Entertainment
Great Britain’s 95% decline in VIP clients: Is this a headache for online casinos?
Thanks to a 2020 change in rules surrounding VIP experiences at online casinos in the UK, operators were faced with a new challenge. As tighter regulations were introduced by the UK Gambling Commission, extra pressure was put on operators for the running of their high-value customer schemes (HVCs).
VIP experiences have always been part and parcel of the casino experience, and with the world of gambling heavily shifting online since the turn of the century, the path it has taken has been full of twists and turns regarding the rules surrounding it. Legal online casinos such as those reviewed and ranked by https://legalcasino.uk/, a service which studies and compares UK gambling operators, have to adhere to the regulations as set out by the Gambling Commission to initially get an operating licence. They also face regular checks and audits to ensure that standards of game fairness, finances and Responsible Gambling are all being upheld. This heavy scrutiny is why it is always recommended to only play at UK-licensed operators.
But how did the tighter regulations affect online casinos? The official figure, according to iGB, a portal dedicated to the regulated global online gambling industry, is a 95% drop of VIP customers. Let’s have a closer look at what VIP online casino experience is and what this dramatic decline really means.
What are VIP programmes?
VIP programmes at online casinos are designed to replace the in-person experience of getting levels of service above and beyond that of regular players. They are linked to dedicated players who have higher bankrolls and typically bet big.
They generally operate on a tiered system, where points are earned from gambling to climb through the levels. Naturally, the higher the VIP tier is, the greater the rewards like faster withdrawals, a personal account manager, higher deposit limits and customer support priority.
It’s also common to find tailored promotions and bonuses in the higher tiers of VIP clubs, with things like physical gifts, experiences and invitations to VIP tournaments.
Getting in the club
VIP programmes at online casinos are typically invite-only. Operators will monitor deposit and betting activity and reach out to a player to see if they want to join. Among the main criteria are value and frequency of deposits, along with value and volume of bets placed. Some operators allow customers who believe they should be in the VIP club the chance to reach out to customer support to see if they can get in.
Harder entry
The 2020 regulation changes, which came about after talks between the Gambling Commission and the Betting and Gaming Council, meant that VIP club handling got a little more difficult for operators.
Among the main changes, more rigorous checks on a player’s background, finances and their betting behaviour become a requirement before joining, to help protect players from getting into something difficult to monetarily sustain.
As well as prohibiting anyone under the age of 25 from entering such a scheme, the new rules also forced senior management to oversee them, and perhaps the biggest shake-up was that the new regulations meant that casinos could no longer incentivise VIP experiences based on customer losses.
How did the changes affect operators?
Having studied the impact of the changes in the industry after the new regulations, the Gambling Commission reported that the number of High Value Customer Schemes dropped from 42,349 (22 operators) to 1,616 (18 operators) between April 2023 and March 2024.
That equated to a massive 95% drop in players registered for VIP programmes, leaving operators with an average of just 89.80 VIPs compared to 1,925 at the start of the period.
From the number of operators involved in the survey, around 60% of them were still offering VIP schemes, down from 67% before the regulatory changes were introduced. So the amount of available programmes has remained fairly stable, but just the number of players being onboarded has dropped dramatically.
The bigger headache
This naturally resulted in a big headache for online gambling platforms, namely a significant loss in gross gambling yield (GGY) from VIP programmes. In the 2023-24 financial year, the total generated by VIP programmes, according to the same report, was £10.87 million, down 51% from the 2022-23 period GGY (£22.18 million). The numbers indicate that the tighter regulations have meant a significant depression in this income stream for operators.
Player protections
The measures introduced by the Gambling Commission were designed with player protection in mind, to help prevent vulnerable individuals from getting exploited, by forcing casinos to take more rigorous steps to ensure that what a player was spending as a VIP was affordable.
Further protections by stopping incentives like cashback on losses and bonuses for losing streaks have also played a part in putting the brakes on participation. The concern with tiered rewards is that players can overspend just to achieve new ones or sustain their current levels, which can lead to problem gambling.
VIP Programmes are still available, but it appears to no longer be the powerhouse of an income stream that it once was.
Entertainment
Gavin & Stacey stars reunite for Christmas advert
GAVIN & STACEY favourites Joanna Page and Mathew Horne have reunited on screen for a Christmas special – though not the one fans might have hoped for. Instead of returning to Barry or Billericay, the duo appear together in a new festive advert for Waitrose, sharing a turkey pie while responding to a fan’s heartfelt letter about expressing love through food.
The short film marks their appearance in How to Say It With Food, a six-part series in which Page and Horne tackle some of the nation’s most common Christmas food dilemmas. The clip opens with Page teasingly nodding to their iconic sitcom: “Oh, you didn’t think we’d let Christmas roll around without showing up again, did you?”
Horne quickly follows with his own playful line: “Us? Miss Christmas? Not a chance. But this time we’re here to help you say it with food.”
The pair are then handed an envelope “from Santa”, containing a letter from a viewer asking how he can show his “leading lady” he loves her through food. Mathew quips: “First time saying it, you want a statement. Sixteenth time, you want a statement that doesn’t involve socks.”
He then introduces Waitrose’s new Christmas advert starring Keira Knightley and Joe Wilkinson. The main campaign follows an unlikely festive romance sparked by Sussex Charmer cheese and culminating in Wilkinson presenting Knightley with a turkey pie decorated with the words “I love you”. Watching the moment unfold, Page smiles at Horne and mirrors another classic Gavin & Stacey reference: “Oh, that’s so romantic.”
The duo are soon given their own turkey pie to try. Horne eagerly tucks in before cutting Page a slice, prompting laughter from his co-star. The advert ends with the pair wishing viewers a Merry Christmas as Knightley and Wilkinson share a warm festive kiss on screen.
The reunion comes almost a year after audiences tuned in to the BBC sitcom’s much-anticipated finale, which drew an impressive 12.3 million viewers on Christmas Day. The episode wrapped up storylines including Gwen’s blossoming romance with Dave Coaches, Smithy’s near-wedding to Sonia, and the moment fans had long debated – Smithy and Nessa tying the knot.
Reflecting on the new project, Page said: “You thought you’d seen the last of us! Well, we’re back and what fun we had.” She added: “It was such a treat working with Mat… food is what brings people together over the festive season.”
Horne described the experience as “brilliant”, calling their on-screen reunion “a Christmas tradition”.
Entertainment
Filming for new season of S4C crime drama Cleddau returns to Pembrokeshire
Production crew spotted in Pembroke Dock, Neyland and Burton as series set for 2026 release
FILMING has returned to Pembrokeshire this week for the next season of Cleddau — the hit S4C crime drama released in English as The One That Got Away.
The production crew has been seen in Pembroke Dock, Neyland and Burton capturing new scenes for the upcoming 2026 series. Local photographer Gareth Davies shared images of the team working along the estuary, describing “a real buzz” in the area as cast and crew returned after the success of the first season.
Crime thriller rooted in the Cleddau estuary
Cleddau follows a murder investigation that reopens buried secrets in a quiet west Wales community. The show has been praised for its atmospheric storytelling, strong performances and striking use of local Pembrokeshire scenery — with the Cleddau estuary itself forming a central part of the series’ identity.
Residents have reported seeing cameras and production vehicles around familiar walking routes, waterfront areas and estuary-side villages as the crew makes full use of the landscape that inspired the show’s name.
Local interest and economic boost
The return of filming has been welcomed locally, bringing attention, visitors and activity into communities along the waterway. For many residents, the excitement lies in spotting familiar places on screen when the new season airs next year.
The new series of Cleddau is expected to be broadcast in 2026.
Entertainment
Cardigan Theatre brings Beauty and the Beast to Mwldan this Christmas
Festive panto promises magic, music and family fun
CARDIGAN Theatre is set to bring festive magic to Theatre Mwldan this Christmas with a fun-filled production of Beauty and the Beast, running from 21–29 December. The pantomime is written and directed by Jonathon Preece and promises all the traditional panto sparkle audiences love.
The story follows once-proud Prince Louis (Emily Davies), who angers Agatha the Evil Enchantress (Kelly Lewis). As punishment for his selfishness, she transforms him into the fearsome Beast (Steve Green). His only hope of breaking the spell is to find true love – or remain a beast forever.
Meanwhile, brave and kind-hearted Belle (Ruby Lemoine) sets out to rescue her eccentric father Marcel (Tom Loveday) who on his way to the “Big Invention Competition”, gets lost and stumbles into the enchanted castle and is taken prisoner by the Beast. Determined to save him, Belle is joined by her loyal friend Jaques, the village silly billy (Sarah Harris), flamboyant Dame Madam Fromage (Rhys Davies), and Gavin (Paul Robinson), the vain village heart-throb who is convinced Belle should marry him!
Inside the castle, Belle encounters a host of enchanted objects, including Tick Tock (Lilwen), Flambe (Bryce), and Mrs Kettle (Manon), who provide humour, magic and plenty of encouragement as they try to help the Beast win Belle’s heart and break Agatha’s curse.
With songs, jokes, colourful characters and plenty of audience participation, the production promises festive fun for all ages.
Beauty and the Beast runs at Theatre Mwldan from 21–29 December. Early booking is advised to avoid disappointment.
Cardigan Theatre can be followed on Facebook and Instagram for updates on future shows.

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