Trade body launched to foster self-regulation in UK prize draw sector

The Prize Competition Council (PCC) has officially launched as a trade association representing the UK’s prize competition (prize draws) sector. 

The new body, announced on Wednesday, will aim to bring together more than 50 operators to promote responsible standards, enhance player protections and encourage long-term development.

Following several months of cross-industry collaboration, the PCC has established a governance framework. It played a role in establishing the voluntary code of conduct designed to improve transparency and accountability among prize draw operators.

The voluntary code was published by the government in November last year, and came into effect in May of this year.

The code addressed concerns around player protection and ethical marketing. It also set out a framework for players to have an option to set monthly spend limits – while operators can enforce their own spending limits to users. 

Daniel Swann, representing smaller operators, highlighted the importance of universal adoption of the voluntary code, stating: “It is vital that everyone embraces the Code and feels the PCC has their interests at heart.”

The board

The inaugural board was elected to serve a two-year term and reflected a broad spectrum of operator sizes and business models. The board members are:

• George McGregor (independent chair)
• Chris Jennings (Winvia Entertainment PLC)
• Tam Watson (Jumbo Interactive UK)
• Declan Murray (Pristine Competitions)
• Punit Shah (Seven Days Performance)
• Pete Toye (The GiveAway Guys)
• Oliver Donnelly (McKinney Competitions)
• Ian Buckley (Paragon Competitions)
• Daniel Swann (Two Fat Ladies Competitions)

Commenting on the board, Jo Bucci, founding member and outgoing director of PCC as well as chair of Winvia Entertainment PLC, said the introduction of a strong board would “address the challenges the sector faces in the years ahead”. 

She also acknowledged the “constructive engagement and support” from the Department for Digital, Culture, Media and Sport (DCMS) during the council’s formation.

George McGregor, the independent chair, emphasised that the council’s creation “reflects the growing maturity of this sector and the recognition that every successful industry benefits from strong representation and clear standards”. 

PDC market

The PCC outlined its immediate priorities including supporting members in implementing the voluntary code of conduct and developing sector-wide guidance and training materials. It also included acting as a representative voice in policy discussions with government and regulators as a key aim.

The organisation stressed its commitment to inclusive representation, ensuring smaller operators have access to necessary guidance and advocacy.

Prize competitions in the UK exist within a complex regulatory environment, often distinguished from gambling and lottery regulations depending on the competition’s format and prize distribution methods. 

The Prize Draw Competition (PDC) market itself has experienced a boom in recent years, with a survey published from Rokker in April finding it had raised £1.3 billion in annual revenue attracting around 7.4 million active players. 

“One of the key advantages in the UK is that prize draws are not currently subject to Remote Gaming Duty,” said Jamie Pinner, senior leader at DrawHouse, a prize draw operator in the UK. “That makes them a far more efficient revenue stream than sportsbook or casino products, at least for the time being.”  

That gap is widely seen as a short-term regulatory window, Pinner said. “Over the next few years, I expect the market will move toward regulation. If that happens, major betting operators will already be in a strong position because they have the infrastructure, compliance frameworks and customer bases ready to scale quickly.”