The Long family is preparing for a second Christmas without their eldest son, Ollie, whose life was claimed by suicide at the age of 36 after a long battle with gambling addiction.
The Descent into a Hidden Market
Ollie Long was remembered as a kind, quick-witted man with bright career prospects. His addiction began conventionally, spurred by a love for football and Liverpool FC, leading him to take up bookmaker sign-up offers. Football betting, driven by rapid 'in-play' wagers, has become Britain's largest betting sport, with nearly £10bn wagered last year.
After an early win of around £15,000, things spiralled. Ollie deposited thousands, chiefly with Bet365, and as his mental health deteriorated, he turned to drugs to 'numb the pain'. He lost his job as a business analyst and his relationship, eventually borrowing over £22,000 from his parents to pay off debt from payday loans.
There were periods of hope. He signed up for the blocking app Gamban, worked for a gambling charity, and in 2022, took a crucial step by registering with GamStop, the UK's official self-exclusion scheme which bars users from licensed online operators.
The 'Not on GamStop' Trap
Founded in 2018, GamStop has been a lifeline for over half a million people. However, its growth has spawned a grim parallel industry: affiliate websites that specialise in directing users to the 'best' online casinos and bookmakers not covered by the scheme.
These sites, licensed in offshore havens like Curaçao, operate outside UK regulation. A simple Google search for terms like 'Not on GamStop' or 'Non GamStop casinos' yields endless lists, including names like MyStake, Goldenbet, and Donbet.
Data from analytics firm Yield Sec indicates that over 84% of illegal gambling content in Britain stems from this 'Not on GamStop' sector. The illicit market's takings from UK punters are estimated to have soared from £122m in 2022 to a staggering £583m last year.
Ismail Vali, founder of Yield Sec, states these operators 'came into the UK marketplace to make money from the most vulnerable', effectively hunting gamblers in recovery.
A Tragic Money Trail
In Ollie's final month, his bank statements reveal a shift from transactions with well-known firms like Bet365 to 55 payments totalling around £5,000 sent to obscure recipients with names like MadsWinterEU and Wintermads.com.
This trail connects to a shadowy network of offshore operators. One, Donbet.com, claims to be owned by Santeda International, licensed in Curaçao. An analysis by GAMRS suggests the Santeda network alone takes an estimated £2bn in bets from the UK annually.
Ollie's sister, Chloe, describes the business model as 'morally incomprehensible', accusing offshore casinos of 'exploiting people at their most vulnerable for their own financial gain.'
Regulatory Challenges and Calls for Action
The UK Gambling Commission has faced criticism for being 'asleep at the wheel' regarding this illicit market. While the government has allocated an additional £26m over three years to tackle the issue—a significant increase from a £1.5m annual budget—critics argue more is needed.
The industry warns that recent budget measures, including an extra £1bn-a-year tax on licensed operators announced by Chancellor Rachel Reeves, could inadvertently fuel the black market. The Office for Budget Responsibility forecasts up to £200m in gambling duty revenue could be lost by 2029/30 due to a shift to offshore sites.
However, experts like Vali argue the 'Not on GamStop' phenomenon exists primarily to serve those who are barred from legal gambling, regardless of tax levels. He calls for platforms like Google and Facebook to be held accountable for allowing these sites to flourish in an online 'ghetto'.
Chloe Long issues a stark warning: 'Ollie's death has shattered our family... Anything less [than urgent action] will cost more innocent lives.' The inquest into Ollie's death is due to be heard in January.
If you are affected by the issues in this article, support is available. In the UK and Ireland, Samaritans can be contacted on freephone 116 123.
