High Rollers vs. Everyday Players: Who’s Steering Operator Strategies in 2025?

If you're running an iGaming platform, the question isn't 'Do VIPs still matter?'; they absolutely do. The real question for 2025 is: What drives sustainable growth now that regulations are tighter, acquisition costs are rising, and mobile-first players dominate the scene?

Public reports and operator filings clearly show a pattern: while VIP programs persist, the significant investments are now directed towards scalable retention strategies, automation, and enhancing player lifetime value.

Why the Old VIP Model Is Harder to Justify

Two major forces have reshaped the landscape: stricter regulations and escalating costs.

• Regulation tightening: The UK Gambling Commission’s High Value Customer guidance (2020) imposed strict oversight on VIP programs, leading to an estimated 90–95% drop in active VIP accounts across licensed UK operators.
• Advertising limits: The Netherlands banned untargeted gambling ads in July 2023, while Malta’s updated Player Protection Directive (January 2023) introduced stronger affordability checks and monitoring rules.
• Rising costs: Customer acquisition costs in mature European markets climbed to ₹20,000–₹33,000 per player (Optimove, 2023), significantly eating into the efficiency of chasing a small, elite group.

The outcome: VIP management hasn't disappeared, but it has become costly, compliance-heavy, and less scalable. Player retention, however, now offers better margins with lower risk on a daily basis.

Technology Bridges the Gap: Making the VIP Experience Accessible for All

With the rise of mobile-first design and real-time CRM platforms, what was once exclusive VIP treatment is becoming the baseline expectation for all players.

• 5G adoption: Ericsson's projections for June 2025 foresee nearly 3 billion global 5G subscriptions, paving the way for seamless HD live casino gameplay on even mid-range devices.
• CRM automation: Tools like Fast Track and Optimove automate personalized offers and retention flows at scale, eliminating the need for manual VIP management.
• AI-driven responsibility: Entain’s ARC (Advanced Responsibility & Care) platform exemplifies how behavioral data can trigger personalized interventions, demonstrating how compliance and engagement can coexist within the same tech stack.

The 'VIP experience' has evolved from exclusive white-glove service to offering frictionless personalization for everyone.

The Kindred Case: Why Balance is Key in India's Gaming Scene

In 2023, Kindred Group implemented stricter responsible-gambling measures as part of its 'Journey Toward Zero' initiative, voluntarily curbing risky play. This led to an 11% quarterly revenue drop, largely attributed to reduced activity among high-value players.

Kindred's move was ethically commendable. However, it also highlighted a crucial point: operators pivoting too abruptly from VIP reliance to strict mass-market retention can face short-term revenue declines. Striking the right balance between compliance, profitability, and sustainability remains a critical challenge for online casinos in India.

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.