Prize Competition Council launches to promote self-regulation across UK prize draw sector

The UK has a rapidly expanding prize draw sector. This has taken a significant step towards formal self-regulation with the launch of the Prize Competition Council (PCC).

Announced on 2 July, the new trade association has been established to represent more than 50 operators, strengthen industry standards and support the implementation of the voluntary code of conduct that came into force in May. The organisation also intends to provide a unified voice for the sector as discussions around future regulation continue.

Supporting a growing industry

The PCC is the result of several months of collaboration between operators across the prize competition market. Alongside creating its governance structure, the council has helped develop the industry's voluntary code of conduct, which seeks to improve transparency, responsible marketing and player protection.

The code was originally published by the government in November 2025. It encourages operators to offer customers monthly spending limits while allowing businesses to apply their own safeguards where appropriate.

Daniel Swann, who represents smaller operators on the council, stressed that broad industry participation would be essential to the initiative's success.

"The success of self-regulation will depend on operators of every size embracing common standards and demonstrating responsible practice."

Experienced board appointed

The council has elected an inaugural board that will serve for an initial two-year term. Members were drawn from businesses of varying sizes across the sector.

The board comprises independent chair George McGregor alongside 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) and Daniel Swann (Two Fat Ladies Competitions).

Outgoing PCC director and Winvia Entertainment PLC chair Jo Bucci said the board would help the industry address future challenges while recognising the support provided by the Department for Digital, Culture, Media and Sport (DCMS) during the council's formation.

Meanwhile, independent chair George McGregor described the launch as evidence of a maturing sector that benefits from strong representation and clearly defined standards.

Preparing for future regulation

The council's immediate priorities include helping members implement the voluntary code, producing guidance and training materials and representing the industry's interests in discussions with government and regulators.

Its creation comes as the UK prize draw market continues to grow rapidly. Research published by Rokker in April estimated the sector now generates around £1.3 billion in annual revenue and serves approximately 7.4 million active players.

One factor behind that growth is the sector's current tax position. Unlike many gambling products, prize draws are not presently subject to Remote Gaming Duty. This makes them an attractive commercial proposition for operators.

However, some industry figures believe that advantage may not last indefinitely. Jamie Pinner, senior leader at DrawHouse, suggested that tighter regulation is likely over the coming years, potentially creating opportunities for established gambling businesses that already possess robust  compliance systems and operational infrastructure.