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

If you're running an online casino in New Zealand, the question isn't "Do VIPs still matter?"; they do. The real question is: What drives sustainable growth in the current landscape, now that regulations are tightening, acquisition costs are soaring, and mobile-first players dominate activity?

Industry reports and operator filings show a clear trend: while VIP programs still exist, the real investment is now shifting towards scalable retention strategies, automation, and maximising player lifetime value.

Why the Old VIP Model is Harder to Justify in New Zealand

Two major forces have reshaped the online casino landscape: regulatory changes and rising costs.

• Stricter Regulation: While New Zealand doesn't have the exact same oversight as the UK's Gambling Commission, the global trend towards stricter player protection and responsible gambling measures is undeniable. Operators worldwide are implementing more rigorous checks. For example, the UK's High Value Customer guidance (2020) led to a significant drop in active VIP accounts, highlighting how new regulations can impact traditional VIP schemes.
• Advertising Limits: Many jurisdictions are introducing advertising restrictions. While specific bans like those in the Netherlands or Malta's updated directives aren't directly applicable to New Zealand, they signal a global shift. This means iGaming operators in New Zealand must be mindful of advertising standards and focus on more direct, targeted engagement rather than broad-stroke campaigns.
• Rising Costs: Customer acquisition costs are increasing across mature markets. Chasing a small, elite group of players becomes less efficient when marketing spend is high. This makes a strong case for focusing on retaining a broader player base in New Zealand.

The Outcome: Managing VIPs hasn't disappeared, but it has become more complex, compliance-heavy, and less scalable. Focusing on overall player retention now offers better margins with lower risk for online casinos targeting the New Zealand market.

Technology Levels the Playing Field for Kiwi Players

Mobile-first design and real-time CRM platforms have transformed what was once exclusive VIP treatment into baseline expectations for all players.

• 5G Adoption: The widespread availability of 5G is enabling seamless, high-definition live casino experiences on a variety of devices, making premium gameplay accessible to more players in New Zealand.
• CRM Automation: Advanced CRM tools automate personalised offers and retention flows, delivering bespoke experiences at scale without the need for manual VIP management.
• AI-Driven Responsibility: AI platforms can analyse player behaviour to trigger responsible gambling interventions and personalise engagement. This shows how compliance and player satisfaction can be integrated within a single tech strategy.

The "VIP experience" for players in New Zealand now translates to seamless, personalised engagement for everyone, not just an elite few.

Lessons from the Market: Why Equilibrium Matters

In 2023, Kindred Group implemented stricter responsible gambling controls, leading to a voluntary reduction in risky play. This resulted in an 11% quarterly revenue drop, largely attributed to decreased activity from high-value players. While ethically commendable, this move highlighted a key challenge: rapidly shifting from VIP reliance to strict mass-market retention can lead to short-term revenue dips.

Finding the right balance between robust compliance, sustained profitability, and long-term growth remains a critical tightrope for online casinos in New Zealand. A strategic approach to player management is more important than ever.

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.