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Exclusive Member Perks and Commitment to Responsible Betting

Exclusive betting perks for high-stakes gamblers serve as a potent magnet for attracting new users.

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High-stakes gamblers receive exclusive perks, serving as a potent draw for potential users, in VIP...
High-stakes gamblers receive exclusive perks, serving as a potent draw for potential users, in VIP betting schemes.

Exclusive Member Perks and Commitment to Responsible Betting

Going Big in iGaming: All About VIP Programs and Responsible Gaming

VIP programs, essentially privileged treatment for high-stakes gamblers, have become a powerful customer attraction technique in the iGaming world. Despite public concerns, these programs aren't inherently harmful, given proper implementation. Here's a lowdown on the VIP scene and its connection with responsible gaming.

"I don't fancy the term 'VIP.' It's not used in our line of work: we call them key accounts instead," said Conor Grant, former CEO of Flutter. "The simple truth is that there are bettors who canβ€”and want toβ€”spend more on gambling. Like any business, they desire superior service, and we're committed to delivering it."

Data from the UK Betting Commission reveals that VIP clients are a small but pivotal group of players. They contribute a significant chunk of the operator's deposits, as evidenced by the statistics:

  • In one instance, only 0.004% of clients invested the lion's share, amounting to 83% of an operator's deposits.
  • Across three operators, 3% of clients contributed 34%, 36%, and 48% of deposits.
  • A staggering 8% of the VIP clientele in a sample of 47,000 were problem gamblers.

These numbers may not accurately reflect the entire online gaming industry, but they paint a clear picture of the significance of VIP clients.

Industry Reacts

Analysts etched out opinions from key players in the industry regarding VIP programs. They brought up the topic of incentives, such as bonuses aimed at attracting high rollers or clients with bigger bets. At the time of assessment, William Hill had employees incentivized based on their earnings, while GVC had VIP managers with additional rewards.The Commission found it difficult to fathom how monetary incentives could encourage employees to wager large sums disregarding customer safety.

Consequently, multiple major UK operators teamed up with the Gaming Commission to establish task forces focused on consumer protection against gambling harms, concentrating on VIP incentives, safer online advertising, and product design.

Sustaining the VIP System Ethically

In conjunction with industry representatives and the Commission, safety guidelines for VIP rewards were set forth:

  • Ensuring clients are of legal age, aged 25 and above.
  • Implementing a thorough, mandatory verification process scrutinizing clients' spending patterns and safe gambling experiences.
  • Keeping detailed records of players' decision making and monitoring decisions at high levels.

Moreover, the Commission proposed that one of the prerequisites for an online operator's license should be that employees' salaries and bonuses are not contingent upon the frequency, duration, or volume of gambling by a client they've engaged with, the amount spent or lost, or the operator's gains from that client.

While these clients drive the industry's profits, operators might overstep responsible gaming boundaries by encouraging excessive betting. Yet, these studies shed light on organizing engaging practices ethically and within regulatory boundaries.

First published in Russian on May 2, 2025.

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  • In the iGaming industry, casino-gaming high rollers, often referred to as VIP clients or key accounts, contribute a substantial portion of an operator's deposits (83%, in one instance).
  • To sustain the VIP system ethically, regulatory guidelines suggest implementing stricter verification processes, maintaining detailed records of players' activities, and ensuring that employees' compensation is not tied to the volume or frequency of a client's gambling.

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