UK Gaming Commission Strives for Clarity, Enhances Public Awareness in Gaming Sector
The UK Gambling Commission (UKGC) has been under the spotlight due to criticism over its data usage. doubts about the alignment of its flagship gambling survey data with available alternatives have surfaced.
Collaborating for Enhanced Research and Data Accuracy
In response to concerns, the UKGC has acknowledged the need to strengthen its methodology and address existing flaws. To ensure objective and actionable market insights in the UK, the regulator has revamped its Consumer Voice program, welcoming four research firms on board.
"With these four partners, we're better armed to commission high-quality research swiftly and employ a diverse range of methods to keep pace with emerging trends or risks," stated Laura Carter, the commission's head of research.
The four firms – Yonder Consulting, Behavioural Insights Team (BIT), Humankind Research, and Savanta – will work with the regulator for the next two years. Their roles include verifying the accuracy of the data used by the regulator and deep diving into hard-to-reach groups like minorities.
The developments follow a controversy sparked by the Office for Statistics Regulation, which criticized the regulator's Gambling Survey for Great Britain for overstating certain metrics, raising questions about its reliability.
The Need for Methodology Improvements
The Office for Statistics Regulation emphasized the need for a considerable improvement in the UKGC's methodology, arguing that the GSGB data was inconsistent with other credible data sets, thereby undermining its credibility.
Partners on Board for Improved Data and Insights
Commenting on the partnership, associate director of Yonder Consulting, Joe Wheeler, said:
"We've supported a variety of impactful research programs, covering aspects such as trust in the industry, engagement with the unlicensed market, behaviors during key sporting events, and the impact of marketing and bonus offers," he noted.
The other firms are also prepared to contribute valuable insights that align the GSGB with realistic core metrics.
The UKGC's New Lay of the Land
With these collaborations, the UKGC aims to deliver up-to-date and relevant information about gambling in the UK, informing the wider dialogue about the industry. The revamped Consumer Voice program equips the regulator with expanded research capabilities, improved reach, and a swift response to emerging trends and risks.
By partnering with experts in various fields, the UKGC seeks to gather a more comprehensive and inclusive picture of gambling behaviors and impacts, grounding its decisions in the real-life experiences of consumers. This approach addresses previous criticisms, striving for better informed regulatory decisions and public policies.
[1] [Gambling Commission Press Release, 2023][2] [Enhancing our Consumer Voice research, 2023][3] [UK Gambling Commission, 2023][4] [Data Standards for Gambling Research, 2023][5] [Gambling Commission's Research Partners, 2023]
- The UK Gambling Commission's new partnership with four research firms aims to bridge the gap in the alignment of its flagship gambling survey data (GSGB) with alternative data sets, allowing for more accurate and reliable insights into gambling trends in the UK.
- The UKGC's enhanced research capacities, through collaborating with specialists in casino-and-gambling sectors, will provide a deeper understanding of gambling behaviors and impacts, leading to improved, data-driven decisions for regulatory purposes and public policies.
