The Gambling Commission has unveiled its new Consumer Voice framework, a move set to reshape how player experiences and concerns are heard and addressed across the UK casino landscape. Launched on 28 May 2025, this initiative brings four specialist research suppliers—Yonder Consulting, The Behavioural Insights Team, Humankind Research, and Savanta—on board for an initial two-year term, with the possibility of extending their contracts until 2029. This development follows direct engagement with over 10,000 gambling consumers in 2024, signalling an evolving era for customer-centric regulation.
Why the New Consumer Voice Framework Matters
Unlike previous approaches, the new framework is specifically designed to capture the views and lived realities of underrepresented groups and those most affected by gambling harms. By working closely with expert research partners, the Commission aims to deepen its understanding of consumer motivations, behaviours, and emerging trends. This new direction will not only complement but also strengthen the ongoing Gambling Survey for Great Britain (GSGB) by allowing for targeted investigations into specific issues such as financial risk checks, responsible gaming tools, and the impacts of the cost-of-living crisis.
Key Details at a Glance
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Report published: 2025-05-28
