Statistics and research release
Exploring drivers of consumer trust in gambling
The Gambling Commission’s research into exploring drivers of consumer trust in gambling
Summary
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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, the Gambling Survey for Great Britain (GSGB) but goes into more depth on key issues and emerging areas of interest.
In this research we worked with Yonder, who use a variety of methodologies including surveys, online communities, focus groups and life diaries to tap into the experiences of gambling consumers and those affected by gambling in Great Britain.
This release contains findings from new research exploring drivers of consumers’ trust in gambling which can be tracked as impact metrics over time through the GSGB. The work also supports and feeds into Evidence theme 2 – the range and variability of gambling experiences and Evidence theme 4 – the impact of operator practices.
The research was designed to delve into various aspects of trust within the gambling sector from a consumer perspective, with the ultimate aim of informing key areas of focus for the Gambling Commission (the Commission) to ensure that the gambling industry is fair, transparent, and open in its practices.
Core research objectives included:
- to gain a comprehensive understanding of drivers of trust in the gambling industry, identifying the elements of consumers’ experience that hold the most significance to them
- to highlight the intricate nature of consumer trust, showcasing how it is formed and maintained, and how it influences gambling behaviour within the broader Path to play framework
- to explore the varied experiences of different consumer sub-groups, focusing on how levels of engagement with gambling can influence trust.
Simultaneously, the study was used to inform the following output objectives for the Commission:
- to develop new 'Trust' questions to be integrated into the GSGB, which includes a transparent explanation of the methodological approach used to select these questions and the composite scoring system designed to quantify levels of trust
- to outline how the trust metrics will be utilised to feed into future monitoring, enabling the Commission to monitor changes in consumer trust over time, and measure the impact of regulation
- to offer recommendations on how to repeat and update the trust metrics to ensure they remain relevant and adaptable in response to industry changes and evolving consumer expectations.
This report focuses on key findings relating to the core research objectives. A detailed assessment of the process for how output objectives were achieved will be outlined in a forthcoming technical report.
Key findings
Consumer trust in gambling can be subjective to the individual, their personal beliefs and experiences with gambling activities and companies. This research project however found that there were a number of key drivers which were most important and nuanced to people who gamble.
The presence of a visible gambling regulatory body is a key pillar of trust and was ranked as the highest priority for respondents in the quantitative survey. A total of 63 percent of respondents agreed that the gambling industry is overseen and held accountable by a regulatory body.
Protection of vulnerable groups, particularly young people, was consistently identified as a crucial factor in maintaining trust in the gambling industry, being the second most important factor in the quantitative survey. A total of 43 percent of respondents felt that the gambling industry is performing well when it comes to protecting young and vulnerable groups, while 21 percent disagreed.
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. A total of 69 percent of respondents agreed that 'gambling companies offer customers gambling management tools such as deposit and time limits, or self-exclusion schemes', whilst 68 percent of respondents agreed that 'it is quick and easy to withdraw my winnings'.
The role of advertising and marketing is complex and multifaceted. Some consumers were concerned about levels of advertising having an adverse effect on people who may experience gambling harm, with particular 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.
In summary, this study has identified that trust in gambling is shaped by a complex interplay of factors, ranging from the immediate play experience to broader concerns about regulation, corruption, and the protection of vulnerable groups.
A further technical report to be released at a later date will summarise the process behind the selection of statements to form a new question that can be used to track consumer trust over time in the GSGB.
Data from the new question is being piloted on the online version of the Year 2, wave 4 GSGB survey. Following the assessment of the pilot findings and making any necessary changes to the approach, the new question will be added to the paper questionnaire and will be asked to the whole sample every quarter from 2025 onwards.
Details
Full publication
More details can be found in the full Exploring drivers of consumer trust in gambling report.
More methodological information, definitions of terms used, questions included in the survey, and data tables can be found in the data tables spreadsheet attached.
Data and downloads
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Feedback
We are always keen to hear how these statistics are used and would welcome your views on this publication.