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Guidance

Exploring Drivers of Consumer Trust in Gambling

Exploring Drivers of Consumer Trust in Gambling

  1. Contents
  2. Executive Summary

Executive Summary

Overview

This research has shown that trust in the gambling industry is influenced by a nuanced blend of consumer-focused factors and broader systemic issues. While immediate concerns, such as the speed of payouts and the quality of customer service, are often the most visible to consumers, deeper and more persistent concerns centre around the industry's regulatory framework, the protection of vulnerable groups, and the perceived risk of corruption.

Findings from the qualitative research highlights that individual, sporadic instances of slow payouts or poor customer service tend to be a conscious focal point for consumers, such rare negative experiences being particularly memorable. However, quantitative survey data tells a more complex story. Regulatory oversight, protection for young and vulnerable groups of people, and dealing with corruption were seen as more pressing concerns, indicating that while operational efficiency and direct customer experience is important, it is not the sole determinant of trust in the gambling industry.

Industry regulation

The role of regulatory bodies, particularly the Gambling Commission (the Commission), is seen as fundamental to maintaining trust in the gambling industry.

Although consumers may not consciously think about regulation during their gambling activities, there is a strong association of importance placed on it when considering the overall trustworthiness of the industry. That "the gambling industry is overseen and held accountable by a regulatory body" came out as the highest average score in the MaxDiff exercise. Further, two-thirds (63 percent) of survey respondents agree that the gambling industry is overseen and held accountable by a regulatory body, indicating a degree of trust in the regulatory framework.

Despite relatively strong awareness of, and trust in, the regulatory framework, there is less trust in the industry as a whole, with a third of survey respondents (36 percent) believing that the industry is free from corruption and manipulation, and 22 percent actively disagreeing with the sentiment. This discrepancy suggests that while regulation is viewed as important, and people are aware of the regulator’s existence, there is still a perception that the industry has issues with corruption.

Qualitative research also reveals a lack of consumer awareness about the specific functions of the Commission. This knowledge gap may contribute to doubts about the regulator's effectiveness and the potential for conflicts of interest, especially given the industry's financial contributions to government revenue. Enhancing public understanding of the regulator's role and independence could help mitigate these concerns.

Young and vulnerable individuals

The protection of young and vulnerable individuals was consistently identified as a crucial factor in maintaining trust in the gambling industry. This issue resonates deeply with many consumers, who view it as a moral obligation for both the industry and regulator. This concern is seen as a fundamental driver of trust, with those who gamble ranking it as the second most important factor in the quantitative survey, after the presence of a visible gambling regulatory body. However, despite this perceived importance, less than half of respondents felt that the gambling industry is performing well when it comes to protecting young and vulnerable groups (43 percent agree), while 21 percent disagree.

Qualitative research highlighted growing concerns about the increasing access to gambling among younger audiences, particularly through digital channels. The rise of online gaming, social media influencers, and the pervasive nature of sports sponsorships have all contributed to the perceived normalisation of gambling among younger demographics. This trend underscores the need for robust regulatory measures that address the evolving landscape of access to gambling.

The play experience

The play experience, encompassing aspects such as game type, user experience of games and machines, and quick payouts for winners remains a central component of the gambling experience for many consumers. These elements are critical to consumer satisfaction, and industry performance would appear to be satisfactory here, relative to some of the other areas investigated. Indeed, quantitative research showed that aspects such as quick payouts were generally seen as performing well (68 percent agree that it is quick and easy to withdraw winnings).

However, elements that lie outside the core play experience, such as customer service and the clarity of terms and conditions, are deemed less critical relating to trust. These factors tend to become focal points only when issues arise, indicating that while they are important to maintain, they do not singularly drive trust unless problems occur.

Advertising and marketing

Advertising and marketing does not appear to be as influential in shaping consumer trust as other factors such as regulation and the protection of vulnerable groups. However, its role is complex and multifaceted.

Qualitative research reveals that some consumers are aware of the potential for advertising and marketing to encourage harmful levels of gambling. Concerns were raised about the emphasis on promotional activities that do not prioritise consumer wellbeing. Conversely, many consumers accept advertising and promotions as a natural part of the gambling ecosystem and highlight their own responsibility in managing their gambling activity.

This was reflected in the quantitative survey, where factors relating to marketing and advertising were ranked as moderately important when compared to other trust drivers like regulation and the protection of vulnerable groups. This indicates that while marketing is a visible aspect of the industry, it is not a primary driver of trust for most consumers.

Industry reputation

Factors relating to a company being reputable, and the importance of a company being recommended by a friend or family were seen as the least important in driving trust in the quantitative survey. Our qualitative research underlines this, with participants expressing that they rarely consult others when it comes to deciding which company to use and where to gamble, and most have the confidence to gamble with their preferred company regardless of external noise.

That being said, some qualitative participants did often say that they would gamble with household names, under the assumption that they could be better relied upon in matters such as their ability to pay out, and protection of consumer data. 

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Scoping phase findings
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