This project represented a pioneering collaboration between the UK gambling industry, key stakeholders, independent social researchers, industry experts and innovators. Its aim was to not only understand the current landscape of Responsible Gambling (RG) within the industry, but to build on the wealth of research conducted to date regarding best practice RG activities. This project couldn’t have happened without the support of a range of operators, some of whom showed exceptional commitment to the process. During the seven working group (WG) meetings, contributors gave their time and experience, and importantly were also honest about areas for improvement and forthcoming with (and supportive of) new ideas. The conclusions and recommendations of the project were informed by this industry‑wide consultative approach, but are the independent views of the research team from Revealing Reality.