of players are responsible for 78% of all casino complaints, which would signify a huge imbalance. Of course, the numbers are based on different data and there may be other factors in play, but I think that the imbalance is there, and has to do with the fact that players gambling on foreign websites simply run into issues more often. These can range from unclear bonus terms and bad implementation of responsible gambling features all the way to unscrupulous casinos outright scamming players.”
“If an increasing number of players leave the regulated market and go for foreign alternatives, they may be subject to a higher risk of developing problem gambling and losing money to foreign websites, some of which can have unscrupulous tendencies. This seems like a good enough reason to seriously consider the risk of rising use of black-market gambling websites by UK players,” he added.
While the GC is examining evidence presented by stakeholders and working towards updated gambling regulation, it remains to be seen how the situation ends up being handled and what new rules get implemented. Only time will tell whether tighter regulation really does increase the use of black-market sites or not, and whether the benefits will outweigh possible drawbacks.
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Anton Eshtokin
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment
1. Anton, you have been shortlisted for the Casino Guru Awards 2026 in the iGaming Changemaker of the Year category. What was your first reaction when you heard the news?
It is a great honor. My first reaction was gratitude – both to the organizers and, most importantly, to the team at Boomerang Partners and our affiliate partners worldwide. Initiatives like ours are never the result of one person’s work; they are built by a strong team and a community that shares the same vision.
For me personally, this nomination also recognizes the direction we have been building over the past few years – focusing on sports-driven affiliate marketing, investing in data and analytics, and creating initiatives that bring real value to partners. It’s rewarding to see that these efforts resonate with the industry.
2. How do you personally interpret the term changemaker in the context of the iGaming industry? What, in your opinion, distinguishes the people who truly drive change in the market?
In our industry, a changemaker is someone who doesn’t just follow market trends but helps shape them.
In my view, the key difference is mindset. Many people focus on short-term performance. Changemakers think about how the industry will evolve in the next few years and start building for that future earlier than others.
They also take responsibility for launching new ideas. Not every initiative has a clear precedent in our industry. But progress often comes from testing new formats, new partnerships, and new ways of working with affiliates.
The companies shaping iGaming are the ones willing to experiment.
3. Looking back at the past year, which initiatives or projects do you believe may have contributed to this nomination?
I believe the nomination reflects several initiatives our team developed over the past year.
One of the most visible projects was the second season of the Golden Boomerang Awards. We turned it into a large global affiliate tournament, with the final ceremony held at San Siro Stadium. In September and October, we also launched the Golden Boomerang League, our first affiliate tournament fully focused on sports traffic.
We also prepared the launch of the Sports Marketing & Betting Calendar 2026, a strategic guide where we shared our internal analytics and insights on sports traffic. The idea was to give affiliates a practical tool to plan campaigns around major sports events and traffic peaks throughout the year.
4. As the CMO of Boomerang Partners, how would you describe the company’s core philosophy when it comes to building and developing a partnership ecosystem?
Our core philosophy is simple: there is no universal model for working with affiliates. Every partner has a different traffic source, audience, and growth strategy, so our approach is always personalized.
Today, we work with more than 3,000 affiliate partners worldwide, and their number grew by 10% year-over-year in 2025. Managing an ecosystem of that scale is only possible if you treat partnerships as individual relationships rather than a standardized process.
5. Boomerang Partners continues to expand across international markets. What values and principles form the foundation of the company’s growth strategy?
Our growth strategy is built around long-term thinking. We are not focused on short-term expansion but on building a brand that partners trust and want to work with for years.
The second principle is specialization. Our ambition is to become the world’s leading sports-focused affiliate program. Sports traffic requires deep expertise, strong analytics, and a clear understanding of seasonality and audience behavior, so we invest heavily in these areas.
Visibility and industry leadership are also important. Our marketing activations at major industry events often attract strong attention, and over time, we see similar formats appearing across the market. For us, that’s a sign that we’re not just participating in the industry conversation but helping shape it.
6. The affiliate landscape is becoming increasingly competitive. From your perspective, what makes Boomerang Partners stand out as an ecosystem for partners?
For us, the key difference is how we approach partnerships. We don’t treat affiliates as traffic sources – we treat them as long-term partners.
As I said earlier, today, our ecosystem includes more than 3,000 affiliate partners worldwide, and maintaining relationships at that scale requires a highly personalized approach. We focus on understanding how each partner works and what helps them grow, whether that means analytics, marketing support, or joint campaigns around major sports events.
In affiliate marketing, strong ecosystems are built on relationships, not transactions.
7. The iGaming industry is evolving rapidly. Which trends do you believe are currently shaping the future of marketing and brand development in the sector?
The industry is becoming much more brand-driven. A few years ago, marketing in our sector was mostly performance-focused. Today, companies are investing much more in brand visibility, partnerships, and long-term positioning.
Another important shift is the growing role of sports in affiliate marketing. Major sporting events create natural traffic cycles, and affiliates are becoming more strategic in how they plan campaigns around them. This is why expertise in sports traffic and seasonality is becoming increasingly valuable.
We also see the industry moving towards stronger partner ecosystems. Affiliates are no longer just traffic sources – they are long-term partners who expect tools, analytics, and engagement formats that help them grow.
8. What are the key priorities for Boomerang Partners in the near future?
One of our key priorities is strengthening our sports-focused strategy. Our long-term ambition is to become the number one sports affiliate program globally, and we continue investing in the expertise, partnerships, and tools that allow us to move toward that goal.
Another major focus right now is preparing the third season of the Golden Boomerang Awards. Over the past two years, the tournament has grown into a large global competition for affiliate teams, and we plan to develop it further as an important platform for the affiliate community.
Our partnership with AC Milan will also continue to play a major role. It allows us to offer partners experiences that go far beyond traditional affiliate offerings.
And of course, we always have new initiatives in development. Those who work with us know that we like to surprise the market and launch projects that push the affiliate space forward.
9. Finally, what does this nomination mean to you personally, and what role have the team and partners played in this achievement?
Even individual nominations in our industry are never truly individual. They are always the result of teamwork.
Everything we achieve at Boomerang Partners is built together with our team and our partners. Their expertise, ideas, and daily work are what make these initiatives possible. For me, this nomination is a recognition of that collective effort. This confirms that we are moving in the right direction.
The post Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
BETBY, a Tier-1 sportsbook provider, has announced a partnership with QTech Games, one of the industry’s major game distributors and a fast-growing aggregator across key emerging markets.
The agreement will see BETBY provide its full sportsbook solution to QTech’s global network of operators.
Through this collaboration, QTech partners will gain access to BETBY’s complete sportsbook offering, as the aggregator’s exclusive sportsbook provider, covering more than 500,000 monthly events, proprietary AI-driven tools, and esports feed Betby.Games.
Delivered via a single, seamless API integration, the solution unlocks immediate access to QTech’s operator base, significantly expanding BETBY’s distribution while enabling partners to onboard a premium sportsbook with reduced complexity and rapid time-to-market.
The integration directly addresses key operator challenges associated with launching a sportsbook, particularly the technical complexity and costs of managing multiple platform integrations.
By leveraging QTech’s aggregation platform, operators, especially those with a casino-first focus, can seamlessly introduce a fully scalable sportsbook solution without heavy development overhead, accelerating their entry into sports betting while maintaining operational efficiency.
The partnership also reinforces BETBY’s strategy of expanding its presence in Asia, where QTech Games has built strong distribution channels and local expertise, while also supporting its broader growth across emerging markets such as Latin America and Africa.
By combining BETBY’s sportsbook solution with QTech’s reach, operators will be able to deliver more competitive, localized, and engaging betting experiences.
Stefanos Karakidis, Business Development Director at BETBY, commented: “Partnering with QTech Games is a natural step for BETBY.
They have established themselves as one of the most influential aggregators in Asia, with strong distribution channels and deep local expertise, while continuing to expand across other high-growth markets.
QTech has a clear understanding of local player behaviour and operator needs, and together we’ll be able to deliver a Tier-1, mobile-first sportsbook experience, well suited to the demands of the markets they serve.”
Philip Doftvik, CEO at QTech Games, said: “We are delighted to add BETBY’s award-winning sportsbook to our platform.
Their product is modern, flexible, and designed for fast-growing markets, aligning with what our operator partners are looking for.
From AI-driven tools to a rich e-sims portfolio, BETBY brings a level of innovation that elevates our offering and supports our mission to deliver the best content available across emerging iGaming markets.”
BETBY
BETBY is a leading B2B provider of top-tier sports betting services, renowned for its groundbreaking technology and dedication to excellence.
BETBY’s team of industry veterans tap into their knowledge and expertise to deliver a premium, adaptable, and scalable sportsbook platform tailored to meet the varied demands of operators across the globe.
From dynamic in-play betting options to robust risk management tools and ground-breaking AI tools, Betby is committed to propelling the success of its partners in the rapidly evolving landscape of online sports betting.
For more information visit betby.com
The post Betby partners with Qtech Games and expanding its sportsbook solution in Asia appeared first on Americas iGaming & Sports Betting News.
Latest News
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment
1. Anton, you have been shortlisted for the Casino Guru Awards 2026 in the iGaming Changemaker of the Year category. What was your first reaction when you heard the news?
It is a great honor. My first reaction was gratitude – both to the organizers and, most importantly, to the team at Boomerang Partners and our affiliate partners worldwide. Initiatives like ours are never the result of one person’s work; they are built by a strong team and a community that shares the same vision.
For me personally, this nomination also recognizes the direction we have been building over the past few years – focusing on sports-driven affiliate marketing, investing in data and analytics, and creating initiatives that bring real value to partners. It’s rewarding to see that these efforts resonate with the industry.
2. How do you personally interpret the term changemaker in the context of the iGaming industry? What, in your opinion, distinguishes the people who truly drive change in the market?
In our industry, a changemaker is someone who doesn’t just follow market trends but helps shape them.
In my view, the key difference is mindset. Many people focus on short-term performance. Changemakers think about how the industry will evolve in the next few years and start building for that future earlier than others.
They also take responsibility for launching new ideas. Not every initiative has a clear precedent in our industry. But progress often comes from testing new formats, new partnerships, and new ways of working with affiliates.
The companies shaping iGaming are the ones willing to experiment.
3. Looking back at the past year, which initiatives or projects do you believe may have contributed to this nomination?
I believe the nomination reflects several initiatives our team developed over the past year.
One of the most visible projects was the second season of the Golden Boomerang Awards. We turned it into a large global affiliate tournament, with the final ceremony held at San Siro Stadium. In September and October, we also launched the Golden Boomerang League, our first affiliate tournament fully focused on sports traffic.
We also prepared the launch of the Sports Marketing & Betting Calendar 2026, a strategic guide where we shared our internal analytics and insights on sports traffic. The idea was to give affiliates a practical tool to plan campaigns around major sports events and traffic peaks throughout the year.
4. As the CMO of Boomerang Partners, how would you describe the company’s core philosophy when it comes to building and developing a partnership ecosystem?
Our core philosophy is simple: there is no universal model for working with affiliates. Every partner has a different traffic source, audience, and growth strategy, so our approach is always personalized.
Today, we work with more than 3,000 affiliate partners worldwide, and their number grew by 10% year-over-year in 2025. Managing an ecosystem of that scale is only possible if you treat partnerships as individual relationships rather than a standardized process.
5. Boomerang Partners continues to expand across international markets. What values and principles form the foundation of the company’s growth strategy?
Our growth strategy is built around long-term thinking. We are not focused on short-term expansion but on building a brand that partners trust and want to work with for years.
The second principle is specialization. Our ambition is to become the world’s leading sports-focused affiliate program. Sports traffic requires deep expertise, strong analytics, and a clear understanding of seasonality and audience behavior, so we invest heavily in these areas.
Visibility and industry leadership are also important. Our marketing activations at major industry events often attract strong attention, and over time, we see similar formats appearing across the market. For us, that’s a sign that we’re not just participating in the industry conversation but helping shape it.
6. The affiliate landscape is becoming increasingly competitive. From your perspective, what makes Boomerang Partners stand out as an ecosystem for partners?
For us, the key difference is how we approach partnerships. We don’t treat affiliates as traffic sources – we treat them as long-term partners.
As I said earlier, today, our ecosystem includes more than 3,000 affiliate partners worldwide, and maintaining relationships at that scale requires a highly personalized approach. We focus on understanding how each partner works and what helps them grow, whether that means analytics, marketing support, or joint campaigns around major sports events.
In affiliate marketing, strong ecosystems are built on relationships, not transactions.
7. The iGaming industry is evolving rapidly. Which trends do you believe are currently shaping the future of marketing and brand development in the sector?
The industry is becoming much more brand-driven. A few years ago, marketing in our sector was mostly performance-focused. Today, companies are investing much more in brand visibility, partnerships, and long-term positioning.
Another important shift is the growing role of sports in affiliate marketing. Major sporting events create natural traffic cycles, and affiliates are becoming more strategic in how they plan campaigns around them. This is why expertise in sports traffic and seasonality is becoming increasingly valuable.
We also see the industry moving towards stronger partner ecosystems. Affiliates are no longer just traffic sources – they are long-term partners who expect tools, analytics, and engagement formats that help them grow.
8. What are the key priorities for Boomerang Partners in the near future?
One of our key priorities is strengthening our sports-focused strategy. Our long-term ambition is to become the number one sports affiliate program globally, and we continue investing in the expertise, partnerships, and tools that allow us to move toward that goal.
Another major focus right now is preparing the third season of the Golden Boomerang Awards. Over the past two years, the tournament has grown into a large global competition for affiliate teams, and we plan to develop it further as an important platform for the affiliate community.
Our partnership with AC Milan will also continue to play a major role. It allows us to offer partners experiences that go far beyond traditional affiliate offerings.
And of course, we always have new initiatives in development. Those who work with us know that we like to surprise the market and launch projects that push the affiliate space forward.
9. Finally, what does this nomination mean to you personally, and what role have the team and partners played in this achievement?
Even individual nominations in our industry are never truly individual. They are always the result of teamwork.
Everything we achieve at Boomerang Partners is built together with our team and our partners. Their expertise, ideas, and daily work are what make these initiatives possible. For me, this nomination is a recognition of that collective effort. This confirms that we are moving in the right direction.
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