Illegal Betting Traffic in Britain Reaches New Heights According to Latest IFHA Data

Research conducted by the International Federation of Horseracing Authorities reveals a substantial increase in visits to unlicensed betting websites among British consumers, with figures tracked through the first seven months of 2026 showing 19.4 visits to illegal sites for every 100 visits to licensed platforms, a ratio that stands in sharp contrast to teh roughly one illegal visit per 100 licensed ones recorded in late 2021.

The study examined traffic patterns across 301 betting websites, including 74 licensed operations and 227 unlicensed ones, and the numbers paint a clear picture of shifting consumer behavior that has developed steadily since 2022. Monthly unique visits to the sampled illegal sites climbed from 1.8 million in 2022 to more than 25 million by 2025, representing a fourteen-fold expansion over that three-year span, while users also demonstrated greater engagement once on those platforms.

Changes in User Engagement Patterns

Average time spent on the unlicensed sites rose 32 percent to seven minutes and twenty-five seconds per visit, and the number of pages viewed during each session increased by 34 percent over the same period. These metrics remained elevated even after a modest easing in early 2026, staying well above the levels observed in prior years according to the IFHA analysis.

Observers note that the growth occurred alongside broader changes in how British bettors access online platforms, with the sampled data indicating consistent month-over-month gains through much of 2025 before the slight slowdown at the start of the following year. The research tracks these visits through direct measurement of web traffic rather than self-reported surveys, providing a quantitative view of actual usage patterns.

Methodology Behind the Traffic Analysis

The IFHA report draws from comprehensive monitoring of the 301 sites, separating licensed operators from those operating without proper authorization in Britain. This approach allows for direct comparison between the two categories and shows how the proportion of traffic flowing to unlicensed destinations expanded dramatically between late 2021 and mid-2026.

Figures reveal that the ratio moved from approximately one illegal visit for every 100 licensed ones to nearly one in five, a shift that unfolded across multiple years rather than as a sudden spike. The 14-fold rise in unique monthly visitors to the illegal sample group forms the core measurement, supported by the increases in session duration and page views that suggest users who reach these sites tend to stay longer and explore more content.

Timeline of the Observed Growth

Data collection began capturing the upward trajectory in 2022, when monthly unique visits sat at 1.8 million for the sampled unlicensed sites. By 2025 that number had climbed past 25 million, and the momentum carried into the opening months of 2026 before showing the partial moderation noted in the report. The engagement metrics followed a parallel path, with time on site and pages per visit both posting double-digit percentage gains that persisted even after the overall volume eased slightly.

Those who've studied the patterns point out that the expansion took place while licensed operators maintained their established presence, meaning the additional traffic to illegal sites represented net new activity rather than a simple redistribution of existing visits. The study continues to monitor developments through November 2026, providing ongoing updates on whether the early-year softening continues or reverses.

Key Statistics at a Glance

• Illegal visits per 100 licensed visits: 19.4 in first seven months of 2026 versus roughly 1 in late 2021
• Monthly unique visits to sampled illegal sites: 1.8 million in 2022 rising to over 25 million in 2025
• Average time per visit: increased 32 percent to 7 minutes 25 seconds
• Pages viewed per visit: increased 34 percent
• Sample size: 301 total sites (74 licensed, 227 unlicensed)

The numbers come from the same ongoing research effort that has tracked these trends since 2021, allowing consistent comparison across the full period. While the early 2026 figures show some moderation from the 2025 peak, they remain substantially higher than the baseline established five years earlier.

Conclusion

The IFHA findings document a sustained rise in traffic to unlicensed betting websites accessed by British consumers, with the ratio of illegal to licensed visits moving from one per 100 in late 2021 to 19.4 per 100 through the first seven months of 2026. Monthly unique visits grew fourteen times over between 2022 and 2025, accompanied by increases in both session length and page views that only partially reversed in early 2026. The study of 301 sites continues to supply updated measurements referenced in November 2026 coverage of the sector. IFHA report on illegal betting traffic in Britain provides the underlying data for these measurements.