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The report’s authors noted that VIP managers “are not asking to be replaced” but desire tools that assist by triaging and pointing out priority players, while humans maintain relationship control and make final decisions.

Respondents identified several priorities for improving VIP operations. These included an integrated system combining player data, communication history and task management. 

Respondents also requested structured and consistent guidelines with key performance indicators aligned to relationship outcomes. Real-time, detailed data alongside predictive behavioural signals also came up as a frequent answer.

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Bright also warns against viewing DEI through a single global lens.

While the US and markets in Europe may have broadened discussions to encompass issues such as LGBTQ+ inclusion, she notes that priorities differ across Africa, where legal, cultural and social realities can vary between countries.

Looking ahead, industry leaders believe the next phase of DEI will be less about standalone initiatives and more about embedding inclusion into everyday business decisions.