What is VIP programme?
A VIP programme is an operator scheme that offers extra rewards, account managers and personalised incentives to its highest-spending customers.
Members may receive cashback, gifts, event tickets, faster withdrawals and bespoke bonuses. Tiered loyalty programmes for broader customer groups often feed into the VIP level.
VIP schemes have been a focus of regulatory concern because incentives aimed at heavy gamblers can encourage harmful play. In 2020 the UK Gambling Commission introduced rules requiring operators to verify the affordability of a customer's gambling and assess their risk before they enter a high-value customer scheme. Several large fines have related to failures in VIP management.
In industry reporting, a shift away from VIP-driven revenue is often cited as a factor in operators' changing financial results. Operators now typically review VIP membership regularly and record their checks. Several operators have scaled back or closed VIP schemes as a result of these rules and of large regulatory penalties.