VIP gambler numbers collapse by 95% after UK crackdown, new Gambling Commission report shows

The number of VIP and high-value gambling customers in Britain has dropped by 95% per operator since new rules came into force in 2020, according to a report by the Gambling Commission (GC).

Before the crackdown, 22 operators reported a total of 42,349 VIPs. By 2023–24, that number had plunged to just 1,616 across 18 operators — an average drop from 1,925 VIPs per operator to just under 90.

The decline follows the GC’s October 2020 introduction of strict rules for VIP schemes. These included mandatory affordability checks, monitoring of betting behaviour, bans on rewarding losses, and age restrictions excluding anyone under 25. All VIP reward schemes must now be overseen by senior management.

Despite the fall in numbers, the share of operators offering VIP schemes has barely changed — 60% in 2024, compared to 55% in 2021 and 67% before the reforms.

VIP revenue has also taken a hit. Eight operators reported £10.88 million (US$14.59 million) in gross gambling yield (GGY) from VIPs in 2023–24 — down 51% from £22.19 million (US$29.77 million) the previous year. VIP customers now account for just 3% of overall GGY among the 12 operators that submitted full data.

The commission said it found no widespread consumer complaints about VIP schemes but concluded the market “remains depressed” compared to pre-2020 levels.

Tighter controls on VIP schemes are part of the UK government’s broader gambling reform agenda introduced through the Gambling Act review white paper.