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Growth of fake games that reduce the chance of winning to virtually zero
The proliferation of fake games on unlicensed gambling sites is posing a significant threat to both consumers and the iGaming industry, with efforts to tackle the black market revealing the true scale of the problem.
These counterfeit games often mimic the appearance of legitimate slots, including famous casino titles, to lure in unsuspecting players. These games are run on unregulated software, allowing operators to manipulate outcomes and reduce the chance of winning to virtually zero.
Consumers playing without verification or limits
James Elliott, Founder of Gamecheck, noted that fake games are more commonly found on unlicensed sites targeting regulated markets or operating in unregulated markets. These sites often offer counterfeit versions of popular games, allowing players to open accounts with minimal verification and no responsible gaming limits.
“If the unlicensed sites appear to have the same game offering as the licensed sites, by offering fake versions, and you can open an account and play with just a name and an email address; supply no documents and set no responsible gaming limits, it could be quite appealing to a certain type of player,” he said, adding that he fears, as a result, the unregulated market will continue to grow.
As Elliott explained, “Even if an IP enforcement claim does prove successful and results in a site being taken down; it’s rare that the organisation behind the fakes is brought to justice; and new sites may pop-up faster than they can be taken down.”
Escalation of deceptive tactics
Regulatory bodies have employed various strategies to combat fake games and unlicensed operators. In Brazil, for instance, the government has taken steps to block illegal betting sites. Since 1 January 2025, only licensed betting platforms can operate in the country, with 153 brands approved so far. Brazil’s regulatory framework requires licensed operators to use the domain “.bet.br,” which helps consumers identify legitimate sites.
Similarly, in the UK, the Gambling Commission has issued cease-and-desist notices to unlicensed operators and referred thousands of URLs to Google for removal. The Commission is also set to receive greater powers to tackle the illegal market through the Crime and Policing Bill.
However, illegal operators are increasingly using deceptive tactics to evade detection. An investigation found that black market operators hijack website domains, curate false reviews, and engage with media to reach vulnerable customers. These operators use misleading website addresses or redirect users to unrelated sites, a practice known as link jacking.
Need for consumer education and regulatory action
Experts emphasise the need for consumer education to limit risks. Garvie called for a “body of work” on consumer education to help consumers distinguish between legal and illegal operators. Regulatory actions like those in Brazil can help signpost legitimate operators to consumers.
Pursuing the developers of fake games is challenging due to their use of complex company structures to conceal their identities. Many of these entities are based in jurisdictions where legal action is difficult to pursue. Garvie noted that these structures make it “very, very challenging to touch them legally.”
While there is no easy fix to eliminate fake games or the black market entirely, a combination of better consumer education, industry collaboration, and regulatory measures can help moderate these issues. As the iGaming industry evolves, stronger global cooperation and standardised licensing are expected to enhance enforcement against black-market operators.
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