Report
High Value Customer and VIP Scheme Monitoring
Gambling Commission report focusing on research conducted into high value customer and VIP scheme monitoring
Gross Gambling Yield (GGY) from HVC scheme members
Proportion of operator GGY from HVC schemes
12 of the 18 operators with High Value Customer (HVC) or VIP schemes in 2023 to 2024 provided GGY information as part of the data request. Collectively, the HVC or VIP scheme members accounted for £63 million of GGY (n=12). Aggregating data from each reporting operator and cross-referencing with regulatory returns data on the total GGY reported by these licensees, the GGY generated by HVC or VIP schemes represents 3 percent of total operator GGY in 2023 to 2024 (n=12). For 3 operators, their schemes accounted for less than 1 percent of their GGY while 3 operators ran schemes that represented over 10 percent of their GGY and - in one case - the proportion was 30 percent. See Table 3 for data on the distribution.
Table 3: GGY share distribution (n=12)
| GGY share (percentage) | Frequency |
|---|---|
| Above 10% | 3 |
| Between 5% and 10% | 0 |
| Between 3% and 5% | 3 |
| Between 1% and 3% | 3 |
| Less than 1% | 3 |
Schemes that account for less than 1 percent of GGY were exclusively distributed among the largest operators (£100 million and above GGY). Schemes that accounted for more than 10 percent of GGY were distributed across one smaller (£10 million to £40 million GGY), 1 medium (£40 million to £100 million GGY) and 1 larger operator (£100 million and above GGY). All respondents with a share of GGY of over 10 percent were non-remote casinos.
Table 4: HVC schemes as a share of GGY by operator GGY (n=12)
| Operator GGY | HCV schemes as a share of GGY (percentage) | |||
|---|---|---|---|---|
| Less than 1% | 1% to 3% | 3% to 5% | Over 10% | |
| £10 million to £40 million | 0 | 1 | 0 | 1 |
| £40 million to £100 million | 0 | 1 | 3 | 1 |
| £100 million and above | 3 | 1 | 0 | 1 |
| Total | 3 | 3 | 3 | 3 |
Following-on from the finding in Table 4, we also explored differences between different categories of operators and found that the non-remote casinos (n=4) have a higher GGY per HVC or VIP scheme compared with remote operators and that, furthermore, the GGY from HVC or VIP schemes grew significantly over the period for which data was collected (see Table 7). Non-remote casino GGY associated with HVC schemes more than doubled over the 3-year period, while remote operators saw a decline over the same period.
It should be noted that increased GGY from HVC or VIP schemes - or increased membership of the schemes – is not evidence of anything inappropriate or any breaches of the regulations. As an interesting trend, however, it is reflected in the report’s recommendations.
Table 5: GGY associated with HVC or VIP customers by 2 selected sectors and year
| Year | Land-based casinos (n=4) | Remote (n=8) | ||
|---|---|---|---|---|
| Total GGY (£) | Average GGY (£) | Total GGY (£) | Average GGY (£) | |
| 2021 to 2022 | £19,189,033 | £4,797,258 | £16,465,761 | £2,058,220 |
| 2022 to 2023 | £34,795,760 | £8,698,940 | £22,189,654 | £2,773,707 |
| 2023 to 2024 | £52,439,971 | £13,109,993 | £10,878,603 | £1,359,825 |
Presence and membership of schemes Next section
Operation of HVC schemes
Last updated: 17 July 2025
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