UK Gambling Commission Expands Research Partnerships

The UK Gambling Commission has strengthened its research capabilities by partnering with four specialist firms to support its newly launched consumer voice framework. The initiative aims to deepen insight into gambling behaviours across the country, enhancing the regulator’s ability to shape evidence-based policies and address emerging risks.

The consumer voice framework represents an effort by the Commission to expand beyond traditional data collection methods. It now includes collaborations with Yonder Consulting, Humankind Research, Savanta, and the Behavioural Insights Team—each bringing distinct research expertise. Contracts for these partnerships extend for two years, with an option to renew through 2029.

Laura Carter, the Gambling Commission’s head of research, said the expanded collaboration allows the regulator “to commission high-quality research quickly and use a range of approaches to respond to emerging trends or risks as they develop.” She added that the programme is central to grounding regulatory decisions in “the lived experiences of all consumers and the evolving realities of gambling.”

The Behavioural Insights Team, known for its experimental and evidence-based approach to behavioural science, is expected to contribute significantly. Eleanor Collerton, senior advisor at the team, highlighted their role in filling “key evidence gaps” and supporting “meaningful and effective gambling policy” aimed at reducing harms.

Yonder Consulting, already familiar to the Commission through previous studies on unlicensed gambling markets and bonus offers, will continue to support mixed methodology research. Meanwhile, Humankind Research will focus on qualitative studies, and Savanta will provide market research consultancy expertise.

This multi-faceted approach is designed to capture a broad spectrum of gambler motivations and behaviours, reaching deeper into demographics that may be underrepresented in standard surveys.

Complementing National Gambling Survey Amid Scrutiny

The consumer voice framework complements the UK’s ongoing Gambling Survey for Great Britain (GSGB), a national study that tracks gambling participation trends. The latest GSGB results, published on 22 May, indicated a slight decline in gambling activity, with 46% of respondents reporting gambling in the past four weeks—a 3 percentage point drop from the previous quarter’s 49%.

The GSGB survey has faced scrutiny regarding its methodological rigor. On the same day the latest results were released, the UK’s Office for Statistics Regulation (OSR), an arm of the UK Statistics Authority, published a review identifying nine recommendations to improve the GSGB. The OSR called for enhanced transparency around quality assurance and clearer communication of potential biases affecting the survey’s estimates.

Despite these concerns, the OSR concluded there was “no reason why the data should not be disseminated,” affirming the GSGB as a valuable source of information for policy and regulation.

With these four partners, we’re better equipped to commission high-quality research quickly and use a range of approaches to respond to emerging trends or risks as they develop.

Implications for Gambling Policy

The Gambling Commission’s expanded research partnerships reflect a broader regulatory trend toward evidence-based policymaking informed by behavioural insights. By engaging specialised firms, the Commission aims to better understand the complex motivations behind gambling and tailor interventions accordingly.

The integration of behavioural science expertise is particularly notable. This approach allows regulators to move beyond aggregate statistics toward understanding the psychological and social factors influencing gambling behaviours. Such insights are critical for developing targeted harm reduction measures.

However, the effectiveness of this strategy will depend on how well the Commission balances methodological rigor with timely responses to emerging trends. The OSR’s recommendations regarding the GSGB underscore ongoing challenges in ensuring data quality and transparency.

Overall, the Gambling Commission’s consumer voice framework represents a strategic enhancement of its research infrastructure. By leveraging diverse methodological expertise, it aims to strengthen the evidence base supporting regulatory decisions in an evolving gambling landscape.