VIP Gambling Programs in Decline Amid Stricter UK Regulations
A recent report from the United Kingdom Gambling Commission (UKGC) reveals a dramatic 95% reduction in the number of high-value customer (HVC) programs, often known as VIP schemes, following stricter regulatory changes enforced in 2020. According to the GC, the number of VIP participants per operator fell significantly from 42,349 across 22 operators to just 1,616 in the year between April 2023 and March 2024.
These changes stem from an updated code of conduct, which was developed in collaboration with the Betting and Gaming Council. The code now requires operators to perform thorough checks on potential VIPs, including assessments of their gambling behavior and financial situation. There is also greater oversight of these schemes, including senior-level monitoring of reward programs. Additionally, individuals under the age of 25 are excluded from these schemes, a policy shift aimed at improving player protection in the United Kingdom.
While VIP programs remain in place for some operators, the overall market for VIP engagement has drastically decreased. Despite this, the percentage of operators offering VIP programs has stayed relatively stable, moving from 67% in 2020 to 60% in 2024.
New Limits on Gambling Promotions
In a broader push for consumer protection, the UK Gambling Commission is preparing to introduce new limitations on gambling promotions. Starting December 19, 2025, the Commission will restrict operators from offering promotions requiring participation in multiple game types, such as both slots and sports betting, due to growing concerns over the associated harms. Furthermore, wagering requirements for unlocking bonuses will be capped at ten times the bonus amount, aiming to simplify promotions and reduce gambling-related harm.
The UKGC's decision is based on a growing body of evidence indicating that mixed-product gambling and high wagering requirements lead to harmful patterns of behavior. These new rules seek to make gambling offers more transparent, less complicated, and ultimately safer for consumers.
Crackdown on Unlicensed Gambling Operators
The UK Gambling Commission is intensifying its efforts to combat unlicensed gambling platforms operating within the UK. After discovering that some licensed operators' games were appearing on unregulated sites, the Commission issued a strong warning to those involved. These unauthorized platforms often lack the consumer protection measures required by law, such as anti-money laundering (AML) controls and social responsibility protocols.
Operators who provide their games via third-party resellers were urged to enhance their oversight and take immediate action against non-compliant partners. The UKGC is ramping up enforcement in 2025, which will include test purchases and collaboration with internet service providers (ISPs) to block access to unregulated gambling sites. CEO Andrew Rhodes emphasized the need for operators to take responsibility and avoid supporting illegal markets, stating that it is "unacceptable" for licensed operators to facilitate illegal gambling.
Source:
“VIP Gambling Programs Plummet as UK Enforces Stricter Rules”, realmoneyaction.com, July 22, 2025.