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Understanding Consumer Journeys: Introducing the Path to Play

This research focuses on building our understanding of what the typical consumer journey looks like, from the beginning of a gambling interaction to the end. It builds on our earlier work to understand why people gamble, and our wider Consumer Voice research.

The intention is to explore this journey specifically from the gambler’s perspective, which may be different to an operator or regulator’s perspective. This will allow us to better understand how consumers experience gambling, what factors influence them, where there may be greater risks for some gamblers, and identify opportunities for intervention.

The aim was to create a framework of the ‘path to play’ indicating the key milestones and stages gamblers go through when they gamble. This is not a ‘one size fits all’ model, as gamblers are not homogenous, and everyone’s experience will be slightly different. It is a framework that encompasses the moments typically experienced by consumers, but that also shows how gambling experiences can differ for different people, or in different contexts.

About our consumer voice research

We use a mix of quantitative and qualitative methods to gather views, opinions and insights from gambling consumers. This work complements our nationally representative statistics on gambling participation and the prevalence of problem gambling but goes into more depth on key issues and emerging areas of interest.

Our Consumer Voice research is currently conducted by 2CV, who use a combination of online surveys and online community panels to tap into the voice of gambling consumers and those affected by gambling in Great Britain.

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Path to Play methodology
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