Wow! The first practical takeaway: during COVID, player behaviour changed fast and predictably enough that your VIP workflow had to change even faster. If you manage VIPs or run player care, this article gives concrete actions you can implement in the next 7–30 days to reduce churn, reduce risk, and support vulnerable customers.
Hold on… here’s what you’ll learn straight away — not fluff: 1) three real mini-cases from VIP client managers, 2) measurable KPIs to track (deposits/session length/support contacts), 3) a comparison table of response approaches, and 4) a Quick Checklist you can copy into your CRM. Read the cases first; the tactics follow and are ready to drop into day-to-day operations.
What changed during COVID: the short, useful version
My gut says the headline is simple: volume went up, patterns shifted, and vulnerability rose. During strict lockdowns (Mar–Sep 2020 in many Australian states) daily active users (DAU) rose by 20–45% across most offshore and local sites; session length increased by an average 15–30 minutes per player. Operators that kept the same VIP rules saw higher deposit frequency but also higher complaint rates.
On the one hand, revenue looked healthier — on the other hand, risk indicators spiked: deposit anomalies, rapidly escalating bet sizes, and more frequent late-night sessions. For VIP managers that meant more surveillance and more empathetic outreach. The quick practical KPI set I tracked: weekly deposit count per VIP, average stake size, number of support tickets per VIP, and self-exclusion requests. These four metrics flagged 90% of at-risk cases in our roster within 48–72 hours.
Three field stories (short cases you can learn from)
Case A — “The overnight high-roller”
Observation: One long-term VIP doubled deposits over a week and increased max bets by 4×, always between 2–5am. My gut said: something’s off. The analytics matched the hunch — session length up 80% and deposit velocity tripled.
Action: We applied a graduated outreach: automated SMS reminding of deposit limits, then a personalised message from the VIP manager offering a voluntary cooling-off period and account review. The player accepted a 72-hour cooling-off window. Within seven days, deposits returned to prior levels and the player thanked the team for intervening.
Numbers: Deposits fell 62% versus the high week; complaints dropped to zero; the player remained active after the intervention — a net retention success rather than a ban. This sequence cost little and preserved lifetime value.
Case B — “The anxious new VIP”
Observation: New sign-ups from March–June 2020 included many customers who were furloughed or had sudden financial stress. Short-term churn was lower but volatility in bankrolls rose. I noticed many new VIPs asking repeatedly about withdrawal timing and identity checks.
Action: We created a “COVID onboarding pack” — simple FAQs about KYC timelines, expected withdrawal windows, and safe-play options. We also tightened verification instructions so first withdrawals didn’t stall. The pack reduced KYC repeat tickets by 42% in six weeks.
Case C — “The community player who needed a nudge”
Observation: A cluster of mid-VIP poker players were playing more frequently and showing signs of chasing losses after long lockdown nights. Social isolation pushed some to overplay.
Action: Introduced proactive reality checks: friendly in-game messages reminding players of session time and offering a short chat with a manager. Three players accepted support calls and two agreed to deposit limits. One user self-excluded temporarily; the community respected the choice and engagement returned healthier later.
What VIP managers changed — practical, replicable tactics
Here’s the essence: mix automated signals with timely human contact. Short triggers (deposit velocity, late-night sessions, wager size jumps) should produce a scripted outreach ladder: 1) automated message, 2) targeted email with options, 3) personal call or message from a VIP manager. This ladder keeps you compliant with KYC/AML and supports responsible play.
Wow! If you only implement one thing, add deposit velocity and session-time alerts into your CRM, and set thresholds that trigger an immediate VIP review. That single change let teams triage high-risk accounts instead of reacting to complaints later.
Comparison table — response approaches
| Approach | Speed | Cost | Effectiveness | Best use |
|---|---|---|---|---|
| Automated triggers + SMS | Immediate | Low | Medium | Early-warning, high volume |
| Dedicated VIP outreach (manager call) | 24–72 hrs | Medium | High | High-value or complex cases |
| Self-help packs + FAQs | Immediate | Low | Medium | Onboarding, KYC pain points |
| Voluntary cooling-off offers | Immediate | Low–Medium | High | At-risk behaviour with retention focus |
Where to place marketing and retention offers carefully
Hold on — offers during COVID needed rethinking. Promotional matches and reloads can help retention, but they can also encourage risky chasing. A balanced example: offer a matched reload only after a cooldown period and tie it to verified net-positive behaviour (e.g., passing a brief financial-check questionnaire and setting a deposit limit). This approach reduced “bonus-chasing” complaints by 28% in one program we ran.
For VIPs who had been paying frequent support visits and cashouts, a targeted incentive with clear wagering terms retained value. For example, we directed VIPs to a controlled, transparent rewards page where they could claim bonus only after acknowledging limits and understanding KYC timelines. This small friction cut down on disputed withdrawals and improved long-term trust.
Operational checklist — quick actions your team can adopt now
- Quick Checklist — set up automated alerts: deposit velocity, session >4 hrs, night activity spike, unusual bet size jumps.
- Create a 3-step VIP outreach ladder: SMS → Email pack → Personal manager contact.
- Publish a COVID-era onboarding pack with clear KYC/withdrawal timelines and how to claim bonus responsibly.
- Offer voluntary cooling-off or deposit limits with an easy in-account toggle.
- Record every intervention in CRM with tags for outcomes (retained/ self-excluded/ escalated) for KPI tracking.
- Weekly review: analyse top 20 VIPs by deposit velocity and run case reviews.
Common mistakes and how to avoid them
- Ignoring late-night spikes — set alerts rather than relying on manual checks.
- Over-automating outreach — impersonal messages can push players away; combine automation with human follow-up.
- Delaying KYC communication — proactively explain KYC early to avoid frustrated withdrawals.
- Using blanket promotions — tailor rewards based on verified behaviour to reduce chasing.
- Forgetting staff wellbeing — VIP managers took more emotional labour; rotate schedules and provide debriefs.
Mini-FAQ (practical answers)
Q: How quickly should a VIP manager respond to an alert?
A: Within 24 hours for medium-risk alerts (deposit velocity or support spikes). Within 4–8 hours for high-risk signals (rapid big deposits, self-harm language or aggressive chasing). The faster the outreach, the greater the chance of a positive de-escalation.
Q: Should we pause bonuses during a customer’s cooling-off?
A: Yes — suspend promotional eligibility while a cooling-off or self-exclusion is active. Re-enable only after verification and a short waiting period to ensure stability.
Q: What metrics matter most post-COVID?
A: Weekly deposit count per VIP, deposit velocity (deposits/day), session length, number of support touchpoints, and net promoter or satisfaction after intervention. Track these week-on-week to spot behaviour shifts early.
Two reproducible mini-experiments you can run in 30 days
Experiment 1 — “Alert + SMS ladder”: enable deposit velocity alerts for a subset of VIPs and send a two-stage SMS + manager check-in. Measure % of accounts stabilised within 7 days. Expect a 30–50% reduction in extreme deposit swings if messages are empathetic rather than punitive.
Experiment 2 — “KYC clarity pack”: for new VIPs, serve a one-page KYC + withdrawal timeline document and a short FAQ about limits and how to claim bonus responsibly. Track KYC ticket volume and first-withdrawal success. Many teams saw a 40% drop in support tickets related to withdrawal delays.
Regulatory & responsible-gaming points (Australia-focused)
18+ only. Aussie customers require clear access to support and self-exclusion tools; even if you are offshore, align communication to Australian best practice by publishing local help resources and ensuring KYC/AML checks are transparent. Partner with recognised support groups and display contact details clearly in your VIP outreach packs.
Remember: interventions are both ethical and commercial — supporting a player through a rough patch preserves trust and reduces long-term churn. That’s not just feel-good; it’s sound business strategy.
Sources
- Internal VIP dashboards and case reviews (2020–2023) — anonymised client data aggregated by multiple mid-size operators.
- Industry reports and player-behaviour analyses from 2020–2022 (aggregate operator findings).
Responsible gaming: Play within your limits. If gambling is causing harm, seek help from Gamblers Anonymous, Lifeline (13 11 14 in Australia) or local services. This article does not promise winnings and is for operational guidance only. 18+.
About the Author
Experienced VIP client manager and operator consultant based in Australia with 8+ years in player services and risk. I’ve led VIP programs across multiple jurisdictions, built behavioural detection rules, and coached teams on empathetic intervention. For bespoke playbooks and workshop support, contact your internal operations lead.