The latest findings from the UK Gambling Commission (GC) reveal a staggering 95% reduction in the number of VIP and high-value customer (HVC) schemes since the implementation of a new code of conduct in October 2020. The code, which was a result of a consultation between the GC and the Betting and Gaming Council, introduced stricter rules around the eligibility and management of VIP players, leading to a sharp decline in their numbers.
Before the code was enforced, there were 42,349 HVCs spread across 22 operators, but by 2024, that number had plummeted to just 1,616 HVCs across 18 operators. This drastic decrease reflects a shift from an average of 1,924.95 HVCs per operator to only 89.77, signaling a significant reduction in the prominence of VIP schemes in the UK’s regulated gambling market.
The new code required operators to carry out thorough checks on the betting behavior of players before admitting them into VIP programs, and prohibited incentivizing customers based on their losses. It also required these schemes to be overseen by senior management and imposed a strict ban on players under the age of 25 from joining these high-stakes programs.
UK Gambling Commission’s National Responsible Gambling Strategy
In 2016, the UK Gambling Commission unveiled a comprehensive strategy aimed at reducing gambling-related harm across the country over the next three years. This initiative, developed by the Responsible Gambling Strategy Board (RGSB), outlines various approaches to tackle problem gambling. The strategy applies to all forms of gambling, both online and land-based, including the National Lottery, and encompasses gambling products, environments, and marketing practices. It is designed to ensure the protection of vulnerable populations and improve consumer safety.
The strategy highlights 12 areas where action should be taken, such as understanding and measuring gambling harm, enhancing awareness of how gambling products and environments impact players, and improving methods for identifying harmful play.
Christopher Kelly, Chairman of the RGSB, emphasized that the strategy serves as a call to action for all stakeholders involved in the gambling industry, including operators, regulators, and government bodies, to work together toward minimizing gambling-related harm. The strategy is seen as a vital step forward in addressing gambling issues and promoting responsibility within the industry. However, Kelly acknowledged that achieving the desired outcomes will require significant expertise, resources, and ongoing commitment from all parties.
UK Gambling Commission Steps Up Action Against Unlicensed Gambling Markets
In addition to its crackdown on VIP schemes, the Gambling Commission has also been intensifying its efforts against unlicensed gambling platforms. The Commission recently issued a warning to licensed operators after discovering that their casino games were appearing on unlicensed websites targeting British consumers. This latest development highlights the risks posed by unregulated markets, which often fail to implement adequate safeguards such as anti-money laundering controls and social responsibility measures.
The Gambling Commission has outlined a series of proactive steps for operators, including performing rigorous due diligence on third-party suppliers and monitoring the unauthorized distribution of games. Operators who fail to comply could face significant penalties, including the suspension or revocation of their licenses.
Source:
“VIP Gambling Programs Plummet as UK Enforces Stricter Rules”, realmoneyaction.com, July 22, 2025.
