Guidance
Exploring Drivers of Consumer Trust in Gambling
Exploring Drivers of Consumer Trust in Gambling
Appendix 3 - Qualitative stimulus
The following information is from the trust stimulus pack prepared by Yonder and shown to participants as part of the qualitative phase of the research. Fieldwork for the qualitative phase was conducted between 13th and 20th April 2024.
The stimulus pack provides a contextual introduction to topics which frequently appeared in consumer complaints and desk research, enabling participants to reflect upon them and whether the comments shown reflect their views on gambling, and consider the factors that drive their trust in the gambling sector.
Introduction to the Gambling Commission
Taken from Our strategy for the next three years1:
The Gambling Commission (the Commission) seeks to make gambling fairer and safer. It does so by licensing and regulating in the public interest and providing advice and guidance. It wants a fair and safe gambling market where all consumers and the interests of the wider public are protected.
Its strategic objectives for the next 3 years are:
- protecting children and vulnerable people from being harmed by gambling
- a fairer market and more informed consumers
- keeping crime out of gambling
- optimising returns to good causes from the National Lottery
- improving gambling regulation.
Overview of typical complaint topics with quotes and visual cues
The importance of knowing who you’re gambling with
Quote: “When it comes to gambling, you want to be sure you’re dealing with a legit, accredited, and above all, secure gambling company. Your money and your personal data, they’ve got to be in safe hands.”
Visual cues: The Commission, the Independent Betting Adjudication Service (IBAS) and Safer Gambling Standard Logos
The Commission webpage What to look at before you gamble.
The importance of customer service
Text: Sometimes, when a gambler is in the heat of the game, they enjoy being in their own world, just them and the screen. But there are occasions when they need to break play and ask questions and here automated, robotic responses can, at times, be frustrating.
Visual cues: Anonymised help page and chat box.
Visual cues text reads: If you have any queries, comments or problems with your personal account, there are lots of ways for you to get in touch. Our friendly UK based customer services team are here to lend a helping hand and deal with your enquiry promptly, the team are available 24/7. There are lots of ways for you to get in touch: Live Help – Phone - Email.
The importance of a friendly face
Text: Often, when gamblers are on a roll at a casino, or on a day out, it’s like everything is going their way, even the bookie can feel like their friend. But when luck isn't on their side, there’s little interaction or sympathy, it's like they’re just another player.
Visual cues: Side-by-side photographs of a crowd cheering and an individual looking unhappy.
The importance of clear terms and conditions
Text: For some gamblers, in the heat of the moment it can be tough to fully grasp the odds and the deal that’s on the table. On occasion, one can think they’ve made a great move, only to realise later that the offer wasn’t quite what it appeared to be. Terms & conditions aren’t always that clear and can be confusing.
Quotes: "They have adverts which say games for 2 pence and jackpots of up to £20,000. These facts are both true and the person watching only hears these facts, they do not hear the other facts that the game for £20,000 is £2 per game and that the payout for the 2 pence game is only £10. They hide the facts within the quick headline detail." And "I think the terms and conditions have become more transparent."
Visual cue: Example of terms and conditions small print.
The importance of a clear complaints process
Text: Most of the time, gamblers can feel like they know what they’re getting themselves into when gambling, but there can be the odd occasion when there is an issue that they want to take further, and it can be unclear how to do this.
Visual cues: The Commission webpages Complain about a gambling business and How to complain.
The importance of safeguarding
Text: Sometimes when a gambler is on a roll and winning, they’re loving life. But when luck turns against them and losses start piling up, they’d appreciate something or somebody to help them hit the brakes, take a moment, and think about their next move more carefully.
Visual cues: GambleAware: ‘When the Fun Stops, Stop’, Safer Gambling: ‘Set your Limits for Time and Money’, photographs of a helping hand and a person betting their car keys at a poker table.
The importance of action
Text: You see it in the news- regulators like Ofcom and the FCA watching over their sectors. You see this in gambling too, with the regulator building guidelines and issuing fines. But sometimes, it is called into question whether this action really makes a difference in the gambling sector or if it’s just brushed off by gambling companies?
Visual cues: Screenshots of LinkedIn post (opens in new tab),CityAm article (opens in new tab) and Guardian article (opens in new tab).
Withdrawing funds from gambling companies
Text: When some gamblers are looking to withdraw funds, gambling companies request detailed information to verify one’s identity, which can happen when signing up for an account or even sometimes after a win… this causes some confusion about why gambling companies make you jump through additional hoops.
Quotes: "I've never been misled or not paid when I’ve asked for my winnings," and "I have been asked to provide documents for affordability checks but have already been playing and winning for 6 months. I am now expected to show mortgage statements from my partner."
Visual cue: Example of customer help information on winning and/or withdrawing and information needed to prove identity.
References
1 This research commenced before the launch of the Gambling Commission strategy 2024 to 2027 and can be found in our Corporate Strategy 2024 to 2027
Appendix 2 - Qualitative discussion guide Next section
Appendix 4 - Quantitative sample profile
Last updated: 3 October 2024
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