Report
High Value Customer and VIP Scheme Monitoring
Gambling Commission report focusing on research conducted into high value customer and VIP scheme monitoring
Presence and membership of schemes
The proportion of operators with High Value Customer (HVC) or VIP schemes has not changed significantly since 2021. 60 percent of operators reported currently operating a HVC or VIP scheme (n=30). This remains at the same level (or not significantly different) from 2021 where the proportion was 55 percent (n=33). This compares with the pre-policy position where two-thirds (67 percent, n=33) of operators had an HVC or VIP scheme.
Only 1 operator in this data collection exercise reported closing their HVC or VIP scheme due to the changing requirements introduced in 2020. No respondents offered bespoke incentives (for example, bonuses, hospitality days) to selected customers outside an HVC or VIP scheme.
HVC or VIP Customers enrolled
The average HVC or VIP scheme had 90 customers enrolled in 2023 to 2024 (n=18). This is similar to the mean average following the policy change in 2021 (95, n=18). The median shows an increase from 36 following the policy change in 2021, to 66 in the latest year (see Table 2).
Table 2: HVC or VIP customers by data source (summary statistics)
| 2021 data request | 2024 data request | ||||
|---|---|---|---|---|---|
| Pre-policy (n=22) | Post-policy (n=18) | 2021 to 2022 (n=17) | 2022 to 2023 (n=17) | 2023 to 2024 (n=18) | |
| Customers enrolled | 42,349 | 1,711 | 1,710 | 1,637 | 1,616 |
| Mean | 1,925.0 | 95.1 | 100.6 | 96.3 | 89.8 |
| Median | 166 | 35.5 | 66 | 77 | 66 |
| Maximum | 22,000 | 529 | 275 | 305 | 333 |
| Minimum | 7 | 2 | 11 | 3 | 1 |
Respondent characteristics Next section
Gross Gambling Yield (GGY) from HVC scheme members
Last updated: 17 July 2025
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