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Former FDJ Executive Tom Banks Takes Helm at Prize Competition Council Amid Sector Boom

By jili tutorial · October 13, 2026

Former FDJ Executive Tom Banks Takes Helm at Prize Competition Council Amid Sector Boom

The UK’s prize competition industry is undergoing rapid growth, prompting the establishment of the Prize Competition Council (PCC) in July 2023. To lead this newly formed trade body, the PCC has appointed Tom Banks as its inaugural executive director. Banks brings over 13 years of expertise in public affairs, corporate communications, and reputation management, making him a strategic choice for navigating the challenges and opportunities facing the sector.

Tom Banks: A Seasoned Leader for a Growing Industry

Banks’ career trajectory highlights his deep understanding of regulatory landscapes and his ability to foster relationships across industries. His most recent role was as head of external relations at FDJ United, a parent company of prominent gambling businesses. Before that, he spent four years as a consultant at Public First, where he supported Kindred, a major player in the gambling sector. His advisory roles span both gambling businesses and political parties, equipping him with a unique perspective on public policy and corporate governance.

George McGregor, the independent chair of the PCC, expressed confidence in Banks’ appointment, stating: “Tom brings experience in 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.”

The PCC’s Mission and Immediate Priorities

The PCC was established to provide a unified voice for the prize competition market and to support operators in adhering to the Department for Digital, Culture, Media and Sport’s (DCMS) Voluntary Code of Good Practice for Prize Draw Operators. This Code aims to enhance transparency regarding terms and conditions, entry methods, and prize fulfillment while preventing misleading or exploitative practices.

As of late July 2023, the PCC reported that around 195 operators had signed the Code, alongside 31 service providers categorized as “other relevant signatories.” However, a Rokker white paper published in August 2023 revealed that these signatories represent less than 20% of the sector’s estimated active operators. This gap underscores the PCC’s critical role in promoting compliance and fostering trust within the industry.

McGregor emphasized that supporting members in adhering to the DCMS Code remains the council’s “immediate priority.” Banks echoed this sentiment, stating: “My first priority would 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.”

The PCC’s Broader Vision

Beyond compliance, the PCC aims to position the prize competition sector as a responsible and transparent industry. Banks highlighted the importance of educating stakeholders about the mechanics of prize competitions and showcasing the high standards upheld by reputable operators. This approach seeks to build public trust and counter misconceptions about the sector.

The PCC’s board includes notable industry figures such as Chris Jennings, founder of Winvia Entertainment, which recently acquired Giveaway Guys, and Declan Murphy of Pristine Competitions. Their collective expertise will be instrumental in shaping the council’s strategies and initiatives.

The Growth of Prize Competitions in the UK

The prize competition sector has seen exponential growth in recent years, driven by its accessibility and the allure of potentially life-changing rewards. Unlike traditional gambling, prize competitions often require a degree of skill or knowledge, making them appealing to a broader audience. However, this growth has also brought challenges, including regulatory scrutiny and concerns about consumer protection.

The DCMS Voluntary Code of Good Practice was introduced to address these issues, providing a framework for operators to operate ethically and transparently. By adopting the Code, operators demonstrate their commitment to fair practices, which can enhance their reputation and attract more participants.

Looking Ahead: Challenges and Opportunities

While the PCC’s establishment marks a significant step forward for the sector, challenges remain. Attracting more operators to sign the DCMS Code will be crucial to ensuring widespread compliance. Additionally, the council must navigate the evolving regulatory landscape and respond to public concerns about fairness and transparency.

Banks’ leadership will be pivotal in addressing these challenges and capitalizing on the opportunities presented by the sector’s growth. His focus on collaboration, education, and advocacy positions the PCC as a key player in shaping the future of prize competitions in the UK.

Conclusion: A New Era for Prize Competitions

The appointment of Tom Banks as executive director of the Prize Competition Council signifies a new chapter for the UK’s prize competition industry. With his extensive experience and strategic vision, Banks is well-equipped to lead the PCC in promoting compliance, building public trust, and advocating for the sector. As the industry continues to grow, the PCC’s efforts will be instrumental in ensuring its sustainability and success.