UKGC Cracks Down on VIP Schemes, Gambling Promotions, and Unlicensed Operators
The UK Gambling Commission (UKGC) recently reported a 95% drop in high-value customer (HVC) programs, or VIP schemes, following stricter regulations in 2020. The number of VIP participants per operator fell from 42,349 to just 1,616 between April 2023 and March 2024.
The decline follows an updated code of conduct, created with the Betting and Gaming Council. The new rules require operators to assess the gambling behavior and financial status of potential VIPs. They also include more oversight of VIP schemes, with senior-level monitoring. Additionally, individuals under 25 are now excluded from these programs to improve player protection.
Despite the drop in VIP participation, the percentage of operators offering these programs has remained stable, decreasing only slightly from 67% in 2020 to 60% in 2024.
New Limits on Gambling Promotions
In December 2025, the UKGC will introduce new rules limiting gambling promotions. Operators won’t be allowed to offer promotions that require participation in multiple game types, such as slots and sports betting. The aim is to reduce gambling-related harm.
Wagering requirements to unlock bonuses will also be capped at 10 times the bonus amount. This change follows evidence that mixed-game gambling and high wagering requirements contribute to problematic behavior. The new rules aim to simplify promotions and improve transparency.
Crackdown on Unlicensed Gambling Operators
The UKGC is stepping up efforts to target unlicensed gambling sites. The Commission discovered that some licensed operators’ games appeared on unregulated platforms. These sites lack essential consumer protections, such as anti-money laundering (AML) controls.
Operators who supply games to third-party resellers are urged to tighten oversight. The UKGC plans to ramp up enforcement in 2025. This will include test purchases and working with ISPs to block access to illegal gambling sites. CEO Andrew Rhodes stressed that licensed operators must take responsibility and avoid supporting illegal gambling.
