Illustrative engagement. A representative scenario showing how we approach this kind of work in gaming & betting. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping gaming & betting
Our work in gaming and betting supports regulators, operators and researchers with responsible-gaming, awareness and player-protection studies, under strict ethical rules.
- Regulation is evolving quickly
- Player-protection tools need evidence of use
- Public attitudes inform policy
Client background
A gaming regulator, working in United Kingdom. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A gaming regulator
- Sector
- Gaming & betting
- Team engaged
- Market Research
- Services
- Quantitative research, Consumer panel
Client challenge
The regulator was reviewing advertising rules and needed reliable public opinion data.
Research objectives
- Deliver on the brief: public attitudes to gaming advertising.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
Scope: 2,000 adults.
Audiences we typically reach in gaming & betting
Adult playersThe general publicRegulatorsOperators' compliance teamsSupport organisations
Geographic coverage
Coverage: United Kingdom. Market: United Kingdom.
- United Kingdom
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Representative survey
- 3Insight
We ran a representative survey with neutral wording on exposure to and views about gaming advertising.
Quantitative researchConsumer panel
Sampling strategy
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- adults
- 2,000
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Concern was highest about advertising seen by young people.
Policy needs representative evidence, not loud voices.
Recommendations
- Build on the core insight: policy needs representative evidence, not loud voices.
- Focus effort where the evidence was strongest: concern was highest about advertising seen by young people.
- Re-measure after the changes to confirm the effect.
Business impact
- The findings fed into the regulator's consultation.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what are public attitudes?