The world’s most valuable players don’t respond to generic VIP programmes. They expect tailored experiences and trusted relationships.

In this episode of 15M Mastery, host Dmitry Belianin speaks with Kevin McGowen, CEO of Bombay Club, to break down how top-tier casinos and iGaming brands attract and retain high-value players.

Kevin shares actionable strategies for building bespoke VIP programmes, identifying affluent clients through data-driven pre-screening, and maintaining loyalty through non-cash rewards, personalised events and relationship-driven engagement.

He also covers how to balance exceptional service with player protection, emotional check-ins and affordability markers, especially when dealing with ultra-high-net-worth players. Whether you run a land-based casino or an online live dealer product, this episode gives you a framework for long-term VIP retention.

• How to identify high-value players beyond their spend
• Why treating every guest as a VIP creates long-term loyalty
• How to build flexible VIP frameworks that still retain operational control
• What reinvestment ratios top casinos use (30 to 50% of GGR)
• Why non-cash rewards and bespoke experiences outperform cashback
• How to maintain personal, meaningful contact without being transactional
• The role of regular wellness check-ins in VIP management
• How to balance service excellence with responsible gambling safeguards