The Prize Competition Council (PCC), a UK trade body, has named Tom Banks as its first executive director, tasked with overseeing this newly formed organization representing the growing sector of prize draws in the UK.
With over 13 years of experience in public affairs, corporate communications, and reputation management, Banks has held advisory positions in various gambling companies and political parties. Before joining the PCC, he worked for four years as a consultant at Public First, where he supported Kindred, and prior to that, he served in-house for another four years as head of external relations at FDJ United.
George McGregor, the independent chair of the PCC, expressed his confidence in Banks’ capabilities. He pointed out that Banks has a solid track record of clarifying complex regulatory topics to government officials, regulators, and the media across both the UK and Europe. McGregor underscored the need for operators to adhere to the DCMS Code, making it a top priority for the council.
Other notable board members include Chris Jennings from Winvia Entertainment, who recently acquired Giveaway Guys, alongside Declan Murphy of Pristine Competitions. Banks stated that his initial focus would be to engage with members and support their compliance with the DCMS Code. He added that he aims to construct a strong narrative for the sector by showcasing the high standards upheld by responsible operators and by clarifying how prize competitions function for participants.
Established in July this year, the PCC aims to consolidate the prize-competition market and aid operators in following the Department for Digital, Culture, Media and Sport's (DCMS) Voluntary Code of Good Practice for Prize Draw Operators. This Code mandates transparency regarding entry requirements, terms and conditions, and prize fulfilment processes, while working to prevent misleading practices.
A report by Rokker in August indicated that approximately 195 operators signed the new Code by the end of July 2026, along with 31 service providers identified as “other relevant signatories.” Rokker assessed that these signatories represent less than 20% of the estimated total active operators in the sector at that time.
