Stuart is a freelance journalist and marketing content and copywriter who graduated from Canterbury Christ Church University. His writing covers topics such as Sports Betting and iGaming news stories, Technology, Aviation, and Travel and Tourism....
Read Full BioThe UK Gambling Commission (UKGC) has launched an expanded Consumer Voice framework, which it hopes will provide a deeper understanding of British public gambling behaviors.
Unveiled on May 28, the UKGC’s latest initiative hopes to allow it to craft better evidence-based gambling policies shaped by authentic consumer feedback. The news follows the recent release of Q1 earnings data, which saw GGY hit £1.45 billion.
As part of its strategy, four new research firms have been contracted under the revised framework, each with a distinct mission objective and methodological approach.
The firms: Yonder Consulting, the Behavioural Insights Team, Humankind Research, and Savanta, will conduct data collection and analysis until 2027, with a possible contract extension beyond that until 2029.
The UKGC’s shift aims to provide the Commission with a more comprehensive understanding of underrepresented demographics.
These will include those impacted by gambling-related harm, as well as those who use non-mainstream gambling products, often not included in current research programs.
As part of the launch, Laura Carter, Head of Research at the Gambling Commission, chose to outline the expansive nature of the upgrade, stating: “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,” Carter added. She also went on to underline the programs’ role in ensuring future decisions reflect the “lived experiences of all consumers and the evolving realities of gambling.”
UKGC Seeks Refined Data From New Consumer Voice Program
Detailing its latest measures, the UKGC suggested that its Consumer Voice program would supplement its Gambling Survey for Great Britain (GSGB), which collects representative data on a national level.
In contrast to the GSGB program, its newly refined Consumer Voice model will now enable the Commission to conduct specifically targeted studies in response to any emerging gambling-related incidents.
In 2024 alone, more than 10,000 gambling consumers were involved in its research studies, which covered a range of themes. These included previous studies that have tackled issues like “financial risk checks, bonus incentives, and gambling during the cost-of-living crisis.”
Joe Wheeler, Associate Director at Yonder Consulting, stated that they have conducted studies on consumer trust, the unlicensed market, and gambling during major sporting events. “We’re delighted to continue our ongoing partnership and to support the Commission in delivering against key policy evidence gaps,” he noted.
Eleanor Collerton of the Behavioral Insights Team highlighted the team’s use of behavioral science research in helping the UKGC develop effective regulation. “We’re excited to contribute our expertise in experimental research to generate new insights and address key evidence gaps,” she said.
