African betting operators must learn from the VIP servicing program mistakes of their European counterparts. VIP program management was the major talking point at the SBC Digital Summit Africa, with a panel hoping to see a clear direction on VIP programs in Africa.

BetbBonanza West African Managing Director Ilze Jansone believes there are plenty of takeaways from the European market that could be applied to Africa. “Europe has been the testing ground and there’s no need to repeat the same mistakes,” she said. “There are a lot of good things that have come out of the European experience and could be adapted to the market.”

Brad Williams, Head of VIP at Bet.co.za, says that the African market needs to start setting some clear market parameters on the definitions of a VIP player in Africa. “Firstly, you need to define what is going to be a VIP,” he said. “And it’s kind of pointless to just base your opinion on face value as a customer has deposited X amount which makes him a VIP.”

“There’s a fair amount of market research and competitor analysis that needs to be done to get an idea of what is expected from you as a company and the standard of VIP within the area that you are operating in,” Williams added. “There is so much more that goes into this. There are behavioural patterns, there’s the longevity of the account itself, once you have determined what makes a VIP you need to move into what kind of promotions and offers you as a company are willing to extend. In my opinion, to ensure that your VIP programme is a success, you need a dedicated VIP team or department.”