Gaming Industry VIP Programs Experienced No Resurgence, According to UKGC Report
In October 2020, the UK Gambling Commission (UKGC) introduced a significant overhaul of VIP or High Value Customer (HVC) schemes in the gaming industry, following consultations with the Commission [1]. This regulatory shift has led to a dramatic decline in the presence and impact of these schemes.
The new rules imposed mandatory checks on customer affordability, source of funds, and financial vulnerability. They also banned participation by those under 25 and required operators to appoint a senior executive with a personal management license to oversee VIP activity [1]. This framework marked the first time personal accountability was directly linked to operational risk.
Since 2020, the average number of VIP customers per operator has plummeted by 95 percent, with the total VIP customers decreasing from 42,349 in 2019-2020 to 1,616 in 2023-2024 [1]. Correspondingly, VIP-related issues now account for less than 0.5 percent of UKGC enforcement actions as of 2025 [1].
The revenue generated by VIP programs has also taken a hit. In 2022, the Gross Gaming Yield (GGY) from VIP customers was Β£22.19 million, but this figure dropped to Β£10.88 million in 2023-2024, marking a 51% decrease over two years [2]. It's worth noting that even among large online operators, GGY related to VIP is often less than 1% [2].
The clampdown on VIP programs reflects broader efforts in the UK gambling sector to enhance responsible gambling and financial risk oversight [3]. With these stringent regulations in place, the industry's landscape now demands rigorous checks and senior executive accountability, which together sustain this downward trend in VIP scheme prominence and associated harms [1][3].
In addition, new fine guidelines were introduced in October 2025, with fines now tied to the operator's GGY. Level 5 violations can reach up to 15% of the relevant income [4]. These measures underscore the UK's commitment to maintaining one of the worldβs strictest licensing regimes and protecting consumers.
[1] UK Gambling Commission (2020). Review of VIP and High Value Customer Programmes. [2] UK Gambling Commission (2023). Gambling Industry Statistics. [3] Gambling Commission (2021). Strategy for the UK Gambling Sector. [4] UK Gambling Commission (2025). New Fines Guidelines for Regulatory Breaches.
The stringent checks on customer affordability and financial vulnerability, as well as the ban on participation by those under 25, have led to a decline in the number of VIP customers in the UK gaming industry, with a 95% drop seen between 2019-2020 and 2023-2024. The new rules have also impacted the banking and insurance sector, as operators are now required to appoint a senior executive with a personal management license to oversee VIP activity, and fines for Level 5 violations can reach up to 15% of the relevant income in the casino and gambling industry.
