UK operators to limit VIP access to over 25s

Gambling VIP programmes will be restricted to customers over the age of 25 under new proposals to be introduced by the Betting and Gaming Council (BGC) as part of its collaboration with the UK Gambling Commission.

The new proposals were recommended by GVC in collaboration with the BGC, as part of the operator working group initiative introduced by the UKGC in January.

Thorough and enhanced spending, responsible gambling and due diligence checks will also take place before players are able to join VIP programmes.

The high roller schemes have been the source of several negative headlines for the sector in recent years, most recently in March, when BGC member Betway was fined £11.6m by the UKGC for allowing a VIP to deposit £8m, losing £4m over a four-year period.

The industry-led group has also committed to the development and maintenance of full decision-making audit trails be maintained for any individual joining these programmes, which will now be introduced by all BGC operator members.

The UKGC has also released recommendations made by operators working within the VIP, game design and online advertising working groups.

The group to develop an industry code for game design, overseen by Playtech and Scientific Games, has initially called for a minimum spin speed of 2.5 seconds on all slots.

In addition, the firms have said game features which encourage intensive play such as turbo buttons should be removed, as well as the removal of any high-risk split-screen slots games.

The group will provide a more detailed plan targeting in-game messaging and the potential creation of a BGC testing lab for other in-game features by September 2020.

In response, the UKGC has said it will launch consultations on the proposed measures before incorporating them into the existing LCCP framework for all licensed UK operators.

UKGC CEO Neil McArthur welcomed the commitments made by the BGC and praised the industry for continuing the work on measures during the coronavirus lockdown, but insisted further action would be necessary.

“While we are encouraged by industry proposals for making gambling products safer, we now call on operators to implement those proposals rapidly; but the proposals do not go far enough and we will now consider what additional measures we should impose on operators,” said McArthur.

“Ultimately, actions speak louder than words and any operator that does not put consumer safety first will find itself a target for enforcement action,” he added.

Neil McArthur said the new proposals were encouraging but called for more action from operators

The online advertising technology group, overseen by Sky Betting & Gaming (SBG), has called for the introduction of a PPC marketing approach under which advertising is only targeted at those aged 25 or over, where online platform technologies allows.

In addition, the group has called for the development of an affiliate code of conduct mirroring operator commitments to ensure that all measures undertaken by operators are also implemented by affiliates.

SBG has also requested the development of a common list of negative search terms, as well as more consistent use of customer data in marketing messaging targeting and age-gating of YouTube channels.

The measures have already been approved by the BGC and will become effective for all of its members by July 2020 at the latest.

BGC chair Brigid Simmonds said the new VIP measures, in conjunction with its recent 10-pledge Covid-19 action plan and safer gambling comments, would “significantly transform” the gambling environment for the public.

“I am pleased with our members’ hard work and continued commitment to delivering substantial progress on the three safer gambling challenges set by the Gambling Commission on high value customers, advertising and game design,” said Simmonds.

“We agree with the Gambling Commission that there is still more work to do and we will rise to the ongoing challenge,” she added.