A recent study has highlighted that VIP account managers within the online gambling sector primarily rely on spreadsheets and manual decision-making tools instead of advanced automation or AI systems. This overreliance poses a risk of "silent churn," where valuable VIP players may become inactive without any warning, creating a significant challenge for operators in retaining these customers.
The report, titled "The State of VIP Operations," was produced by The Playa in partnership with Gaming Operations Academy and WarriorLab. Conducted in 2026, it included responses from 70 professionals involved in VIP management, comprising VIP account managers, heads of VIP teams, and consultants, with 64% of participants representing gambling operators directly.
The study aimed to explore the daily management of VIP portfolios, the tools utilized in their management, and other critical operational challenges.
Data from the survey revealed that even though three-quarters of respondents rated their VIP data as good or very good, 71% reported that their data was scattered across various systems. Furthermore, half admitted to occasionally making decisions based on incomplete or outdated information. The issue of "silent churn" was particularly pronounced, with nearly half (46%) indicating that VIP players often or very often became inactive without any prior alerts. About 48% of respondents did not have any mechanisms to detect players’ behavioral signals or indicators of their engagement status. Viktoriia Grygorenko, CEO at The Playa, regarded this lack of insight as the "clearest commercial case in the report."
Grygorenko stated, "Every other finding – portfolio overload, fragmented data, reactive workflow, no behavioral signal – resolves here, in revenue that walks out without notice, without warning and without anyone getting the chance to intervene."
The survey indicated a strong desire for prioritization tools, as 75% assigned a high value (8 out of 10 or higher) on receiving daily prioritization guidance for each player. However, 38% of the respondents expressed concern that the integration of AI could diminish the personal touch that is vital in VIP management.
In terms of management tools, none of the respondents selected AI or automation as their primary means for handling VIP portfolios. Instead, spreadsheets and business-intelligence dashboards each constituted 30% of usage, followed by CRM platforms at 24%. Only 15% reported using AI or automation tools in any capacity, and then only as supplementary resources.
Managing large and demanding portfolios emerged as a primary challenge. A substantial 64% of respondents managed 100 or more VIPs, with one in five overseeing more than 500. The report estimated that a manager responsible for 250 players would have about 100 seconds to allocate to each VIP daily if their time was equally divided. Data quality and fragmentation also emerged as significant hurdles.
Grygorenko stressed the importance of prioritization, noting, "[At] above roughly 150 players per manager, personal knowledge stops scaling. The fix is not fewer players or more managers – it is showing each manager which few accounts actually need them today."
On the satisfaction scale, tools currently utilized scored an average of 6 out of 10. Gali Hartuv, CEO and co-founder of WarriorLab, described this "middling satisfaction" as "the most expensive kind" since it indicates untapped potential. While VIP managers are receptive to AI for streamlining their workload, they remain wary of handing over final judgments to automated systems that lack transparency.
The authors of the report highlighted that VIP managers do not seek to be replaced, but they do want tools that help by triaging and identifying priority players, allowing humans to maintain control over relationships and make final decisions.
When asked what improvements could be made to VIP operations, respondents mentioned the necessity of an integrated system that combines player data, communication history, and task management. They also called for structured and consistent guidelines with key performance indicators focused on relationship outcomes, alongside real-time data and predictive behavioral signals.
Moreover, managerial autonomy with support from senior leadership was emphasized by participants. Grygorenko remarked, "VIP operations is the most human function in iGaming, run by the smallest teams, on the least purpose-built technology, against the shortest-horizon metrics."
She noted that the findings reflect a demand for clearer signals about which players require attention, what has altered in their interaction, and where their insight could have the most significant impact. Grygorenko and Hartuv plan to discuss these issues further in an upcoming webinar hosted by iGB: "(How) should AI engage high-value players?"
Changes in VIP programs in the UK have also been notable over the last decade. A new code of conduct was implemented in October 2020 following consultations between the Gambling Commission and the Betting and Gaming Council. This mandated that operators conduct thorough checks on players before enrolling new VIPs and closely monitor their betting activities. Incentives based on customer losses were banned, and reward schemes must now be overseen by senior management. The code further restricts participation for players under 25 years old.
According to a 2025 report from the Gambling Commission, the number of VIP customers per operator has plummeted by 95% since these regulations tightened.
