Introduction: The Pricing Problem in Responsible Gambling Technology

Traditional Responsible Gambling (RG) technology pricing models create misalignment between operator costs and true risk exposure. Most solutions charge fixed SaaS fees or per-player costs that don't scale with actual risk—creating situations where high-risk operators pay the same as low-risk operators, or where costs don't reflect the value delivered.

Whistl's Monitored Dollar Volume (MDV) pricing model solves this misalignment by directly linking costs to risk exposure, creating a fair, scalable, and transparent pricing structure.

Understanding Monitored Dollar Volume (MDV)

What is MDV?

MDV represents the total dollar volume of gambling activity that Whistl monitors and protects across an operator's platform. This includes:

  • Total bets placed (handle)
  • Deposits processed
  • Withdrawals processed
  • All gambling transactions across all channels

MDV is the true measure of an operator's risk exposure—the higher the volume, the greater the potential for harm and regulatory risk.

The Pricing Formula

Whistl charges 0.1% of Monitored Dollar Volume as the service fee. This means:

  • If an operator processes $100 million in MDV annually, Whistl costs $100,000
  • If an operator processes $500 million in MDV annually, Whistl costs $500,000
  • If an operator processes $1 billion in MDV annually, Whistl costs $1 million

This creates perfect alignment: operators with higher risk exposure (higher volume) pay proportionally more, while operators with lower risk exposure pay less.

Why MDV Pricing is Superior

1. Risk Alignment

MDV pricing directly aligns costs with risk exposure. Operators who process more gambling volume face:

  • Higher regulatory scrutiny
  • Greater potential for harm
  • More complex compliance requirements
  • Higher potential regulatory fines

It's fair that these operators pay more for protection—and MDV pricing ensures they do.

2. Scalability

MDV pricing scales automatically with operator growth. As an operator's volume increases, Whistl's value increases proportionally, and pricing scales accordingly. This eliminates the need for complex tiered pricing or renegotiations.

3. Transparency

MDV pricing is completely transparent. Operators can calculate their exact costs based on their volume, with no hidden fees or complex pricing structures. This transparency builds trust and simplifies budgeting.

4. Value Alignment

MDV pricing ensures that Whistl's revenue is directly tied to the value we deliver. Higher-volume operators receive more comprehensive protection (more transactions monitored, more risk mitigated), and pricing reflects this value.

Comparison with Traditional Pricing Models

Fixed SaaS Pricing

Problem: Fixed monthly/annual fees don't scale with risk. A small operator with $10 million in volume pays the same as a large operator with $1 billion in volume, despite vastly different risk profiles.

Whistl Advantage: MDV pricing scales proportionally, ensuring fair cost distribution.

Per-Player Pricing

Problem: Per-player fees don't reflect actual risk. An operator with 10,000 low-volume players may pay more than an operator with 1,000 high-volume players, despite the latter having higher risk exposure.

Whistl Advantage: MDV pricing focuses on volume (risk), not player count.

Tiered Pricing

Problem: Tiered pricing creates arbitrary breakpoints that don't reflect actual risk. Operators just below a tier pay disproportionately less than operators just above it.

Whistl Advantage: MDV pricing is continuous and proportional, with no arbitrary tiers.

ROI Justification: Regulatory Fine Avoidance (RFA)

The primary ROI justification for Whistl is Regulatory Fine Avoidance (RFA) and License Protection. Consider the math:

  • Average Regulatory Fine: £5-10 million for Responsible Gambling failures
  • Whistl Cost (0.1% of MDV): Typically £50,000-200,000 annually for mid-size operators
  • ROI: 25-200x in avoided fines alone
The Critical Insight: Whistl is not just a compliance tool—it's risk insurance that pays for itself many times over. The MDV pricing model ensures that this insurance scales with actual risk exposure.

Real-World Examples

Example 1: Mid-Size Operator

  • Annual MDV: $200 million
  • Whistl Cost: $200,000 (0.1%)
  • Potential Regulatory Fine: $5-10 million
  • ROI: 25-50x in avoided fines

Example 2: Large Operator

  • Annual MDV: $1 billion
  • Whistl Cost: $1 million (0.1%)
  • Potential Regulatory Fine: $10-20 million
  • ROI: 10-20x in avoided fines

Example 3: Small Operator

  • Annual MDV: $50 million
  • Whistl Cost: $50,000 (0.1%)
  • Potential Regulatory Fine: $2-5 million
  • ROI: 40-100x in avoided fines

Additional Value Drivers

Beyond RFA, Whistl delivers additional value that justifies MDV pricing:

  • Preserved Customer Lifetime Value (CLV): Early intervention preserves valuable customers
  • Operational Efficiency (OE): Automated risk detection reduces manual review costs
  • Reputational Protection: Avoids damage from regulatory enforcement actions
  • Competitive Advantage: Superior compliance positioning vs. competitors

Conclusion: Fair, Scalable, Transparent

Whistl's MDV pricing model represents a fundamental shift in Responsible Gambling technology pricing. By aligning costs with risk exposure, MDV pricing creates:

  • Fairness: Operators pay proportionally to their risk
  • Scalability: Pricing scales automatically with growth
  • Transparency: Clear, calculable costs
  • Value Alignment: Costs reflect value delivered

This pricing model positions Whistl not just as a technology provider, but as a risk management partner whose success is directly aligned with operator success. As operators grow, Whistl grows with them—creating a sustainable, mutually beneficial relationship.