Viktoriia Grygorenko
CEO at The Playa
Presentation
VIP Operations Research
The Playa, Gaming Operations Academy and WarriorLab surveyed 70 VIP professionals about how the work actually gets done — which systems they open first in the morning, how many players one person carries, and what happens when a high-value player quietly disappears. In this episode of Profiled, Viktoriia Grygorenko and Gali Hartuv open the report and unpack what the first real benchmark of VIP operations means for operators.
You will learn
- What VIP teams actually run on day to day — and why not one surveyed team uses a purpose-built tool
- What a portfolio of 100, 250 or 500+ players does to the attention each player receives
- How much of a VIP manager’s week disappears into finding, analysing and processing information
- Why high-value players go quiet without warning, and what teams are missing when they do
Speakers
Key Takeaways
Middling is the most expensive kind of satisfaction
Most respondents rated their tools between six and eight, with a mean of 6.0 — “not the best it could be, but we make do.” Because the stack is bearable, nobody moves, and bearable quietly becomes permanent.
Silent churn is the industry’s most expensive blind spot
46% say VIP players go inactive without warning often or very often, and another 29% sometimes. With 200+ players spread across fragmented systems, the change is noticed after the player is gone — and reactivation rarely brings back the same numbers.
A quarter of the day never reaches a player
VIP account managers spend around 25% of their time just finding, analysing and processing information, and heads and leads lose up to 40% of their week to admin. At 250 players in a book, that is time taken directly out of relationships.
The tools were never built for VIP
VIP grew out of CRM marketing, so the tooling was adapted rather than designed — spreadsheets and BI dashboards tie at 30% each, ahead of the CRM, and nothing is consolidated. 75% say the industry needs a purpose-built tool, not to replace the human touch but to enable it.
Transform your iGaming platform
with The Playa
Transform your iGaming platform
with The Playa
