UK’s Gambling Commission reveals key drivers of consumer trust

Bruna Garcia October 25, 2024

SiGMA news

UK’s Gambling Commission reveals key drivers of consumer trust

The Gambling Commission has released a new comprehensive research report exploring the factors that drive consumer trust in the gambling industry. The study, conducted in partnership with Yonder, delves into the experiences and perspectives of gamblers in Great Britain, aiming to inform regulatory policies and industry practices.

Among the key findings, the research mentions that regulatory oversight is paramount. A strong regulatory presence is a fundamental pillar of trust for gamblers. Consumers value the oversight and accountability provided by a regulatory body like the Gambling Commission. A total of 63 percent of respondents agreed that the gambling industry is overseen and held accountable by a regulatory body.

The protection of vulnerable groups is essential, being the second most important factor in the quantitative survey. Making sure the protection of young people and vulnerable individuals is a top priority for consumers. They expect the gambling industry to take proactive steps to prevent harm and promote responsible gambling. 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 also matters. The quality of the gambling experience, including game types, user interfaces, and payout speeds for winners, significantly influences consumer trust. A positive and enjoyable playing experience is crucial for maintaining customer loyalty. 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’.

And finally, advertising and marketing have to be balanced, as they play a complex role in shaping consumer perceptions. While some consumers appreciate promotional activities, others express concerns about their potential impact on vulnerable individuals. Conversely, many consumers accept advertising and promotions as a natural part of the gambling ecosystem and highlight their responsibility in managing their gambling activity.

The research employed a mix of quantitative and qualitative methodologies to gather insights from a diverse group of gambling consumers. This included surveys, online communities, focus groups, and life diaries. The findings will be integrated into the Gambling Survey for Great Britain (GSGB) to track changes in consumer trust over time.

The Commission’s goals

The Gambling Commission aims to use this research to develop new trust metrics for the GSGB; monitor changes in consumer trust over time; measure the impact of regulatory interventions, and provide recommendations for industry improvements.

The Gambling Commission’s research underscores the importance of trust in the gambling industry. By understanding the key drivers of consumer trust, the Commission can work with operators to create a safer and more responsible gambling environment for all.

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