The Prize Competition Council (PCC) has announced the appointment of former Kindred Group and FDJ United head Tom Banks as its first executive director.
The trade body was established in June 2026, comprising 65 members committed to upholding the standards of the Voluntary Code of Good Practice for Prize Draw Operators.
The code was implemented from 20 May 2026. The framework was agreed upon by the government and a handful of major prize draw operators, with the policy points mirroring some regulations that gambling operators must adhere to.
The voluntary code of conduct was first introduced in November 2025. The code includes a commitment for members to implement age verification processes, set spending limits, introduce self-exclusion tools, and restrictions of £250 per month on credit card spending.
The body also acts as a liaison between the prize draw market and the government, regulators and media.
Membership is open to operators of prize draw competitions with free or paid entry, with membership fees ranging from £250 to £24,000 per year.
Membership is based on four tiers, with tier-one businesses pay the £24,000 annual membership fee. The PCC website states that tier-one firms have a UK turnover of £50m or more.
The trade body is also open to associate members, which covers suppliers, professional services or other support functions for the sector.
Companies cannot join the PCC unless they are a signatory of the code.
Banks joins the organisation four months after stepping away from his role as head of external relations at FDJ United.
Having first joined Kindred Group in June 2022 as head of corporate affairs for UK and global, he transitioned to group head of corporate affairs in July 2024 prior to the company’s acquisition by FDJ.
Post merger, Banks went on to take up the role of head of external affairs from August 2025 to June 2026.
Prior to that, Banks spent nearly four years at research consultancy firm Public First between July 2018 and May 2022, eventually serving as a director.
In his new role with the PCC, Banks will be tasked with aiding members in their efforts to adhere to the code, promoting best practice across the market, and encouraging more operators to become members.
Regarding his appointment, PCC independent chair George McGregor said: “The Prize Competition Council now represents 65 members, and supporting them with the requirements of the DCMS Code is our immediate priority.
“Tom brings experience of 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. That experience will help PCC represent our members and explain how responsible prize competition operators work. I’m very pleased to welcome him as executive director.”
Banks added: “Millions of people across the UK enter prize draws and competitions each year. The Prize Competition Council has an important role in explaining how the market works, championing responsible operators and making sure the sector’s voice is heard when decisions affecting it are made.
“My first priority will 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.
“That means engaging early and constructively with government, regulators and the media while continuing to raise standards across the market. I’m looking forward to working with George, the board and our members.”
Last month, Winvia Entertainment continued its M&A spree in the sector by announcing the acquisition of UK prize draws The Online Giveaway Guys and Win Life Competitions, in a deal worth more than £19m.
This followed on from the company’s £11.8m purchase of Rev Comps back in July.
For more insight on the prize draw market, check out the latest episode of the Power Seat podcast, where ZEAL Network CEO Stefan Tweraser discussed the firm’s acquisition of SevenCanyon
Arnold Ash is EGR’s executive recruitment partner. It supports ambitious organisations to identify and attract industry leading executive talent. Find out more here.
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Newly established 65-member prize draw trade body brings in Tom Banks to lead its engagement with government, regulators and media
The post Prize Competition Council hires ex-FDJ United comms chief as first executive director first appeared on EGR Intel.