Are Online Casino VIP Programs Predatory?

In the wake of Responsible Gambling week, there is the lingering concern that online casinos are doing nothing more than paying lip service to the very real need to protect players from overextending themselves and accumulating debilitating debts.

In particular, a series of advertisements for VIP Player Hosts posted by several online casinos has sparked debate about what these operators deem to be acceptable behaviour in the pursuit of higher profit margins.

✓What Does A VIP Host Do?

The adverts in question listed a series of requirements and skills that are all aimed at extracting money from high-value players and grooming players into VIP’s while at no time mentioning the need for ethical standards, compulsive behaviour recognition or any other player protection activities.

Here are what gambling operators were looking for:

• Gala Bingo – Need a VIP host who can increase “overall player lifetime value and the revenue contribution for the VIP player base”
• Foxy Bingo – Need a VIP host who can “identify triggers” in big spenders, while also grooming players who “have the potential” to become high rollers.
• BetFred – Need a VIP host to manage “business crucial” big spenders through “hospitality events” and ongoing “rewards campaigns”
• 888 Casino – Need a VIP host to “undertake special projects” that directly promotes “the interests and welfare of the company at all times”, not the welfare of the player

While some of the adverts did include vague references to adhering to Gambling Commission guidelines the obvious conflict between the requirements for of the role and player welfare has drawn comment from those who have been impacted by the dark side of compulsive behaviour.

Tony Parente, a former VIP who received excessive gifts and bonuses from Ladbrokes and was found guilty of stealing money to fund his high-rolling lifestyle, said:

“The key responsibilities so clearly displayed in these adverts show that the role is target driven with no consideration of the harm it can create, enhance and sustain”

A sentiment echoed by Charles Ritchie, a representative of the Gambling with Lives charity, who deal with the loved ones left behind after gambling-related suicides. He called the practices called for in the advertisements “chilling” and “designed to maintain and increase addiction” with no care for the impact on the player and their families.

✓MP’s Push For Limits on Losses

These adverts sparked interest and concerns from several special interest groups and governmental bodies. Labour MP for Swansea East and deputy leader of Welsh Labour party, Carolyn Harris, said:

“The Gambling Commission must undertake an urgent review of the operation of VIP accounts and the inducements which gambling companies use to entice customers to gamble.”

These calls add fuel to fire began earlier this month by a group of MP’s who called for the Commission to impose loss limits on players at online casinos. These limits who effectively stop a player from playing once reached and would only recent at the beginning of each month.

The call saw several gambling operators take massive hits to their bottom lines which included a 14% loss for 888, a 13% loss for William Hill and 10% loss for GVC Holdings.

The Commission has already taken several operators to task over their management of VIP accounts including Betfred, Gala Coral, 32Red and LeoVegas.

If reform is not forthcoming from the operators themselves the public awareness this issue has garnered may force the Gambling Commission to take action and they are not known for showing restraint.