SBC News Voice of the Sports Betting Industry
Continuing a heavy focus on research seen in recent months, the UK Gambling Commission (UKGC) is looking for ways for British gamblers’ experiences and opinions to make a greater contribution.
The regulator has launched a new and improved Consumer Voice framework, which expands its research capabilities by introducing four specialist research suppliers, each said to bring “unique expertise” to the table.
Views, motivations and behaviours
The move places particular focus on underrepresented or harder-to-reach groups such as people gambling on specific gambling products, particular demographic groups, and those experiencing negative consequences from their own or someone else’s gambling.
UKGC Head of Research, Laura Carter, said: “This new framework gives us greater agility and reach than ever before. With these four partners, we’re better equipped to commission high-quality research quickly and use a range of approaches to respond to emerging trends or risks as they develop.
“The Consumer Voice programme is central to our efforts to ensure our decisions are grounded in the lived experiences of all consumers and the evolving realities of gambling.”
The new programme will now be supported by Yonder Consulting, a London-based business management consultant global social purpose organisation; The Behavioural Insights Team; and Savanta, a British market research firm. Each organisation has a two-year partnership with the UKGC.
Joe Wheeler, Associate Director at Yonder, explained that over the past three years the organisation has partnered with the Commission in delivering mixed-methods research for the Consumer Voice Programme.
“We’ve supported a wide range of impactful research programmes, covering elements of the consumer experience like trust in the industry, engagement with the unlicensed market, behaviours during key sporting events and the impact of marketing and bonus offers,” Wheeler added.
“We’re delighted to continue our ongoing partnership and to support The Commission in delivering against key policy evidence gaps.”
UK gambling industry continues to boom
The UK gambling sector generates approximately £14bn a year in the country, with land-based casinos contributing £4.6bn in revenue in 2024 and gaming machines found in betting shops £2.5bn.
The move comes at a crucial time for the British gambling industry. Importantly, last year the Consumer Voice programme engaged with over 10,000 gambling consumers, as it seeks to inform policy decisions with data and customer experiences.
Earlier this month, the UKGC called upon the use of lived experiences for understanding gambling harm via the new research methodology of the Gambling Survey for Great Britain.
In this research, the National Centre for Social Research used a subset of 25 Survey participants that had experienced gambling harm to understand the journeys of the individuals and their unique experiences, aiming to uncover interconnections between different consequences whether positive or negative for the individual.
This research allowed the UKGC to recognise the importance of preventive action and early intervention, as most participants reported financial or relational stress before other symptoms emerged.
The UKGC’s recent moves also come amid continuing pressure from charities and other stakeholders. GambleAware has recently called for a national conversation around gambling harm as new data revealed that two thirds of the public feel there is stigma around the issue.
Notably, the study demonstrated that 28% of those who experience problems with gambling hide their activities from their family and friends, and 24% who are experiencing the most serious harm do not seek support due to feelings of shame or embarrassment.
