High Rollers vs. Everyday Players: Who’s Steering Operator Strategies in 2025?
For any iGaming platform in the UK, the question isn't whether VIPs still matter; they absolutely do. The real poser is: how do we drive sustainable growth in 2025, especially now that regulations are tighter, acquisition costs are soaring, and mobile-first players are the norm?
Why the Old VIP Model is Tougher to Justify in the UK
Two main forces have reshaped the landscape: stringent regulation and escalating costs.
- Regulation tightening: The UK Gambling Commission’s 'High Value Customer' guidance (2020) brought considerable oversight to VIP programmes. This led to a significant drop – an estimated 90–95% – in active VIP accounts across licensed UK operators.
- Advertising limitations: While not a UK-specific example in the original text, it's worth noting that across Europe, including the Netherlands banning untargeted ads in July 2023, and Malta's stricter affordability checks (January 2023), a general trend of tighter advertising rules is evident, impacting how operators can reach potential players.
- Rising costs: Customer acquisition costs in mature European markets have climbed significantly. Reports suggest figures between £200–£320 per player, considerably eating into the efficiency of targeting a small, elite group. (Optimove, 2023)
The outcome: While VIP management hasn't disappeared, it's become an expensive, compliance-heavy, and less scalable endeavour. For many UK operators, player retention now offers better margins with lower risk.
Technology Has Levelled the Playing Field
Mobile-first design and real-time CRM platforms have transformed exclusive perks into standard expectations for many players.
- 5G adoption: With widespread 5G availability, expect seamless HD live casino experiences on almost any mobile device, making high-quality gaming accessible to all.
- CRM automation: Sophisticated tools now automate personalised offers and retention flows at scale, reducing the need for manual VIP management. This means better engagement for more players.
- AI-driven responsibility: Powerful AI platforms can monitor player behaviour to prompt responsible gambling interventions, showing how compliance and player engagement can be managed together effectively.
What used to be an exclusive 'VIP experience' now translates to seamless, personalised service for absolutely everyone.
The Kindred Insight: Why Balance is Key
In 2023, Kindred Group implemented stricter responsible-gambling controls as part of its 'Journey Toward Zero' initiative, aiming to reduce risky play. This resulted in an 11% quarterly revenue dip, largely attributed to decreased activity from high-value players.
Kindred's ethical stance was commended. However, it also highlighted a critical point: operators shifting too quickly from VIP reliance to strict mass-market retention might face short-term revenue impacts. The ongoing challenge lies in striking the right balance between compliance, profitability, and long-term sustainability for UK players.
What Everyday Players Actually Want
Every day, players aren’t chasing status; they’re chasing speed, clarity, and convenience.
That’s why accessible, fast-paced titles like Evolution’s Crazy Time, Spribe’s Aviator, and Pragmatic Play’s Sweet Bonanza top global engagement charts. These games fit mobile habits: quick, social, and easy to understand.
Operators like LeoVegas and Stake.com have leaned into this trend, refining UX for instant deposits, quick withdrawals, and personalized missions. The priority is usability, not luxury, and it’s paying off in consistent engagement.
Do Whales Still Matter?
Yes, but differently.
Industry estimates suggest roughly 70% of operator deposits still come from around 5% of players, especially in mature markets. That concentration persists, but reliance on it is declining as compliance pressure mounts.
The winning formula is balance: protect VIP value while ensuring long-term sustainability through broader retention systems.
Regulation: The Silent Engine of Change
Rather than a separate challenge, regulation has become the industry’s primary steering force. The UKGC, MGA, and KSA have shifted from regulating behavior to demanding proof of prevention. That’s pushing operators toward safer, transparent engagement models, where responsible-gaming data doubles as customer trust currency.
The Operator Playbook: What Works in 2025
1. Rebuild Loyalty for Scale
Replace tier ladders with mission-based progression and public achievement systems.
Track: 90-day retention, active session frequency, and mission completion rate.
2. Prioritize Mobile UX
Audit onboarding, deposit, and withdrawal journeys. Even a minor load delay can significantly reduce conversion.
Benchmark: <3 Seconds to load; <5 taps to deposit; support for Apple Pay or Trustly withdrawals.
3. Automate Personalization
Leverage CRMs like Fast Track or Optimove to trigger real-time offers based on player behavior.
Measure: uplift in conversion and retention versus static campaigns.
4. Operationalize Safer Gambling
Model programs after Entain’s ARC or Kindred’s Journey initiatives; proactive, data-driven, and auditable.
Track: intervention rate, player retention after responsible-gaming alerts.
5. Be Transparent
Simplify bonus terms, clarify wagering conditions, and ensure compliance messaging matches brand tone. In 2025, transparency is retention.
Common Pitfalls
- Over-bonusing: Spending heavily on deposit rewards erodes ROI and attracts short-term hunters.
- Copying retail VIP logic online: Digital players value speed and personalization, not concierge events.
- Ignoring mobile performance: UX bottlenecks remain one of the most preventable churn triggers.
- Treating all “everyday players” alike: Segment by play behavior, not deposit size.
Where the Trend Actually Points
Across public filings and vendor documentation, the trajectory is clear. High rollers still exist, but everyday players now shape the business model. Operators are investing in mobile design, CRM automation, and responsible gaming as the foundations of long-term growth.
Because in 2025, loyalty, not luxury, defines value.
FAQ
Why are online casino operators in the UK shifting focus away from VIPs?
Tighter regulation from the UK Gambling Commission (UKGC) and rising player acquisition costs have made mass-market retention a more stable and scalable strategy. Everyday players now provide the bulk of session volume and predictable Lifetime Value (LTV).
Does this mean VIP programs are disappearing in the UK?
No, they’re evolving significantly. VIP programs still exist, but they are now more compliance-driven, data-audited, and heavily focused on responsible engagement and player protection, in line with UKGC guidelines.
Which technologies are driving this transition in the iGaming sector?
Advanced technologies such as AI-powered CRM systems like Fast Track and Optimove, enhanced 5G mobile networks, and sophisticated tools like Entain’s ARC, which integrate risk scoring with personalisation, are key drivers.
How can UK operators improve player retention without relying on heavy bonuses?
Effective strategies include mission-based progression, personalised rewards tailored to individual player preferences, simplified mobile user experience (UX), and transparent communication. These methods are proven to build loyalty without excessive cost, aligning with responsible gambling practices.
What’s the biggest risk for UK online casinos in this transition?
The biggest risk is overcorrecting. Moving too quickly away from high-value players without a robust alternative strategy can negatively impact short-term revenue. The challenge lies in carefully balancing profitability with stringent UKGC compliance and player protection measures.
