Across the UK, a surge of cloned casino and bingo websites is infiltrating search results — and the problem is becoming alarmingly widespread.
These fake sites are not simple knock-offs; they are sophisticated counterfeits that replicate entire designs, logos, reviews, and even login portals. At first glance, they appear genuine. But behind the familiar branding lies something far more dangerous: links to unlicensed, offshore casinos operating outside UK regulation and without player protection.
How Fraudsters Clone Familiar Brands
What makes these scams particularly concerning is their level of detail. Fraudsters often purchase expired domains that once belonged to legitimate UK businesses — from schools to tradespeople — exploiting the trust and search authority those domains still carry.
They then rebuild them as casino-style sites, hiding behind Cloudflare and hosting services that openly ignore DMCA takedown requests. These clones are crafted to manipulate search engines, sometimes even outranking genuine, UK-licensed casino brands.
Others go further still, registering near-identical domains with subtle misspellings or added symbols. These “lookalike” sites mimic favicons, use copied reviews, and present “Login” buttons that redirect visitors to unlicensed, black-market casinos. Once players enter their personal or financial details, their data — and money — can quickly disappear.
Reporting Leads Nowhere
Attempts to report these fraudulent sites often prove futile. Google’s phishing reports rarely result in action, Cloudflare conceals the true operators, and offshore registrars routinely ignore takedown requests.
This leaves UK players, operators, and affiliates with little recourse. Although the UK Gambling Commission (UKGC) continues its work to restrict black-market casinos, there has been little focus on how players are being targeted by cloned websites in the first place.
These fake sites act as funnels, steering unsuspecting users from legitimate search results directly into the hands of unregulated, offshore operators.
Glitzy Bingo Among the Targets
Even trusted names within the UK gambling sector have become victims of imitation. Glitzy Bingo, a long-established site that has promoted responsible, UK-licensed gaming since 2007, was recently cloned by fraudsters.
The imitation site replicated Glitzy Bingo’s design and branding almost perfectly, but its links directed players to unsafe, unlicensed casinos. The cloned website posed a direct risk to players’ data and funds, underlining just how easily a respected UK brand can be exploited.
To clarify, Glitzy Bingo operates solely via GlitzyBingo.co.uk — any other domain claiming to be Glitzy Bingo is fraudulent.
The Dangers of Unlicensed Casinos
While these fake sites may appear legitimate, they are often gateways to unlicensed casinos that operate outside the jurisdiction of the UK Gambling Commission.
Casinos without a UKGC licence typically:
- Lack responsible gambling tools such as deposit limits or self-exclusion.
- Are not subject to fair play audits or player dispute resolution.
- Operate without data protection safeguards.
- May withhold withdrawals or void bonuses at will.
Some claim to hold licences in jurisdictions like Curaçao, but these do not protect UK players. Reports are common of unfair play, withheld winnings, and complete loss of access to funds.
In many cases, the cloned sites themselves are phishing operations, designed purely to harvest player data before disappearing and reappearing elsewhere under a new name.
The Impact on the UK Gambling Industry
This rise in imitation websites affects more than just players. It threatens the integrity of the entire UK online gambling ecosystem. Affiliates and licensed operators are seeing their legitimate traffic and search rankings hijacked by clone sites that operate beyond UK law.
As a result, responsible, UKGC-compliant operators risk being overshadowed by illegal competitors masquerading as them. What began as an SEO loophole has become an industry-wide issue, eroding trust and undermining player safety.
Staying Safe Online
Until stronger action is taken by regulators and search platforms, UK players must remain vigilant. Key steps include:
- Checking the licence – All UKGC-licensed sites must display a valid licence number, usually at the footer.
- Inspecting the URL – Beware of extra letters, unusual endings, or misspelled brand names.
- Using trusted directories – Reputable sources such as Glitzy Bingo only list verified UK-licensed operators.
- Avoiding “too good to be true” offers – Unlicensed sites often lure players with unrealistic bonuses.
- Reporting suspicious activity – Sharing details of fake or cloned websites helps protect others.
Glitzy Bingo’s Player Protection Initiative
To combat the growing threat of online impersonation, Glitzy Bingo has introduced a Suspicious Website Reporting Form – accesible here. This allows players to report fake, cloned, or unlicensed casino sites directly to the team, helping to identify and remove fraudulent pages more quickly.
Each report contributes to ongoing efforts to alert regulators and warn the wider community about emerging scams — supporting the long-standing mission of Glitzy Bingo to promote safe, fair, and responsible gaming in the UK.
A Collective Responsibility
The explosion of fake gambling websites shows no sign of slowing. Hidden behind Cloudflare, hosted by offshore providers, and designed to look like trusted UK brands, they are chipping away at confidence in the legitimate industry.
Until global platforms and regulators close these loopholes, player vigilance remains the strongest line of defence.
Staying safe online is everyone’s responsibility — and recognising, reporting, and avoiding cloned casino sites is now a vital part of protecting UK players from harm.
