Your Voice Now Matters More in Gambling Regulation

To really understand what gambling looks like for different people, the Commission brought in four research groups. Yonder Consulting explores the broader landscape, while the Behavioural Insights Team dives into why people make the choices they do. Humankind Research listens to voices that usually get ignored, and Savanta gathers insights quickly when unexpected issues come up.

This isn’t your average survey. Last year, over 10,000 players talked about things like bonus offers, the impact of financial struggles, and how specific games affect them. They're looking at real-life situations — from younger players to families dealing with gambling-related harm.

Here's why it matters: future rules won’t just be broad, generic policies. Instead, they’ll be shaped by how people play, what works for them, and what doesn’t. The Commission can now look at how players react to specific promotions or how major events influence spending, and create more innovative, relevant policies.

This shift also means groups that used to be overlooked are being heard. Whether you play niche games, fall into a less-represented demographic, or have been affected by someone else’s gambling, your experience can help guide decisions.

It’s a real change from the old way of doing things, where research missed the details and people’s stories got lost. Now, there’s a better picture of how gambling affects people across the UK.

These research contracts will run for at least two years, with options to extend to 2029, so this isn’t just a one-off. It’s the start of a bigger shift. Gambling rules are finally being shaped by real people, not just policies on paper. The days of being left out of the conversation might finally be over.