UK Gambling Commission extends GSGB survey contract to 2029

The UK Gambling Commission has confirmed that it has awarded a new four-year contract spanning 2026 to 2029 to the National Centre for Social Research (NatCen) in partnership with the University of Glasgow. The contract focuses on the delivery and further development of the Gambling Survey for Great Britain (GSGB), the country’s primary instrument for measuring gambling behaviours and trends.

This announcement represents a continuation of a longstanding collaboration that has seen the GSGB emerge as one of the most comprehensive and influential gambling surveys worldwide. Since its initial launch, the GSGB has provided policymakers, regulators, and researchers with a deep understanding of how gambling patterns evolve across diverse populations in Great Britain.

The evolution of the Gambling Survey for Great Britain

The GSGB was officially launched in 2024, following years of rigorous survey development and design work. It was created as the UK’s authoritative source of statistics on gambling behaviours, with a remit to provide high-quality, reliable data that can inform both regulation and public policy.

Since its launch, the survey has collected extensive data on a wide array of gambling activities, ranging from lotteries and betting on sports to online casino games and gaming machines. By analyzing this data, the Commission and its research partners have been able to monitor trends in gambling, understand risk factors associated with problem gambling, and identify shifts in participation across different demographic groups.

The survey is widely recognized for its methodological sophistication. Its sample size, demographic representativeness, and inclusion of multiple gambling modalities have made it one of the largest and most comprehensive gambling surveys globally. Its insights have become instrumental in shaping regulatory interventions, public health strategies, and broader social policy discussions surrounding gambling.

Contributions of the University of Glasgow

The University of Glasgow has played a particularly pivotal role in the analytical dimension of the GSGB. Their expertise has contributed significantly to the Commission’s understanding of gambling behaviours through detailed thematic reports. These reports have examined diverse topics, including motivations for gambling, the characteristics of frequent gamblers, and the relationship between specific gambling activities and Problem Gambling Severity Index (PGSI) scores.

The Commission has formally acknowledged the University of Glasgow’s analytical contributions, highlighting the depth and rigour these reports have added to the broader understanding of gambling across Great Britain. Through these collaborations, the Commission has been able to develop evidence-based policies aimed at reducing harm and promoting responsible gambling.

The role of NatCen in the GSGB

Mari Toomse-Smith, Director of Health and Biomedical Surveys at the National Centre for Social Research, commented on the renewed contract:

“We are honoured to have been trusted by the Gambling Commission to lead on the delivery of the GSGB. We worked closely with the Commission to design a state-of-the-art survey and are pleased to be able to continue the GSGB journey with the Gambling Commission and the University of Glasgow.

“GSGB plays a pivotal role at the UK gambling data infrastructure, and its potential will only grow with each new survey year.”

NatCen’s expertise in survey methodology and social research underpins the GSGB’s reputation for reliability and accuracy. Their leadership ensures that data collected is methodologically sound and suitable for high-level statistical analysis. Furthermore, NatCen’s capacity to adapt survey instruments in response to emerging trends in gambling ensures that the GSGB remains relevant in an industry that is rapidly evolving due to technological innovation and changing consumer habits.

Advancing gambling research through methodological innovation

Professor Heather Wardle of the University of Glasgow emphasised the importance of continuous methodological development in the survey:

“We are delighted to extend our contract with the Gambling Commission and our work on the GSGB. We’re excited to work with the Commission to explore how we can further enhance the GSGB, looking at how survey data can be merged with information about gambling from other sources, and looking at how we can better understand how behaviours change over time.

“We’re especially well placed to do this, having led methodological innovation on understanding gambling for the last 20 years.”

This commitment to methodological innovation includes the integration of novel analytical techniques and the use of advanced statistical models to interpret complex behavioural data. By combining survey results with other relevant datasets, researchers aim to gain a more nuanced understanding of gambling patterns, risk factors, and the efficacy of regulatory interventions. This approach also allows for longitudinal analysis, tracking how gambling behaviours evolve in response to policy changes, technological developments, and societal trends.

Supporting evidence-based policy and public health

One of the primary objectives of the GSGB is to inform evidence-based policy. By providing robust, nationally representative data on gambling behaviours, the survey enables regulators and policymakers to design interventions that are proportionate, targeted, and effective. This includes identifying at-risk populations, evaluating the impact of public awareness campaigns, and assessing the outcomes of regulatory changes.

In addition, the survey plays a key role in public health research by highlighting the prevalence of problem gambling and its association with broader social, economic, and mental health factors. Reports derived from GSGB data help public health authorities understand how gambling intersects with issues such as financial strain, social isolation, and psychological wellbeing. By providing detailed insights, the GSGB supports initiatives aimed at minimizing harm and promoting safer gambling practices.

Expanding the scope and reach of the GSGB

Looking ahead, the four-year contract will allow NatCen and the University of Glasgow to expand the scope and reach of the GSGB. This includes the exploration of new survey methodologies, the integration of emerging data sources, and enhancements in the accessibility and presentation of survey findings.

Such expansions are expected to increase the utility of the GSGB for a wide range of stakeholders, from government departments and regulators to academic researchers and public interest organisations. By continuously improving the survey, the Commission can ensure that policy and regulatory decisions are informed by the most comprehensive and reliable evidence available.

Collaboration and expertise driving success

The renewed contract exemplifies the importance of collaboration between regulators, academic institutions, and research organisations. NatCen and the University of Glasgow bring complementary expertise, combining methodological rigor, statistical analysis, and domain-specific knowledge in gambling research. This partnership ensures that the GSGB remains at the forefront of gambling research internationally.

The collaboration also highlights the UK Gambling Commission’s commitment to transparency, accountability, and data-driven decision-making. By investing in high-quality research, the Commission demonstrates a proactive approach to understanding and regulating gambling behaviours while safeguarding public interests.

Conclusion

The extension of the GSGB contract through 2029 marks a significant milestone in the evolution of gambling research in Great Britain. With NatCen and the University of Glasgow continuing to lead survey delivery and analysis, the GSGB is poised to remain a vital resource for regulators, policymakers, and the broader public.

By providing detailed, reliable insights into gambling behaviours and trends, the GSGB supports evidence-based decision-making, advances public health research, and promotes a safer, more responsible gambling environment across Great Britain. This latest contract not only ensures continuity in high-quality research but also opens new avenues for innovation, methodological advancement, and long-term monitoring of gambling patterns.

FAQs

What is the Gambling Survey for Great Britain?
The GSGB is the UK’s official survey measuring gambling behaviours and trends across Great Britain. It provides comprehensive, nationally representative data for research and policy.

Who has been awarded the new GSGB contract?
The UK Gambling Commission awarded the four-year contract to the National Centre for Social Research (NatCen) and the University of Glasgow.

When will the new contract take effect?
The contract covers the period from 2026 to 2029.

What is the purpose of the GSGB?
The survey aims to monitor gambling behaviours, provide evidence for policy and regulation, and identify patterns linked to problem gambling.

What contributions has the University of Glasgow made to the GSGB?
The University has conducted in-depth analysis, contributing to thematic reports and improving understanding of gambling behaviours in Great Britain.

What role does NatCen play in the survey?
NatCen leads survey design, data collection, and ensures methodological rigor, making the GSGB one of the most comprehensive gambling surveys globally.

How does the GSGB support public health?
It highlights gambling-related risks, prevalence of problem gambling, and associations with social and mental health factors, informing harm-reduction strategies.

Will the survey methodology change under the new contract?
The contract aims to expand and refine survey methodologies, including integration with other data sources to enhance analytical insights.

Why is longitudinal analysis important for gambling research?
Longitudinal analysis tracks changes in gambling behaviours over time, enabling better understanding of trends, risks, and regulatory impacts.

How does the GSGB benefit policymakers?
It provides high-quality, evidence-based data to inform regulations, public policy decisions, and initiatives to promote responsible gambling.