Guidance
Consumer Perceptions of the Complaints Process
Consumer Perceptions of the Complaints Process
Scenario 2
“Imagine you’ve placed a bet on a football match. You think the bet should have been a winner, but after 24 hours the winnings have not appeared in your account. There is no explanation as to why.”
Likelihood of making a complaint
| Strongly Agree | Agree | Neither | Disagree | Strongly Disagree | Don’t Know |
|---|---|---|---|---|---|
| 50% | 26% | 10% | 2% | 1% | 11% |
The majority (76%) of gamblers agreed that if they were in a situation whereby they weren’t awarded winnings for what they think should be a winning bet, they would make a complaint to the gambling company. This was particularly the case amongst males, those aged 35-64 and moderate risk gamblers.
| NET Agree | Base size | |
|---|---|---|
| Total | 76% | 1480 |
| Male | 79% | 708 |
| Female | 73% | 772 |
| 18-24 | 73% | 152 |
| 25-34 | 72% | 251 |
| 35-44 | 77% | 248 |
| 45-54 | 77% | 293 |
| 55-64 | 81% | 233 |
| 65+ | 75% | 303 |
| Non-problem gambler | 76% | 962 |
| Low-risk gambler | 73% | 226 |
| Moderate risk gambler | 80% | 148 |
| Problem gambler | 73% | 144 |
| Made a complaint | 86% | 197 |
Reasons for agreeing to make a complaint to the gambling company
The majority of gamblers (around 1,100) in the sample agreed that they’d make a complaint in this situation. The general consensus amongst respondents is that making a complaint is that it’s ‘the right thing to do’, that they placed the bet and were correct, and so they are entitled to receive the money. Attitudes towards the operator seem to differ within this, with some feeling ‘cheated’ by the operator, whereas others felt that it may have been an honest mistake and would trust the operator to put it right.
1). It’s fair, I placed the bet and was correct, so therefore I am owed the money (c. 55% of those who agreed)
“If in the occasion I believe I should have been paid for a winning bet, I would feel entitled to the winnings and so would feel I had to right to complain.”
“If I believed that I should have had winnings, I would expect the company to explain why I haven’t received my winnings. If I was then proved right I would expect the winnings asap.”
2). The feeling of being ‘cheated’ by the gambling operator is prominent (c. 12% of those who agreed)
“Because I think they are trying to fool me.”
“I feel I am right to complaint, but big organisations and likely to have loop-holes and small print to not pay”
3). A number of respondents felt it may have been an honest mistake by the operator, so would trust them to put it right (c. 9% of those who agreed)
“I would complain to them in the first instance as it could be a delayed payment caused by a computer glitch and explained and rectified by them”
“I believe in giving the gaming company the chance to rectify the issue. Most gaming operators in the UK are regulated, therefore more likely to be fair in dealing with problems.”
Across both those who agreed and disagreed that they would make a complaint in this situation, around 150 respondents felt that they’d query this with an operator informally first, to give them the chance to explain and put the situation right.
Reasons for disagreeing to make a complaint to the gambling company
Very few respondents disagreed to making a complaint overall (c. 60 respondents), but among those that did, there was a feeling that respondents would not be taken seriously, and that if the bet didn’t come through it simply meant that they did not win.
1). Some respondents felt that they wouldn’t be taken seriously so there would be ‘no point’ in putting a complaint forward (c. 23% of those who disagreed)
“I don’t think they would take me serious”
“I don’t think my complaint would be taken seriously- if I gamble it’s only very small amounts, so hardly worth a complaint.”
“I don’t think it would help me at all”
2). Others felt that it was not the companies responsibility, if the bet didn’t come through then it is assumed to be correct and therefore they didn’t win the bet (c. 25% of those who disagreed).
“The scenario implies that it is an expected win, not an actual win - I would feel ridiculous making a complaint about something that wasn't even accurate”
“No point, clearly it wasn’t a winner. If it was then I would of received the money.”
Across both those who agreed and disagreed that they would make a complaint in this situation, around 150 respondents felt that they’d query this with an operator informally first, to give them the chance to explain and put the situation right.
Attitudes surrounding the complaints process
| I don't think the gambling company would take my complaint seriously | I would prefer to complain to an independent body, rather than directly to the gambling company | I expect the experience of making a complaint to have a satisfactory outcome | I would expect my money to be refunded if my complaint was upheld | If I received a positive outcome from the complaint, it would give me the confidence to make a complaint again in future if I had a problem | If I received a refund, I would use the money to gamble again | |
|---|---|---|---|---|---|---|
| Strongly Agree | 7% | 13% | 38% | 57% | 49% | 8% |
| Agree | 20% | 17% | 30% | 21% | 29% | 12% |
| Neither | 24% | 31% | 15% | 9% | 12% | 30% |
| Disagree | 19% | 16% | 3% | 2% | 1% | 9% |
| Strongly Disagree | 14% | 10% | 3% | 2% | 1% | 22% |
| Don't Know | 16% | 13% | 11% | 9% | 8% | 20% |
Consumers appear to be more confident in their attitudes compared to the earlier scenario, with 68% of consumers agreeing that they expect the experience of making a complaint to have a satisfactory outcome. Similar to the previous scenario, many gamblers agree that a successful outcome from the complaint would give them the confidence to make a complaint again in future, if they had a problem (78%).
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Consumer Perceptions of the Complaints Process: How consumers would use money if they received a refund
Last updated: 15 January 2024
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