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This reliance places many high-value players at risk of “silent churn”, where VIP players become inactive without warning, posing a significant challenge for operators.
The report, titled The State of VIP Operations, was compiled by The Playa in collaboration with Gaming Operations Academy and WarriorLab.
Conducted in 2026, it surveyed 70 professionals actively engaged in VIP management, including VIP account managers, heads of VIP and consultants, with 64% employed directly by gambling operators.
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Top non-lottery activities during the period included scratchcards (13%), betting (10%) and online instant win games (8%).
Betting skewed male, with 16% of men gambling on betting compared to 4% of women. Age-wise, overall gambling participation peaked among 45- to 64-year-olds (56%-59%), when excluding lotteries the highest participation was among 35- to 44-year-olds (35%).
Respondents cited motivations predominantly as seeking large winnings and entertainment, while 42% reported positive feelings about their most recent gambling expenditure.
What is Live Play Bingo: Real Hosts?
Commissioners pointed to evidence suggesting the tribe may have already been overcharged compared to other member customers.
The Upper Sioux Community also argued that, as a sovereign tribal nation, it is not subject to Minnesota utility regulations. The commission declined to rule on the sovereignty question, concluding it was unnecessary to resolve that issue to determine that Minnesota Valley could not prevent the casino from generating its own power.
An attorney for Minnesota Valley told commissioners the cooperative plans to appeal the order.
