eGaming Integrity Launches Voluntary Code Advisory Service for Prize-Draw Operators

eGaming Integrity has launched a new Voluntary Code Advisory Service designed to support prize-draw operators in adopting, evidencing, and maintaining alignment with emerging best-practice standards across the UK market.

The service follows the publication of the UK Prize Draw Voluntary Code, which sets out enhanced expectations around governance, consumer protection, transparency, and safer play. While the Code is not statutory, it is increasingly referenced by key stakeholders and media as the benchmark for responsible operation.

Our Voluntary Code Advisory Service has been developed to help operators move beyond superficial compliance statements and demonstrate credible, auditable adherence to the principles and controls expected under the Code.

What the Service Covers

The service provides structured, independent support across key areas, including:

• Gap analysis against the Voluntary Code requirements

• Review of governance, policies, and operational controls

• Safer play and consumer-protection frameworks

• Transparency, marketing, and fairness considerations

• Practical remediation planning and implementation support

• Optional independent assurance and reporting outputs

The focus is on proportionate, evidence-based implementation, tailored to the scale, risk profile, and operational reality of each operator.

Why Voluntary Code Alignment Matters

Although the prize-draw sector sits outside the traditional gambling licensing regime, it is subject to increasing scrutiny from multiple stakeholders. Voluntary Code alignment will become a key indicator of:

• Responsible conduct and consumer protection

• Governance maturity

• Reputational resilience

• Long-term regulatory sustainability

Operators that proactively align with the Code place themselves in a stronger position should formal regulation, enforcement activity, or enhanced oversight emerge.

Independent, Assurance-Led Support

The Voluntary Code Advisory Service is delivered by experienced regulatory and assurance professionals, with a clear separation between advisory support and independent assessment where required.

Our approach is deliberately aligned with recognised audit, assurance, and risk-based methodologies, enabling outputs that stand up to external scrutiny from regulators, partners, and counterparties.

Supporting a Sustainable Prize-Draw Sector

eGaming Integrity’s objective is not to “rubber-stamp” compliance, but to support operators in building robust, defensible frameworks that protect consumers while enabling sustainable growth.

The Voluntary Code Advisory Service is now available to prize-draw operators at all stages of maturity, from early-stage businesses to established brands seeking independent validation of their approach.