Prize Competition Council Names Tom Banks as First Executive Director
The newly established UK trade body has appointed the former FDJ and Public First executive to lead its efforts in supporting members' compliance with the DCMS Voluntary Code of Practice.
- The Prize Competition Council (PCC) has appointed Tom Banks as its inaugural executive director.
- Banks brings over 13 years of public affairs and communications experience, including roles at FDJ United and supporting Kindred.
- The immediate priority for the new director is to assist members with adherence to the DCMS Voluntary Code of Practice for prize draws.
The UK’s trade body for the prize competition sector, the Prize Competition Council (PCC), has appointed Tom Banks as its first-ever executive director. The move installs a public affairs veteran to lead the newly created organisation as it begins its work representing the industry.
Banks brings over 13 years of professional experience in public affairs, corporate communications, and reputation management. His career has seen him hold advisory roles for a range of gambling businesses and political parties. He joins the PCC following a period as head of external relations at FDJ United.
Prior to his most recent in-house role, which spanned four years, Banks spent four years as a consultant at the Public First agency, where his work included supporting the operator Kindred. This background provides him with insight into the communications and regulatory landscape of the wider gambling industry.
Focus on DCMS Code of Practice
The PCC was formed in July of this year with the stated goal of providing the prize-competition market with a unified voice. A central part of its mission is to support operators in their adherence to the Voluntary Code of Good Practice for Prize Draw Operators, which was introduced by the Department for Digital, Culture, Media and Sport (DCMS).
Banks confirmed that this would be his primary focus upon taking up the new position. The council itself is overseen by independent chair George McGregor, with a board that includes Chris Jennings of Winvia Entertainment and Declan Murphy of Pristine Competitions.
My first priority will be listening to members and supporting their work under the DCMS Code.
The DCMS code is designed to elevate standards by ensuring transparency from operators regarding terms and conditions, available entry methods, and the fulfilment of prizes. It also seeks to prevent the use of misleading or exploitative practices within the sector.
Adoption Rate Poses Challenge
A significant challenge for the new director will be encouraging wider adoption of the voluntary code. According to a white paper published by Rokker in August, approximately 195 operators had signed the code by late July 2026.
The same report noted that an additional 31 service providers, which it labelled as “other relevant signatories,” had also committed to the code. However, Rokker’s analysis estimated that the total number of signatories at the time represented less than 20% of the sector’s total active operators. This figure highlights the scale of the task facing the PCC in establishing the code as a universal standard. The board's composition, including figures from Winvia Entertainment which recently acquired Giveaway Guys, reflects an attempt to bring key market players into the fold.
