High Rollers vs. Everyday Players: Who’s Steering Operator Strategies in 2025?

For iGaming platforms in Ghana, the question isn't if VIPs still matter – they do. The real puzzle is how to achieve sustainable growth in 2025, especially with tighter regulations, rising acquisition costs, and a dominance of mobile play.

Public reports and operator filings show a clear trend: while VIP programs persist, substantial investment is now shifting towards scalable player retention, automation, and maximising player lifetime value.

Why the Old VIP Model Is Harder to Justify

Two key forces have reshaped the iGaming landscape: stricter rules and escalating expenses.

• Stricter Regulation: While specific Ghanaian regulations might differ, the global trend is towards tighter oversight. For instance, the UK Gambling Commission’s High Value Customer guidance (2020) led to a significant drop in active VIP accounts in licensed UK operators.
• Advertising Limits: Many jurisdictions are implementing stricter advertising rules to protect players. This focus on responsible marketing is becoming a global standard.
• Rising Costs in Ghana: Customer acquisition becomes increasingly expensive in competitive markets like Ghana. Some reports suggest costs can climb significantly per player, eroding the profitability of focusing solely on a small, elite player base.

The Outcome for Ghanaian Operators: VIP management hasn't disappeared, but it's now more costly, compliance-focused, and less scalable. Player retention efforts are increasingly delivering better margins with lower risk.

How Technology is Levelling the Playing Field

Mobile-first design and real-time CRM platforms have transformed exclusive perks into standard expectations for all players.

• Widespread Mobile Access: With high mobile penetration in Ghana, platforms offering a seamless mobile experience, including smooth live casino gameplay, are essential.
• Automated CRM: Tools that automate personalised offers and retention efforts allow operators to engage players at scale, minimising the need for manual VIP management.
• AI for Responsible Play: Advanced systems can use player data to offer timely interventions, integrating responsible gambling practices with engagement strategies.

The "VIP experience" in Ghana now means frictionless personalisation for everyone, not just a select few.

The Kindred Lesson: Why Balance is Key

In 2023, Kindred Group implemented stricter responsible-gambling controls, voluntarily curbing risky play. This led to an 11% quarterly revenue drop, largely due to reduced activity from high-value players.

Kindred's ethical stance was commendable. However, it also highlighted a crucial point: operators shifting too rapidly from relying on VIPs to solely focusing on mass-market retention might face short-term revenue impacts. Striking the right balance between responsible gaming, profitability, and long-term sustainability is vital for Ghanaian operators.

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.