At Better Change, we believe that consumers should have a meaningful voice in discussions about the future of gambling regulation.
Too often, gambling debates are shaped by policymakers, regulators, operators, academics and campaigners. While these perspectives are important, the experiences of the people who actually engage with gambling products every day can be underrepresented. Through the Better Change Consumer Panel, we aim to ensure that those voices are heard.
Today, we are pleased to publish the findings from our first Consumer Panel focus groups, which explored the topic of Unregulated Gambling: Consumer Awareness, Experiences and Drivers. The report is based on six online focus groups involving 22 gambling consumers from a range of backgrounds and gambling experiences.
The discussions examined consumers’ understanding of unregulated gambling, the factors that may encourage people to consider unlicensed operators, and how changes within the regulated market could influence consumer behaviour. Participants shared views on subjects including financial risk checks, stake limits, self-exclusion, trust in gambling operators, consumer privacy and the perceived impact of future regulatory changes.
One of the clearest findings was that consumers overwhelmingly preferred regulated gambling operators. Participants associated licensed operators with security, reliable payments, consumer protection, safer gambling measures and access to complaints procedures. Trust emerged as the regulated sector’s greatest strength.
However, the research also highlighted the complexity of the debate. Participants recognised that some consumers may be attracted to unregulated gambling by factors such as fewer restrictions, higher stakes, better promotions, privacy concerns, cryptocurrency payments or frustration with certain aspects of the regulated customer experience. The report identifies both “push” and “pull” factors that can influence consumer decision-making.
A particularly strong theme throughout the discussions was financial risk checks. While many participants accepted the principle of measures designed to protect consumers and prevent harm, opinions often depended on whether interventions were perceived to be proportionate, clearly explained and respectful of privacy.
Importantly, the research does not claim to be representative of all gambling consumers. Instead, it provides qualitative insight into how engaged consumers think about some of the most significant issues facing gambling policy today.
This report represents the first publication from the Better Change Consumer Panel. As the programme develops, we will continue to explore a range of topics affecting gambling consumers and provide opportunities for consumers to contribute directly to important policy conversations.
We would like to thank all participants who gave their time, shared their experiences and contributed to a thoughtful and constructive discussion.
Read the full report here.