UK Gambling Commission Updates Review on High-Value Customer Schemes

UK.- July 18, 2025 www.zonadeazar.com New 2024 findings show stable participation levels and improved oversight

The UK Gambling Commission has released updated findings on high-value customer (HVC) schemes, underlining ongoing risks to player protection despite regulatory improvements and reforms implemented since 2020.

Key developments

• HVC activity has remained steady since 2021, following a significant initial drop

• All active schemes now require executive oversight

• HVCs are less frequently linked to regulatory violations

In 2020, the regulator raised serious concerns about how VIP customers were incentivised, pointing to heightened risks of gambling harm and potential links to criminal activity. This prompted new, stricter rules, and initial 2021 data showed a 90% drop in HVC participation.

The new 2024 findings indicate that participation has stabilised and oversight has improved. Each active HVC scheme must now be overseen by a senior executive to ensure compliance and accountability.

Importantly, HVC schemes are now cited less often in regulatory breaches, suggesting improved governance across operators.

HVC revenue impact and sector insights

The Gambling Commission estimates that around 3% of gross gambling yield (GGY) in the sample comes from HVCs, although this varies between operators. Land-based casinos appear more dependent on HVCs, which the regulator notes is expected due to their clientele and operating model.

Though this does not currently raise red flags regarding consumer harm, the Commission emphasizes the importance of continued oversight.

Ongoing vigilance despite limited concerns

While the results show signs of improvement and responsible implementation, they remain somewhat inconclusive. The Gambling Commission stated that it will continue monitoring closely and intervene when operators fail to meet expected standards.

Good to know: The Commission also recently released a qualitative study exploring experiences of problem gambling in the UK.

Edited by: @MaiaDigital www.zonadeazar.com