Statistics and research release
High Value Customer and VIP scheme monitoring report
This report uses data from 2024 to consider the ongoing impact of the regulatory changes to HVC or VIP schemes.
Summary
Also published recently
In 2020, the Gambling Commission outlined concerns about the management and incentivisation of customers that were members of so called VIP or High Value Customer (HVC) schemes. That year, the Commission consulted on, and then introduced, changes to the way that these schemes could be operated.
An exercise in 2021 established that the prevalence and membership of HVC schemes reduced after the regulatory change was introduced. The headline findings in this report are that these schemes are no more commonplace now and the number of consumers in them has remained consistent. Additional data collected from operators indicates every HVC scheme now has a senior executive appointed to oversee and be held accountable for how the scheme is operated. Through this exercise, we also found that HVC schemes were less often assessed as being a contributory factor in issues under investigation within Commission casework.
The data and why we collected it
A data request exercise was conducted in 2021 with a sample of operators to investigate the early impact of the new regulation on the prevalence and membership of HVC schemes. This report is based on data collected in 2024, which followed a similar process to 2021 with the addition of further questions in the data request, a consideration of whether HVC or VIP schemes are referenced in Commission casework and a consideration of consumer complaint information.
Details
Full details of the methodology, strengths and limitations can be found in the High Value Customer and VIP Scheme Monitoring report.
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