Strengthening the Sector: Tom Banks Appointed Director of Prize Competition Council

The UK gambling landscape is currently undergoing a significant professionalization within the online prize competition sector. The Prize Competition Council (PCC) has appointed Tom Banks as its inaugural Executive Director. Banks is a well-known figure in the industry, having previously served as Head of External Relations at FDJ United. This strategic appointment highlights the growing influence of a sector that sits between traditional gambling and promotional draws, increasingly drawing the attention of regulatory bodies.

Since its inception in June 2026, the council has seen remarkable growth. Originally starting with just eight founding members, the organization now represents 65 companies. This increase reflects the desire of operators for a collective voice when dealing with the government, media, and the public. Banks brings over 13 years of experience in public affairs and corporate communications to the role, including four years spent advising Kindred Group as a consultant at Public First.

Numbers and facts

The expansion of the council is impressive, but challenges remain. According to current data, approximately 195 operators had signed the new DCMS Code of Good Practice by late July 2026, supported by 31 service providers. However, experts at Rokker estimate that this represents less than 20 percent of the active players in this market segment. Banks will therefore focus primarily on helping members meet the requirements of the code and encouraging more operators to join. George McGregor, the independent chair of the PCC, has high expectations for the new hire.

"Tom brings experience of explaining complex regulatory issues to government, regulators and the media across the UK and Europe. He understands the scrutiny facing businesses that serve the public and the need to support what they say with evidence." - George McGregor, Independent Chair of the Prize Competition Council

Banks sees his priority in engaging with members and raising standards for responsible operations. He emphasizes that millions of people participate in these prize draws every year and that a transparent framework is essential for consumer trust. His focus lies on the DCMS Code of Good Practice, which sets out clear expectations for transparency and player protection.

Background

The market for prize competitions and draws has gained massive attractiveness in recent months, even for established iGaming players. A prominent example is ZEAL, which recently acquired SevenCanyon to specifically enter the UK prize draw market. This development shows that the lines between traditional lotteries, sports betting, and promotional draws are blurring. The PCC serves as a bridge to ensure these offers do not fall under the suspicion of illegal gambling but remain recognized as legally sound competitions.

Tom Banks commented on his goals with diplomatic yet firm intent:

"My first priority will be listening to members and supporting their work under the DCMS Code. I also want us to make a confident case for the sector by showing the standards responsible operators uphold, explaining how prize competitions work and representing the people who choose to take part." - Tom Banks, Executive Director of the Prize Competition Council

Why it matters for German players

For German players, the situation is fundamentally different from that in the United Kingdom. While private prize draw providers in the UK seek self-regulation through the PCC and the DCMS Code, online gambling in Germany is subject to the strict State Treaty on Gambling 2021 (GlüStV 2021). German customers should ensure they only play with providers listed on the official whitelist of the Gemeinsame Glücksspielbehörde der Länder (GGL). These licenses guarantee safety and compliance with key player protection measures, such as the monthly 1,000 euro deposit limit via the LUGAS system.

In contrast to British prize draws, which often operate in a legal gray area, German regulation offers a much higher level of protection through stake limits of a maximum of 1 euro per spin on virtual slots and connection to the OASIS exclusion database. British prize competitions are generally not legally accessible to residents of Germany as they do not meet GGL requirements. Anyone participating in competitions or gambling in Germany should always check if the provider holds a German license to avoid legal issues and lack of player protection.

What it means for GGL-licensed casinos

German casinos with a GGL license monitor such international developments closely. The professionalization of the UK market could eventually serve as a model for alternative gaming forms in Europe, but currently, the GGL whitelist remains the gold standard. For licensed operators, this means they must continue to prioritize transparency to stand out from unregulated offers. The trend toward more responsibility and clear codes, as Banks is set to promote in the UK, confirms the German path of strict regulation as a means of market security.