Octoplay Freeplay Slots
Realistic Freeplay Slots
Wazdan Freeplay Slots
Quickspin Freeplay Slots
Yggdrasil Freeplay Slots
Red Tiger Freeplay Slots
Thunderkick Freeplay Slots
KA Gaming Freeplay Slots
Last Updated on 2 June 2025 by Casinos etc.
This is a shortened and summarised version of this page — we have included key points and important information.
The UK Gambling Commission (UKGC) has unveiled a significant update to its research and regulatory strategy with the official launch of the expanded Consumer Voice framework on 28th May 2025. This enhanced initiative marks a major step forward in how the UKGC gathers, analyses, and applies the lived experiences of people who gamble in Great Britain.
As gambling continues to evolve in an increasingly digital and data-driven environment, the UKGC recognises the need to go beyond traditional surveys and cold data. The Consumer Voice framework is the regulator’s answer to this challenge, aiming to ground policy decisions in the real stories, motivations, and concerns of consumers – particularly those who are often overlooked or hard to reach.
Purpose and Goals of the Consumer Voice Framework
The Consumer Voice framework is designed to tackle several key priorities:
- Deepen understanding: The UKGC wants to move beyond surface-level statistics and tap into the genuine experiences of people who gamble, exploring why they play, how they feel, and what drives their decisions.
- Reach underrepresented groups: One of the framework’s central missions is to connect with groups that have historically been missed by more traditional research, including those who’ve faced gambling harm themselves or been affected by someone else’s gambling.
- Inform policy and practice: By focusing on real-world experiences, the UKGC aims to create smarter, more responsive policies that reflect the lived realities of gambling today.
- Respond to emerging trends: With this framework in place, the UKGC can rapidly launch new research to understand fresh risks and emerging concerns as they arise in the gambling landscape.
Collectively, these aims reflect a more holistic approach to regulation – one that sees consumers not just as data points but as people with complex motivations and challenges.
Specialist Research Partners
To deliver on these aims, the UKGC has signed up four specialist research partners, each bringing their own unique expertise to the programme. The contracts last for two years initially, with the option to extend until 2029:
- Yonder Consulting: Renowned for their mixed methodology research, Yonder has extensive experience examining the unlicensed gambling market and how bonus offers affect player behaviour.
- The Behavioural Insights Team (BIT): Pioneers of evidence-led problem solving, BIT focuses on experimental and behavioural research, using data to identify and reduce gambling harms.
- Humankind Research: Specialists in qualitative research, particularly around hard-to-reach or under-served groups, ensuring every voice is heard, not just those who traditionally engage in surveys.
- Savanta: Experts in quick-turnaround research, Savanta’s work helps the Commission respond rapidly to new regulatory questions and trends as they arise.
By bringing together this diverse set of research partners, the UKGC is making sure it has the tools to capture a full picture of the gambling landscape – one that’s based on lived experience and grounded in hard data.
How the Consumer Voice Framework Works
Unlike the comprehensive and nationally representative Gambling Survey for Great Britain (GSGB), the Consumer Voice framework is built to be more focused and adaptable. This means the UKGC can commission bespoke research on specific issues, test new ideas, or dive deeper into topics that require a closer look.
The framework enables the regulator to:
- Run focused studies on particular gambling products or marketing tactics
- Explore how gambling fits into people’s wider lives, including pressures like the rising cost of living
- Test new policy ideas and identify unintended consequences before rolling out new rules
It’s all about creating a tool that can adapt to the fast-changing world of gambling in the UK, while complementing the GSGB’s broader data set.
Recent and Ongoing Research
The Consumer Voice framework is already making an impact. In 2024 alone, the programme engaged with over 10,000 gambling consumers, shedding light on key issues such as:
- Financial risk checks: Investigating how affordability assessments are perceived by consumers and their real-world effects.
- Bonus incentives: Exploring how promotional offers shape player behaviour and perceptions of fairness.
- Cost-of-living pressures: Looking at how economic factors influence gambling choices and risk of harm.
- Trust in the industry: Measuring trust levels in licensed operators compared to unlicensed or offshore sites.
- Marketing and advertising impact: Examining how different groups respond to promotional messaging and tactics.
These insights give the UKGC a more grounded understanding of the challenges facing players today, helping shape policies that tackle real issues head-on.
Motivation for the Enhanced Framework
The decision to expand the Consumer Voice framework came after recommendations from the Office for Statistics Regulation (OSR). The OSR called for more transparency and higher quality assurance in the GSGB, urging the UKGC to provide clearer communication about potential biases and how they might affect findings.
By creating a parallel programme focused on in-depth, lived experience research, the UKGC is making sure its decisions are backed by solid evidence – data that’s not only statistically sound but also rooted in the real experiences of players.
Industry and Expert Commentary
Commenting on the launch, Laura Carter, Head of Research at the Gambling Commission, explained:
“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.”
Her statement underscores the UKGC’s determination to create a research system that’s more than just a set of numbers – it’s a living, breathing programme that puts the experiences of players front and centre.
Representatives from the four research partners echoed this sentiment, highlighting their shared commitment to using innovative methods and driving better outcomes for those who gamble in the UK.
Final Thoughts from Casinos etc.
The launch of the enhanced Consumer Voice framework is a clear signal that the UK Gambling Commission is serious about placing real player experiences at the heart of regulation. In an industry that’s often defined by data and percentages, this approach brings a more human touch to policy making – one that listens to the voices that matter most.
By prioritising the stories of those most affected, from those struggling with gambling harm to those navigating new markets and promotions, the UKGC is setting a new standard for what evidence-based regulation can look like in the digital age.
We’ll be watching closely as new research emerges from the Consumer Voice framework over the coming months and years. It’s a promising sign that the UKGC is taking the realities of gambling in the UK seriously – and that it’s ready to adapt, respond, and support players in ways that make a real difference.
