Billions of pounds flowed to black-market betting sites despite UK regulations.
British gamblers wagered billions of pounds on unlicensed betting platforms last year, with a significant share of that going to the offshore MyStake network, according to newly released investigations. Despite the UK’s strict gambling regulations and self-exclusion safeguards, the findings reveal how black-market operators continue to reach UK players at scale, largely through affiliates, influencers, and technical evasion tactics.
The revelations raise renewed questions about enforcement gaps, consumer protection, and the growing sophistication of illegal gambling networks targeting regulated markets.
An investigation released by illegal gambling watchdog GAMRS uncovered a network of five unlicensed betting brands operating in the UK, led by MyStake, which is operated by Santeda International B.V. Although the operator doesn’t hold a licence from the UK Gambling Commission (UKGC), it reportedly generated around $4.7 billion (£3.51bn) in annual turnover, with 64% of its revenue coming from British players.
According to the investigation, MyStake alone accounted for approximately $1.5 billion in UK betting turnover over the past year, while total deposits across all Santeda brands reached $2.5 billion. The network reportedly attracts around 61,000 monthly active users, many of whom are based in the UK.
The other brands identified within the network include Goldenbet, Rolletto, Velobet, and Freshbet.
One of the most concerning findings is that MyStake and its associated brands were accessible to players registered with Gamstop, the UK’s national self-exclusion scheme. While licensed operators are required to block these users, unlicensed sites are not bound by the same rules.
Investigators found that the network accessed UK customers primarily through affiliate marketing, enabling the platforms to operate without a direct UK presence while still capturing large volumes of British traffic. This mirrors broader concerns highlighted in recent industry reporting, which shows black-market sites exploiting loopholes in digital advertising and affiliate ecosystems.
Although the brands operate under Curaçao licences via the Upgaming platform, GAMRS claims the operational team is actually based in Georgia. The investigation found that a Georgian development company, Upco LLC, received loans from entities linked to Upgaming, raising suspicions that gambling revenues may be used to finance real-estate and construction projects in the country.
Adding to the controversy, GAMRS stated that MyStake’s listed CEO, Andres Marcu, doesn’t appear to exist and may have been generated using artificial intelligence, further obscuring accountability and ownership structures.
To promote its brands, the network allegedly recruited influencers on Twitch, Instagram, and TikTok, providing them with fake balances to showcase significant wins and high-stakes betting. Investigators also noted that the brands frequently changed domains and hosting providers, a tactic designed to evade regulatory monitoring and enforcement actions.
GAMRS has called on regulators to intensify cooperation and take coordinated action against the network, warning that the scale of black-market gambling in the UK now poses a direct threat to consumer protection frameworks.
