UK VIP Customer Numbers Drop 95 Percent Since 2020 Rule Change

Stricter rules on VIP betting schemes have reshaped the gambling landscape in Great Britain, with the number of high-value customers (HVCs) plummeting 95% per operator since the changes took effect in 2020.

A new report from the UK Gambling Commission (GC) shows that the industry’s VIP segment is a shadow of its former self, following tightened guidelines on how gambling operators manage and reward their highest-spending players.

Good to know

• HVCs per operator dropped from 1,925 to just 90 between 2020 and 2024.
• VIP schemes generated £10.88 million in GGY for 2023-24, down 51% from the previous year.
• 60% of operators still run VIP programs, similar to previous years despite tighter rules.

The 2020 changes required operators to introduce strict monitoring of betting behavior, complete enhanced background checks, and limit access to those 25 or older. Operators were also prohibited from offering incentives tied to customer losses, and all VIP programs must now be overseen by senior management.

Before these reforms, 22 gambling firms reported 42,349 high-value customers. Between April 2023 and March 2024, just 1,616 HVCs were reported across 18 operators—an average fall from 1,925 to fewer than 90 per company.

The drop did not coincide with a decrease in VIP scheme availability. The GC noted that 60% of operators still run VIP schemes in 2024, close to the 55% figure in 2021 and 67% in 2020.

Financially, the shift has been dramatic. Eight companies that shared their gross gambling yield (GGY) data reported £10.88 million from VIP programs in 2023-24, down from £22.19 million in 2022-23. That represents a 51% decline. VIPs now account for just 3% of total GGY among the operators that took part.

Despite the clear contraction in VIP activity, the GC said there was “no clear evidence of widespread consumer concerns” linked to these programs. The Commission added that the market for VIP schemes remains “depressed” compared to its pre-regulation peak.

Further changes may still come. The UK government’s Gambling Act review has highlighted VIP regulation as a key area of focus, indicating that the pressure on these schemes is unlikely to ease.

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