SBC News Voice of the Sports Betting Industry
Iryna Yadak, Head of Project at RISK, writes for SBC News to take a deep dive into the world of VIP client management, outlining how to understand the motivations of VIP clients as well as how to deliver a truly personalised experience.
In today’s highly competitive gaming market, VIP retention has become more challenging than ever. While operators chase new acquisitions, their most valuable assets—existing VIP players—are silently slipping away. These high-value players not only contribute significantly to revenue but also set high expectations for service, personalisation, and engagement.
At RISK, we’ve witnessed this pattern repeatedly, and more importantly, we know how to break it. These high-value players not only contribute significantly to revenue but also set high expectations for service, personalisation, and engagement. Understanding their needs and crafting an effective VIP strategy is essential for building long-term loyalty.
Understanding VIP Client Motivation
Understanding a player’s motivation is the foundation of any successful VIP strategy. It begins with recognising the psychological and behavioural drivers that influence their engagement. Some players seek entertainment, others chase the thrill of competition, and a select group aims to test their strategic skills against the odds. Tailoring experiences to align with these motivations ensures a deeper connection between the player and the brand, fostering trust and long-term loyalty.
For many high-value players, often referred to as the ‘golden standard’ VIP, the primary motivation is the thrill of competition—whether it’s outsmarting the bookmaker, proving their skills against the system, or achieving a personal sense of victory. This drive keeps them engaged and deeply invested in the gaming experience. This highly engaged segment plays big and remains loyal as long as they feel they have a chance to succeed.
For this group, traditional VIP perks are just the starting point. More importantly, they need to feel that the company is willing to adapt the rules to suit them. It’s not about breaking the rules, but about creating a space where they feel special and valued. If a company successfully delivers this sense of exclusivity, VIP players will stay—at least as long as their winnings are paid out on time.
Furthermore, staying ahead of industry trends is crucial. The online gambling industry thrives on speed, engaging gamification, and surprise elements that enhance customer experience. VIP players expect platforms to innovate consistently, keeping their engagement levels high.
The True Meaning of Personalisation
What most operators call personalisation is often just basic customisation. Adding a first name to an email template isn’t personalisation – it’s the bare minimum. True personalisation runs deeper, understanding not just when a player bets, but why they bet, how they prefer to be contacted, and what makes them feel truly valued.
Personalisation is often thrown around as a buzzword, but in VIP management, it has to be much more than surface-level gestures. When working with a major sportsbook, the VIP client base can sometimes rival the monthly active users (MAU) of an entire developing region.
Managing this scale of high-value customers requires precise segmentation.
Many companies make the mistake of categorising VIP players into just three to six broad segments based on game volume or product preferences. However, a truly effective VIP strategy involves breaking this down into at least 30 distinct segments. These segments should consider not just betting volume but also factors such as:
- Frequency of play
- Time of bets
- Communication style preferences
- Bonus preferences (or lack thereof)
And this is only the beginning. Diving deeper, VIP managers must also incorporate psychological motivations and personal data that help define player behaviour. Once this segmentation is established, each group requires its own dedicated account managers, tailored communication practices, and specific activation and gamification mechanics.
While most VIP clients will comfortably fit within these segments, there will always be outliers who require a more meticulous, highly personalised approach. These clients challenge even the most experienced VIP managers, pushing them to refine and elevate their service standards continually.
Additionally, leveraging AI and data analytics can elevate personalisation efforts. By continuously analysing player behaviour and preferences, companies can predict what incentives and engagement strategies will work best for each segment. This enhances the effectiveness of loyalty programmes, ensuring players feel truly valued.
Exceeding Expectations: How to Deliver on VIP Demands
Traditional VIP support focuses on reaction speed. While important, that’s just the beginning. VIP clients come with high expectations, and the true measure of a VIP programme’s success is retention rate and direct player feedback. True VIP management means anticipating needs before they arise. At RISK, we’ve developed a proactive approach.
The best programmes don’t just focus on immediate wins but consistently gauge whether client expectations are being met.
Of course, it’s not always possible to get things right from the start. However, the most effective VIP teams know how to adjust and course-correct quickly. Regular monitoring of key metrics and collecting real-time feedback from players ensures that any gaps in service can be identified and addressed promptly.
Interestingly, some of the strongest relationships with VIP players are forged not through flawless service but through moments of recovery. A player who initially considered leaving but felt heard and saw tangible improvements often becomes one of the most loyal clients. For them, being listened to and seeing direct action taken in response to their concerns holds immense value.
Exclusive VIP services also play a vital role in retention. Offering personalised incentives, tailored loyalty programmes, and seamless, high-priority customer support helps maintain engagement. Companies that actively collect insights from VIPs, through surveys, interviews, and real-time interactions, are better equipped to refine their services effectively.
The Future of VIP Support
As the gaming industry evolves, so do the needs and expectations of VIP clients. Companies that remain agile—continually refining their segmentation, deepening personalisation efforts, and proactively addressing feedback—will be the ones to foster lasting VIP relationships.
A successful VIP strategy isn’t just about offering perks; it’s about making players feel valued, understood, and in control of their experience. And when done right, VIP players won’t just stay—they’ll become brand advocates, elevating the company’s reputation and long-term success.
Furthermore, AI-driven customer support and automated personalisation tools will play an increasing role in VIP management. The key will be balancing automation with a human touch, ensuring VIPs receive tailored service while maintaining efficiency. The future belongs to operators who can blend technological innovation with human intuition. A well-trained AI can spot patterns, but it takes human insight to understand the emotion behind a VIP’s actions.
Conclusion
VIP support is not just about rewards and incentives but about crafting an experience that makes high-value players feel genuinely valued. By staying ahead of industry trends, leveraging data-driven personalisation, and refining engagement strategies, companies can build trust and long-term loyalty.
In the end, it’s not about having the biggest VIP team or the most generous bonus system. It’s about building trust through consistent, meaningful interactions that show you truly understand what matters to each player.
The operators who will thrive in tomorrow’s market aren’t those with the biggest budgets, but those who can transform VIP management from a service department into a strategic advantage. The question isn’t whether to evolve your VIP approach, but how quickly you can adapt to stay ahead in an increasingly competitive landscape.
