The range and variability of gambling experiences
This theme is about understanding the different experiences that people have with gambling – recognising that every consumer is different. It explores and explains how gambling fits into people’s lives and overlaps with other behaviours and experiences. It delves into consumer journeys and motivations and how gambling behaviours change over longer periods of time.
Roadmap - Changes in behaviour over time
Sub-topics for this roadmap are:
- Impact of specific experiences and contexts on gambling behaviour over longer periods of time
- Using account level data to identify and analyse changes in player behaviour
- Scoping the feasibility of, and options for, developing a longitudinal element to the Gambling Survey for Great Britain (GSGB).
Gambling behaviour is subject to change over time due to a vast range of factors that may all impact on a person’s gambling journey. For us to regulate effectively, we need to better understand the impact of specific experiences and contexts on changes to gambling behaviour, such as the role of wider socio-economic changes, big life events or changing consumer circumstances. We need research that uses and triangulates different data sets like operator-held account level data or open banking data with longitudinal survey data to identify and analyse changes in player behaviour.
The focus of our own activities here will be on understanding changes to consumer behaviour over time and how it can help identify if and when risk increases. It will also focus on gaining a better understanding of the ‘average’ consumer, how their journeys and attitudes evolve, and help us ensure that gambling remains fair and open for everyone.
Roadmap - How gambling fits into different lives
Sub-topics for this roadmap are:
- The complexity and fluidity of gambling journeys and how they vary for different groups (including those that are harder to reach)
- The interplay and impact of influences, triggers and play experiences across different points of the consumer journey and different gambling environments
- How gambling fits into consumers’ online lives in an increasingly digital world
- Positive experiences of gambling and how they shape consumer journeys
- Gambling with multiple accounts and products simultaneously
- Motivations for and experiences of returning to gambling after a break in involvement.
Consumer gambling behaviour is highly individual due to a range of different influences and factors, as evidenced by our research to understand why people gamble, our research on gambling typologies and the Path to Play. We are keen to continue to build our knowledge of how gambling fits into everyday lives, especially those that are increasingly lived in online environments.
Building on the Path to Play, we are looking to get a deeper understanding of the interplay of influences, triggers and play experiences across different points of the consumer journey in land-based gambling environments as well as online. There is more to be learned about the way that these experiences vary between demographic and socio-economic groups, with further studies on the complexity and fluidity of gambling journeys also needed. We know that many consumers find enjoyment and excitement from gambling, and there is much to be learned from understanding positive experiences and how they shape consumers’ decision making and involvement in different gambling activities. As we track developments in technology and the way that people engage in gambling across different platforms, more evidence is needed on the effect of gambling simultaneously with multiple accounts and/or products.
Finally, we are also interested in research that takes a longer-term view of consumer journeys, particularly around the drivers and motivations that lead consumers to return to gambling following a self-imposed break or a period of self-exclusion.
The focus of our own activities here will be exploring and understanding how gambling behaviours link with gambling typologies, alongside continued work to understand differences in consumer trust of the gambling industry at a more granular level.
Forward look - The range and variability of gambling experiences
To better understand the nuance and variety in different people’s gambling experiences, we would benefit from the use of in-depth qualitative methodologies such as digital ethnographies or approaches that consider the full breadth and diversity of gambling behaviours. Longitudinal evidence would be particularly useful in helping us to understand the fluid relationships that people have with gambling, and the longer-term impact that influencing factors can have.
In the past year, we have continued to strengthen our evidence base into the range and variability of gambling experiences, particularly through the Consumer Voice programme and the Gambling Survey for Great Britain (GSGB). These efforts have deepened our understanding of sub-themes such as fairness, trust, and motivations for gambling. However, notable gaps remain, including gaps around land-based gambling, which continues to be under-researched. Addressing this is something that we intend to do in the year ahead. We will also scope the feasibility of, and options for, developing a longitudinal element to the GSGB.
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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