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

In Singapore's dynamic iGaming scene, the question for operators isn't whether VIPs still matter – they do. The real puzzle is how to achieve sustainable growth in 2025, especially with tighter regulations, escalating acquisition costs, and a dominant mobile-first player base.

Industry reports and operator filings reveal a clear trend: while VIP programs persist, the major investment thrust is now directed towards scalable player retention strategies, automation, and maximising lifetime player value.

Why the Old VIP Model Needs a Rethink in Singapore

Two key forces have significantly reshaped the iGaming landscape: increased regulatory scrutiny and escalating operational costs.

• Stricter Regulations: Global regulatory bodies have tightened their grip. While specific directives like the UK Gambling Commission’s High Value Customer guidance (2020) led to a sharp decline in active VIP accounts in that market, operators worldwide, including those catering to Singaporean players, are adapting to a more controlled environment.
• Advertising and Player Protection: Jurisdictions are implementing stricter advertising rules and enhanced player protection measures. Platforms serving Singapore are increasingly focusing on responsible gambling frameworks, impacting how they engage with players.
• Rising Costs: Customer acquisition costs in competitive markets have surged, making the traditional approach of targeting a select few high-value players less cost-effective. For operators serving Singapore, this means a greater emphasis on retaining and nurturing the existing player base.

The upshot: While VIP management hasn't disappeared, it's become more complex, compliance-driven, and less scalable. Today, effective player retention offers better, more sustainable returns with reduced risk.

Technology Levels the Playing Field for All Players

With the rise of mobile-first design and sophisticated real-time CRM platforms, what was once an exclusive VIP perk is fast becoming a standard expectation for all players.

• Mobile Connectivity: Advancements in mobile technology enable seamless, high-definition gaming experiences, including live casino action, on a wide range of devices. This accessibility plays a crucial role in engaging players across Singapore.
• CRM Automation: Advanced CRM tools automate personalised offers and engagement flows, reducing the need for manual VIP management and allowing operators to scale their retention efforts efficiently.
• AI for Responsible Play: AI-powered platforms can analyse player behaviour to trigger timely interventions, seamlessly blending compliance with player engagement. This approach ensures a safer and more enjoyable gaming environment for everyone.

The new standard for a premium gaming experience is no longer about exclusive treatment, but about delivering personalised, smooth interactions for every player.

Lessons from the Market: Balancing Growth and Responsibility in Singapore

Market examples show that while tightening responsible gambling measures is ethically sound, a rapid shift away from player value can impact revenue. For instance, some operators have voluntarily reduced high-risk play, leading to a noticeable dip in quarterly earnings, often linked to reduced activity from their most engaged players.

These market shifts highlight a crucial point for operators in Singapore: the balancing act between robust compliance, profitability, and long-term sustainability is key. Finding this equilibrium ensures a thriving and responsible online casino ecosystem.

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.