VIP Casino Schemes Plummet 95% Since 2020, Says Gambling Commission

The number of VIP and High Value Customer (HVC) schemes operated by gambling firms in Great Britain has dropped sharply, by 95% per operator, since the introduction of stricter rules in 2020, according to new data from the UK Gambling Commission (UKGC).

This change follows the implementation of a new code of conduct that took effect in October 2020. The code introduced tighter onboarding requirements for VIP players, requiring operators to run detailed checks on player affordability, monitor betting patterns more closely, and ensure executive oversight of reward programs. Additionally, individuals under the age of 25 are automatically excluded from these schemes.

VIP Numbers Drop Dramatically

The latest report, based on figures collected between April 2023 and March 2024, shows the number of active VIP or HVC participants fell to just over 1,600 across 18 operators. That’s a massive reduction from the 42,000+ VIPs recorded before the 2020 changes, when 22 firms submitted data. On average, that’s a drop from nearly 2,000 VIP customers per operator to fewer than 90.

Despite the sharp fall in player participation, the number of operators offering VIP schemes has remained relatively stable. Around 60% of those surveyed in 2024 still maintain some form of HVC program, compared to 67% in 2020 and 55% in 2021.

VIP Revenue Also in Decline

The Gambling Commission’s report also points to a significant decline in the revenue generated from VIP customers. Eight operators shared gross gambling yield (GGY) figures, showing that VIP-related revenue decreased by 51% year-over-year, from £22.2 million in 2022–23 to £10.9 million in 2023–24.

Overall, VIP players now contribute about 3% of total GGY across the sampled operators, with most of that revenue coming from land-based casinos. Online platforms appear to be less reliant on high-stakes VIP play following the regulatory shift, and generous online VIP and high roller casino bonuses have become far less common. Where they do exist, they're now subject to stricter oversight and player verification processes.

Tighter Oversight, Fewer Issues

The Commission also reviewed internal casework and complaints data to assess whether VIP schemes were still leading to consumer harm. The findings suggested that HVC-related issues were becoming less common in regulatory investigations. Additionally, every active VIP scheme is now required to be managed by a senior executive, who is held accountable for compliance with the updated rules.

While the report stops short of recommending further regulatory changes, the Commission made it clear that enforcement will continue where requirements are not being met. The current data suggests that the industry has largely adjusted to the reforms, with fewer risky incentives and stronger protections for consumers.

A Cautious but Stable Outlook

The UKGC’s report supports the view that the 2020 code of conduct has had a lasting impact on the structure and scope of VIP schemes. With no major resurgence observed since 2021, the market for high-value customer programs remains relatively small and stable compared to pre-regulation levels.

These findings will feed into the ongoing implementation of the UK government’s Gambling Act review, where VIP practices remain a key area of focus.