Google controls more than 97% of the search engine market in India. This makes it the main way people find websites, including those tied to illegal gambling. Even with government bans in place, these gambling sites still appear in search results. They use strong SEO strategies to stay visible, often ranking higher than legal platforms. This raises concerns about how Google’s system rewards content and how hard it is to remove unlawful websites.
Different gambling sites, different traffic methods
Popular names like Stake and Parimatch attract most of their users through direct visits, 75% and 65%, according to recent reports.
These brands have built a strong presence. Others like 1win and Dafabet depend more on organic search traffic, showing how Google’s search system supports their reach. For many users, a simple search for “online casino” or “betting site” can lead to illegal platforms with just one click.
Affiliate and social traffic add to the problem
Sites such as 1xBet and 4RaBet also bring in large amounts of traffic through affiliate links. More than 15% of their visitors come from these networks. Influencers, Telegram groups, and other social platforms are used to spread links and boost traffic. Some gambling PPC and online casino PPC ads still appear in places they shouldn’t, raising questions about oversight.
Weak enforcement and growing risks
The Indian government has issued warnings to Google, asking the company to stop helping these platforms. Yet, little has changed. Roland Landers of the All India Gaming Federation said these sites continue to grow in reach and visibility. Even with repeated alerts, they keep using search engines and social media to attract users.
Time for Google to change its policies
By June 2025, pressure will have increased for Google to fix its approach. The company’s policies on Google Ads, online gambling, and casino PPC have come under fire. Without stronger action, Google will remain a key driver of traffic to these illegal sites. Stricter rules and more active monitoring may be the only way to fix the problem.
