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 strategy ensures sustainable growth, especially now that regulations are stricter, player acquisition costs are soaring, and mobile-first players are the dominant force?

Public reports and operator filings reveal a clear trend: while VIP programs persist, the primary investment is now directed towards scalable retention strategies, automation, and maximizing player lifetime value.

Why the Old VIP Model Isn't Cutting It Anymore

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

• Stricter Regulation: In many regions, gambling authorities have stepped up oversight. For example, the UK Gambling Commission's High Value Customer guidance (2020) led to a significant decrease in active VIP accounts for licensed operators.
• Advertising Restrictions: Some countries have introduced bans on untargeted gambling ads, while others, like Malta, have updated their regulations to include more robust affordability checks and monitoring rules for players.
• Rising Costs: In many mature markets, the cost to acquire a new player can range from PKR 70,000 to over PKR 112,000, significantly impacting the profitability of focusing on a small, elite group.

The Outcome: While VIP management hasn't disappeared, it has become more costly, burden-some with compliance, and less scalable. Focusing on player retention for the broader audience now offers better margins with reduced risk.

How Technology Revolutionized the Player Experience

With the rise of mobile-first design and sophisticated real-time CRM platforms, exclusive perks have evolved into standard player expectations.

• 5G Adoption: The widespread availability of 5G technology enables seamless, high-definition live casino experiences, even on mid-range mobile devices.
• CRM Automation: Advanced CRM tools automate personalized offers and retention strategies, delivering tailor-made experiences at scale without relying on manual VIP management.
• AI for Responsible Gaming: Artificial intelligence is being used to monitor player behavior and trigger personalized interventions, seamlessly integrating responsible gaming practices with engagement strategies.

What used to be exclusively for VIPs – a personalized experience – is now the expectation for all players.

The Kindred Case: Finding the Right Balance is Key

In 2023, Kindred Group significantly tightened its responsible gambling measures, aiming to reduce risky play. This initiative, while ethically commendable, led to an 11% quarterly revenue decline, largely attributed to decreased activity from high-value players.

Kindred's decision was lauded for its ethical stance. However, it also highlighted a crucial reality: operators that shift too quickly from a VIP-centric model to strict mass-market retention can face immediate revenue drops. The ongoing challenge for online casinos in Pakistan and globally is to strike a delicate balance between regulatory compliance, profitability, and long-term sustainability.

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.