The number of VIP and high-value customer schemes has fallen by 95% per operator since a new code of conduct was introduced in 2020.
The number of high-value customers (HVCs), also known as VIPs, in Great Britain has declined by 95% per operator since the Gambling Commission (GC) introduced stricter rules in 2020.
In October 2020, a new code of conduct was implemented following consultations between the Gambling Commission and the Betting and Gaming Council. Under the updated rules, operators must carry out thorough checks before enrolling new VIP players, including closely monitoring their gambling behaviour.
Operators are no longer allowed to offer incentives to customers based on their losses, and all reward programs must now be managed by senior executives. Additionally, the code prohibits anyone under the age of 25 from participating in VIP schemes.
A vast difference
A report released Thursday by the Gambling Commission (GC), based on a recent data collection, revealed that prior to the 2020 policy shift, there were 42,349 high-value customers (HVCs) across 22 operators. Between April 2023 and March 2024, that number fell to just 1,616 HVCs across 18 operators.
This represents a 95% decline in HVCs per operator—from an average of 1,924.95 to just 89.77.
Despite the drop in HVC numbers, the percentage of operators running VIP schemes has remained relatively steady. In 2024, 60% of surveyed operators maintained such programs, compared to 55% in 2021 and 67% before the regulatory changes in 2020.
The report also noted a recent decline in gross gambling yield (GGY) from HVCs. However, operators did not submit data to compare current GGY levels with those from before the introduction of the new code.
GGY from VIPs down 51% in 2023-24
Eight operators submitted gross gambling yield (GGY) figures covering the past three years, showing a sharp decline. For the 2023–24 period, the total GGY was £10.88 million ($14.58 million), marking a 51% drop from the £22.19 million recorded in 2022–23.
The data also revealed that VIP schemes accounted for around 3% of the total GGY across the 12 operators that provided data.
According to the Gambling Commission’s report, “We found no clear evidence of widespread consumer concerns related to HVC or VIP schemes, based on our casework analysis and complaints data, as previously detailed.”
The Commission concluded that “overall, the market for VIP or HVC schemes likely remains significantly smaller than it was before the policy changes.”
Stricter regulations for VIP programs are among the proposals outlined in the UK government’s Gambling Act review white paper.
