High-value customer (HVC) schemes, often referred to as VIP programs, have undergone a dramatic transformation in the UK gambling landscape. According to a recent Gambling Commission (GC) report, there has been a 95% decline in the number of HVCs per operator since the introduction of tougher standards in 2020.
The changes stem from an October 2020 code of conduct, jointly developed by the GC and the Betting and Gaming Council. The code mandates stringent checks before customers can be designated as VIPs, including assessments of their betting patterns, affordability, and potential vulnerability. Additional safeguards include senior-level oversight of reward programs and a prohibition on enrolling individuals under 25.
Significant Drop in VIP Participation and Revenue
The Commission’s latest analysis, based on data collected from 18 operators between April 2023 and March 2024, reveals a steep reduction in the number of VIP players—from 42,349 across 22 operators before the new rules to just 1,616. That translates to a drop in average HVCs per operator from 1,924.95 to 89.77.
Interestingly, the proportion of operators offering VIP programs has remained relatively stable—60% in 2024 compared to 55% in 2021 and 67% in 2020, just before the policy shift. Despite the presence of these programs, the market for VIP engagement is now considerably smaller than before.
While participating companies did not supply comparable figures for gross gambling yield (GGY) prior to the code’s introduction, eight operators did share data covering the past three years. For the 2023-24 period, GGY from VIPs totaled £10.88 million ($14.58 million), a sharp 51% drop from the £22.19 million recorded in 2022-23. Overall, VIP schemes accounted for about 3% of the GGY reported by 12 operators.
The GC noted: “We found no clear evidence of widespread consumer concerns arising from HVC or VIP schemes from analysis of Gambling Commission casework, and complaints data as further explained previously. Overall, it is likely that the market for VIP or HVC schemes remains ‘depressed’ compared with the pre-policy situation.”
Regulator’s Strategy: Protection First, Compliance Mandatory
The crackdown on VIP incentives is part of a broader government initiative laid out in the Gambling Act review white paper. These reforms were sparked by repeated failures in how high-value players were treated, including irresponsible promotions and insufficient player protection.
The Commission previously observed a 70% reduction in VIP enrollments even before the formal code was implemented. McArthur credited the early decline to the industry-wide call for reform and warned that further action, including an outright ban on VIP schemes, would follow if operators failed to meet expectations.
More Oversight on the Horizon
The GC is also preparing to expand its regulatory toolkit. An upcoming consultation will address customer interaction protocols—particularly the assessment of affordability and vulnerability—as well as early intervention practices.
The Commission’s efforts reflect a continued commitment to reining in problematic behavior in the gaming sector and ensuring robust safeguards for players across the UK.
Source:
“Dramatic reduction in VIP schemes since 2020, Gambling Commission report finds”, igamingbusiness.com, Jul 18, 2025
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