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A recent study revealed that VIP account managers in the online gambling industry predominantly depend on spreadsheets and manual decision-making tools rather than specialised automation or AI systems.
This reliance places many high-value players at risk of “silent churn”, where VIP players become inactive without warning, posing a significant challenge for operators.
The report, titled The State of VIP Operations, was compiled by The Playa in collaboration with Gaming Operations Academy and WarriorLab.
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The bulk of the work revolved around compiling and codifying the technical information in one place, Eberwein said. There were some existing Technical Standards, but other requirements lived in the state’s Minimum Internal Control Standards, which are a broad mix of technical and procedural requirements.
The goal is to make it easier for licencees to find technical information in one definitive source rather searching across multiple libraries. Most of the explanatory notes in the revisions refer to adaptations from MICS and other sources. This process has been years in the making, Eberwein said, with work stopping and starting at various points.
“We had various iterations of the drafts internally probably going back at least a decade, and just never made it to the finish line for various reasons,” he explained.
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Furthermore, the company sent 839 electronic messages to 165 individuals who had self-excluded, along with a further 2,000 push notifications to 45 customers without including the mandatory BetStop information.
ACMA’s investigation revealed multiple compliance breaches, primarily concerning account management and marketing controls.
The regulator noted that several inactive accounts remained open long after users requested exclusion.
