Report
High Value Customer and VIP Scheme Monitoring
Gambling Commission report focusing on research conducted into high value customer and VIP scheme monitoring
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We undertook analysis of complaints data using a keyword search strategy. Between 2021 and 2023, a small number of complaints (fewer than 20; less than 0.2 percent of received calls) that were potentially linked to High Value Customer (HVC) or VIP schemes were received by the Gambling Commission’s contact centre. Using 4 keywords (HVC, VIP, loyalty, priority) we flagged complaints that potentially raised concerns about operators’ compliance with the Commission’s requirements on HVC or VIP schemes. There is no discernible trend in the data extracted (see Table 7).
Table 7: Complaints associated with VIP schemes over time
| Year | Potential complaints associated with HVC or VIP schemes |
|---|---|
| 2021 | 0 |
| 2022 | 11 |
| 2023 | 2 |
| Total | 13 |
We conducted a similar analysis of data from Resolver - a free, independent issue resolution service. For the period April 2023 to March 2024, we noted 6 potential complaints related to the operation of HVC or VIP schemes. Together this evidence indicates that there were no widespread consumer issues with operators’ use of HVC or VIP schemes in the latest financial year (2023 to 2024).
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High Value Customer and VIP Scheme Monitoring - Conclusions and next steps
Last updated: 17 July 2025
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