Fresh questions have been raised about the reliability of gambling participation figures published through the Gambling Survey for Great Britain (GSGB), following new analysis presented by industry researcher Dan Waugh of Regulus Partners.
The study examined GSGB participation estimates alongside administrative and industry data, identifying significant differences across several gambling sectors. According to Waugh, the survey appears to report substantially higher participation levels than those indicated by operator records and other market benchmarks.
Among the most notable discrepancies were figures relating to casino gambling, football pools and betting exchanges. The analysis suggested that GSGB estimates for casino participation were several times higher than numbers derived from industry data, while football pools participation also showed a considerable gap.
Waugh argued that the differences are likely linked to methodological issues, including survey bias and sampling challenges. He questioned whether some respondents may incorrectly report gambling activity or whether certain groups are overrepresented within the survey sample.
The GSGB was introduced by the UK Gambling Commission as its primary source of official statistics on gambling behaviour, replacing previous survey approaches. The survey gathers responses from around 20,000 people annually and is designed to provide regular insights into participation trends, gambling-related harm and consumer behaviour.
Despite the criticism, the survey remains the Commission’s flagship research tool. Independent reviews have acknowledged its value in providing comprehensive and timely data while also recommending ongoing improvements to methodology and transparency.
The latest debate adds to wider discussions within the gambling sector about how gambling participation and problem gambling rates should be measured, particularly as GSGB findings continue to play an important role in shaping regulatory policy and public debate across Great Britain.