Product characteristics and risk
This theme is about improving our understanding which products and behaviours carry greater risk of harm, for whom, and why. It is about gaining a deeper understanding of how consumers interact with different products and links to gambling harms. Finally, it is also about identifying areas of new or emerging risk and building a strong understanding of changes in the market.
Roadmap - Consumer interactions with products or features with increased risk of harm
Sub-topics for this roadmap are:
- Levels of risk related to specific features of betting and gaming products
- Consumer comprehension and experiences of game volatility, RTP and other game characteristics
- The benefits and risks of AI in product design and consumer interaction.
Consumer awareness and comprehension of gambling products enables consumers to make informed choices about their gambling behaviour, and links to the Gambling Commission’s ‘fair and open’ licencing objective. There is some evidence that consumers with lower understanding of gambling mechanics are at a greater risk of experiencing gambling-related harm, which is why gaining a greater understanding of product characteristics (such as game volatility, RTP) and ensuring they are understood by consumers is important, particularly as new gambling products, offers and features are introduced.
As identified in the gambling-related harm and vulnerability theme, we are interested in understanding how features and characteristics of different forms of gambling impact consumers and how changing these features may lead to behaviour change. Analysis of GSGB data shows that engaging with some types of gambling are more strongly associated with having a Problem Gambling Severity Index (PGSI) score of 8 or more (representing problem gambling).
We have also been informed by stakeholders which products are of greatest interest to them through the roadmaps consultation process and the publication of a related report (opens in new tab). Products referenced as having knowledge gaps that should be considered priority areas for research include online (sports) betting, slots products on electronic gaming machines (EGMs), online slots, online casino games with live dealers and emerging digital products.
As Artificial Intelligence (AI) technology continues to progress and be embraced by the gambling industry, further research is needed to consider how AI can benefit product design, consumer interactions and protection, and the detection of financial crime. Research is also required to identify the potential risks, including (and not limited to) the potential for bias, discrimination, increasing potential consumer harm due to game design and/or consumer interactions, or reduced transparency and accountability. Further research will help to inform both consumers and future regulation.
Roadmap - Evaluation of the effectiveness of product specific regulatory measures
Sub-topics for this roadmap are:
- The impact of the online slot stake limit on different groups, alongside other factors such as play frequency
- The impact of regulatory changes in the land-based sector
- The impact of restrictions to game characteristics on behaviour over time.
There have been several regulatory changes introduced by the Department of Culture, Media and Sport (DCMS) and the Commission following the Gambling Act Review that impacts the way that products can be offered, such as online slot stake limits and online casino games. We recognise that it is important to understand the impact of these changes. We need evidence from multiple sources to triangulate the effect of this regulation on different groups and on long-term consumer play behaviour. This will help us understand the effectiveness of our regulatory changes and inform further policy developments.
Forward look - Product characteristics and risk
Most existing research studies on gambling product features and/or characteristics have been experimental and lab-based. Strengthening the overall evidence base will require more access to player data and a mix of longitudinal studies or field research like randomised control trials, A/B testing, difference-in-difference designs, or behavioural modelling. Having an in-depth examination of the links between certain specific product characteristics and gambling behaviour to identify higher risk gambling may identify opportunities for game design to be adjusted to promote lower risk play.
As regulatory changes take effect, it is important that the outcomes and impacts of such changes are robustly monitored and evaluated, and our Corporate Strategy 2024 to 2027 commits to evaluate new requirements and policies. Specifically, DCMS and the Commission have published our Gambling Act Review evaluation plan (opens in new tab).
Are you conducting research or planning to conduct research on any of our priority topics? If so, please tell us about it by completing our online form (opens in new tab).
Find out more about our other evidence roadmaps. You can find links to the other themes in the related content section.
Last updated: 23 October 2025
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