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UK Gambling Commission Research Launches a New Consumer Voice Program
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On May 29, the Gambling Commission Research department introduced a new Consumer Voice framework. It is designed to help the UKGC better understand gambling patterns in Great Britain. The regulator has partnered with four expert research companies to gain more insight into gamblers’ views, motivations, and behaviors.
What Is the Consumer Voice Framework?
The new framework aims to provide richer insights into gamblers’ behaviors, including often-overlooked groups. For this purpose, the UK Gambling Commission (UKGC) has hired four independent specialist research firms, each with unique methodological expertise.
- Yonder Consulting – Specializes in mixed-methods research, combining qualitative and quantitative approaches and focusing on consumer experiences and market dynamics.
- The Behavioral Insights Team (BIT) – Applies behavioral science to gambling policy, using experimental research to reduce harm.
- Humankind Research – Focuses on qualitative research, particularly with hard-to-reach and underserved groups.
- Savanta – Provides rapid turnaround quantitative and qualitative research on consumer opinions and behaviors.
Each company has signed two-year contracts, which could potentially be extended until 2029. All partners expressed enthusiasm for contributing to the Consumer Voice program. Some of these organizations have previously partnered with the UKGC.
For example, Yonder Consulting has collaborated with the regulator on multiple research projects. One of these is the Path to Play framework. It explores a typical gambling consumer’s path from start to finish.
Consumer Voice Will Support the Gambling Survey for Great Britain
The Consumer Voice framework was created to complement the Commission’s Gambling Survey for Great Britain (GSGB). It offers a flexible and targeted approach to gathering insights. This way, the regulator can resolve specific issues, test new ideas, and track consumer sentiment over the long run.
The most recent Gambling Commission survey was published on May 22. It covered the period between September 2024 and January 2025. The report found that gambling activity has decreased by 3% in the UK compared to the previous three months.
| Category | Key Findings |
|---|---|
| Overall Gambling Participation | Decreased from 49% to 46%. |
| Lottery Participation | Decreased from 37% to 34%. |
| Lottery-Only Players | 19% played only lotteries. The overall gambling participation, excluding them, is 28%. |
| Overall Gambling Demographics | Men aged 35 to 64 gamble the most. |
| Demographics Excluding Lottery | Men aged 18 to 24 have the highest participation rates (47%). |
| Popular Gambling Activities | Scratchcards (12%), betting (10%), online instant win games (7%). |
| In-Person Gambling | National Lottery, scratchcards, charity lotteries. |
| Online Gambling | National Lottery online draws (23%), charity lottery (13%), sports betting and horse racing via an app (9%). |
| Motivations for Gambling | “For the chance of winning big money” and “because it’s fun”. |
The survey, conducted by NatCen, included 5,191 adults aged 18 or over. In comparison, the GSGB reached 10,000 participants overall in 2024. Studies have also examined financial risk checks, bonuses, and gambling during the cost-of-living crisis.
However, trends in gambling are constantly changing. Another UKGC study from March 2025 found that online slot activity increased by 6% in Q4 FY2024–25 compared to the same period the previous year.
In the future, the Consumer Voice framework can contribute to providing even more accurate data. The next quarterly survey results will be released on October 16, 2025.
The Framework’s Impact
In addition to supporting the Gambling Commission Research, the main goal of the Consumer Voice program is to leverage data to influence the UKGC’s policies. This approach could positively impact public trust and reduce gambling harm. The framework’s research will also influence operator practices by making consumer issues clearer.
“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 program is central to our efforts to ensure our decisions are grounded in the lived experiences of all consumers and the evolving realities of gambling.”
Laura Carter Gambling Commission’s Head of Research
The Consumer Voice framework is further proof of the UKGC’s commitment to protecting players and safeguarding a regulated gaming market. The program mostly focuses on establishing new policies for an improved gambling environment. It will also help revise current regulations and their effectiveness.
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