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

If you're running an iGaming platform in Canada, the question isn't "Do VIPs still matter?"; they absolutely do. The real question is: What drives sustainable growth in 2025, now that regulation is tighter, acquisition costs are climbing,and mobile-first players dominate the scene?

Public reports and operator filings from across the industry point to a clear trend: VIP programs are still a thing, but the real investment is now shifting towards scalable retention strategies, automation, and maximizing player lifetime value.

Why the Old VIP Model is Harder to Justify in Canada

Two major forces have reshaped the landscape for Canadian online casinos: stricter regulations and rising costs.

• Regulatory tightening: While Canada doesn't have a single national regulator like the UKGC, provincial bodies are increasingly focused on responsible gambling. New measures often mean closer scrutiny of bonus offers and player incentivization, impacting how VIP programs can operate.
• Advertising limits: While Canada has a more liberal approach to online casino advertising compared to some European nations, there's a growing emphasis on responsible advertising. Operators must avoid misleading claims and focus on the entertainment aspect, which can limit aggressive marketing tactics used for VIP recruitment.
• Rising costs: Customer acquisition costs in the competitive Canadian market can climb significantly, sometimes reaching hundreds of dollars per player. This eats into the efficiency of trying to attract and retain a small, elite group of high-rollers.

The outcome: VIP management hasn't disappeared, but it's become more expensive, compliance-heavy, and less scalable. For Canadian players, this means that focusing on player retention for everyone now often delivers better value with lower risk.

Tech Advancements Level the Playing Field for Canadian Players

Mobile-first design and real-time CRM platforms have transformed exclusive perks into what most players now expect as standard.

• Widespread Mobile & 5G Adoption: With high smartphone penetration and improving 5G networks across Canada, seamless HD live casino play on various devices is more accessible than ever, meeting player demand for convenience.
• CRM Automation: Tools that automate personalized offers and retention flows are becoming standard. This allows operators to provide a tailored experience to a broader player base without needing a dedicated manual VIP management team.
• AI for Responsible Play: Artificial intelligence is helping operators monitor player behaviour for responsible gambling. This demonstrates how compliance efforts and player engagement can be integrated seamlessly through smart technology.

What used to be an exclusive "VIP experience" now translates to personalized and smooth gameplay for all Canadian players.

The Kindred Case: Why Balance is Key for Canadian Operators

In 2023, Kindred Group implemented stricter responsible gambling controls as part of its "Journey Toward Zero" initiative, voluntarily reducing the promotion of risky play. The result was an 11% quarterly revenue drop, largely attributed to reduced activity among high-value players.

Kindred's move was applauded for its ethical stance. However, it also highlighted a hard truth: operators transitioning too quickly from a heavy reliance on VIPs to strict mass-market retention might face short-term revenue dips. Finding the right balance between compliance, profitability, and long-term sustainability remains a critical challenge for Canadian online casinos.

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.