Millions of UK football fans are watching the 2026 World Cup, unable to distinguish between legal and illegal gambling operators, leaving them exposed to significant consumer risks from the growing illegal market, according to new research commissioned by Entain, the owner of Ladbrokes and Coral.

The YouGov survey of more than 2000 adults reveals a troubling picture of a public that cannot reliably identify illegal gambling promotion at a time when sophisticated illegal operators are increasingly targeting audiences via social media during major sports events like the World Cup.

To help close the awareness gap, Entain has launched a new World Cup social media campaign featuring popular creator “Big John”, designed to educate consumers in an engaging and accessible way about the risks of illegal gambling. Known for his larger-than-life personality and viral food content, Big John has recently achieved major social media traction, including a Guinness World Record, ordering cuisine in French in Paris, and his 48 boshes for every nation competing in the World Cup, making him a highly recognisable and trusted voice with younger audiences.

Despite 80% of respondents saying they are unlikely to knowingly use illegal betting sites, the research shows that most consumers lack the tools to identify such sites in practice. Just 10% of UK adults said it is easy to tell whether a betting promotion on social media is from a licensed UK platform, while nearly three-quarters (74%) are unsure or actively struggle to identify legitimate platforms.

Unlike UK-licensed operators, illegal sites typically offer no access to independent dispute resolution, no self-exclusion schemes, limited age verification and no guarantees that winnings will be paid.

Public confidence in the UK’s current approach to illegal gambling is also strikingly low. Only 7% believe UK regulations are very effective at preventing illegal gambling and one in three (33%) say the Government is not doing enough to protect citizens from illegal operators.

Growing threat as tournament gets underway

The findings come as the 2026 FIFA World Cup is now underway, a period when illegal operators typically intensify their marketing activity, using social media, influencers and unregulated networks to reach UK audiences at scale.

The research shows that social media platforms are seen as one of the leading contributors to the spread of illegal betting, alongside criminal networks and weak enforcement mechanisms. With more than half of adults (53%) saying the Government should play a leading role in protecting consumers. Social media platforms (37%), major sporting events (39%), and banks and financial providers (38%) are also seen as having significant responsibilities.

Entain launches “Big John” campaign during the World Cup

Running throughout the tournament, Entain’s Big John awareness campaign uses humour and relatable storytelling to highlight key differences between licensed and unlicensed operators, including the absence of safeguards such as self-exclusion, affordability checks and customer protections when using illegal sites.

Through a series of short-form videos aligned with major World Cup moments, the content explains complex issues such as misleading bonuses, lack of regulation and poor customer recourse, using everyday analogies to make them easier for audiences to understand.

All content directs viewers to a dedicated information hub that provides guidance on identifying licensed operators and avoiding the risks associated with the illegal market. Entain is also directing consumers to simple checks to identify licensed sites, including looking for UK Gambling Commission (UKGC) licensing details, verifying the operator on the UKGC public register and ensuring the site offers safer gambling tools and secure payment protections.

The first video is available to watch on X, LinkedIn and YouTube.

Bejay Patel, MD UK and Ireland at Entain said: “This research reveals a genuinely concerning gap between consumer confidence and consumer reality. People are confident they would avoid illegal operators, yet most cannot reliably identify them online. Nearly three-quarters of UK adults are sitting ducks for illegal operators to exploit major sporting events such as the World Cup.

“The UK’s regulated gambling market offers some of the strongest consumer protections in the world. The illegal market offers none of these safeguards, leaving people exposed to fraud, unfair treatment and serious harm.

“With the World Cup now underway, it is more important than ever that we raise awareness of these risks. Our campaign with Big John is designed to do exactly that, reaching audiences where illegal operators are most active and providing clear, simple information to help them stay safe.”

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Entain has signed a multi-market partnership with Avanti Studios to add the supplier’s live casino catalogue across Entain brands, including Ladbrokes, Coral, bwin and Sportingbet.

A key part of the agreement is a one-month exclusivity period for Avanti’s Blackjack in Spain. Entain said this will make it the first operator in the country to host an online multiplayer, real-time, DGOJ-approved version of the game.

Other Avanti titles set to launch on Entain platforms include Toro y Matador, Toro y Matador Turbo, Dragon Tiger and Baccarat. Avanti said the games use “ultra-realistic, lifelike digital clones modelled on the actions of real dealers”, built using MetaHuman and 3D animation tools and streamed into the games in real time.

Jonas Delin, Co-Founder at Avanti Studios, said: “We are proud to offer a cost-effective and flexible solution that allows operators to effortlessly scale across multiple markets.

“As part of the deal, not only will Entain brands have access to our full suite of next-gen live casino titles, but they’ll receive one month’s exclusivity for Blackjack, making them the first provider in Spain to host a fully-approved multiplayer, real-time streamed Blackjack game. This further strengthens our relationship and will help further raise Avanti’s profile in regulated markets worldwide.”

Obdulio Bacarese, Global Gaming Director at Entain, said: “At Entain we are 100% committed to providing the best player experiences in regulated markets worldwide. To continue doing that, we’re always on the lookout for suppliers who can innovate while remaining compliant.

“Avanti’s approach to live casino certainly fits that bill. Its combination of real-time action and provably fair RNG will enable us to provide a thrilling mix of games that are both flexible and scalable enough to serve our global audience. We are particularly excited about our launch in Spain, where we’ll be the first operator to offer players access to Avanti Blackjack.”

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The launch marks Octoplay’s second operator integration in Georgia and extends its wider Entain distribution partnership.

Octoplay has gone live with Crystalbet in Georgia, extending its partnership with Entain into another regulated market.

Crystalbet, which operates in Georgia and is part of the Entain group, is Octoplay’s second integration in the country, according to the supplier. Octoplay said the rollout establishes it as an active supplier across the country’s top operators within weeks.

The companies said the wider relationship spans multiple markets, including the UK and Canada, and includes BetMGM in the US. Octoplay also pointed to co-development work with Entain, including Jackpot Blitz, described as a custom jackpot engine built for Entain brands, and four bespoke game projects delivered in 2025. It added that an Elvis Presley themed game for BetMGM is planned for 2026.

“Crystalbet represents the continued evolution of our partnership with Entain, which has been one of the strongest commercial relationships behind our growth over the past year,” says Ralitsa Georgieva, CEO at Octoplay. “Entering Georgia is an important step in our European roadmap, and doing so with a leading operator like Crystalbet sets the right foundation for our presence in the market.”

“Octoplay is one of the fastest-growing studios in the industry, and their content has performed strongly across the Entain group’s markets,” says Jaba Peikrishvili, CEO at Crystalbet. “Bringing their portfolio to Crystalbet is a natural extension of that relationship and adds proven titles to our casino lineup in Georgia.”

Octoplay said it now holds active licenses in 17 jurisdictions, including the UK, Malta, Romania, Sweden, Slovakia, Italy, Belgium, Denmark, the Netherlands, Greece, Spain, Finland, Georgia, Brazil, New Jersey, Michigan, and Ontario.

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