Prize Competition Council names Tom Banks as first executive director
Banks joins as PCC grows from eight founders to 65 members and will lead DCMS Code compliance.
Key Takeaways
- Tom Banks was appointed Executive Director of the Prize Competition Council on 12 October 2026 in London.
- The Prize Competition Council grew from eight founding members at launch earlier in 2026 to 65 members by October.
- Banks will prioritise supporting members on the DCMS Code of Good Practice for Prize Draw Operators and represent members to government, regulators and the media.
- Banks has more than 13 years’ experience, including four years advising Kindred at Public First and four years in-house culminating as Head of External Relations at FDJ UNITED.
The Prize Competition Council appointed Tom Banks as its first Executive Director on 12 October 2026 in London. The trade association said the hire comes as the PCC expands from eight founding members at launch earlier this year to 65 members. Banks will prioritise member support on the Department for Digital, Culture, Media and Sport Code of Good Practice for Prize Draw Operators and act as PCC spokesperson with government, regulators and the media.
Prize Competition Council appointment: mandate and immediate priorities
The appointment gives the PCC an operational lead to implement its stated compliance and representation work. The PCC said Banks’ initial remit is to support members with meeting the requirements of the DCMS Code of Good Practice for Prize Draw Operators and to represent members in discussions with government, regulators and the media.
The PCC expanded rapidly since its formation earlier in 2026, growing from eight founding members to 65. The board expects the Executive Director to convert that membership scale into coordinated industry engagement on standards and on regulatory interpretation.
Tom Banks’s background and relevant experience
Tom Banks brings more than 13 years’ experience in public affairs, corporate communications and reputation management, including work on elections and for political parties across the UK and Europe. His recent roles are listed by the PCC as follows:
four years advising Kindred as a consultant at Public First
a subsequent four years in-house, most recently as Head of External Relations at FDJ UNITED
Banks told the PCC he sees the role as one of listening first. He said his priorities will be member engagement, supporting compliance under the DCMS Code, and making the case for responsible operators in public debates.
"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," Banks said.
Governance: the board and independent chair
George McGregor, independent chair of the Prize Competition Council, led the recruitment and announced the appointment in London. McGregor framed the hire as a response to rapid membership growth and the immediate need to support members through the DCMS Code obligations.
"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," McGregor said.
McGregor added that Banks understands the scrutiny facing public-facing businesses and the value of an evidence-led approach when PCC engages external stakeholders.
What Banks will be doing day-to-day and strategic goals
Operational activity the PCC expects from its Executive Director includes:
advising members on compliance steps required by the DCMS Code of Good Practice for Prize Draw Operators
representing PCC members in meetings with UK government departments and regulators
briefing and responding to media enquiries on behalf of the council
raising market standards through member guidance and engagement
The PCC framed the output as practical support rather than campaigning. Banks will lead the council’s external relations while working with the board to align membership engagement with regulatory obligations.
For readers seeking the regulatory framework referenced by the PCC, the council pointed to the DCMS Code of Good Practice for Prize Draw Operators; industry stakeholders will want to track how PCC guidance interprets that document in conversations with policy officials and regulators. The Code is discussed in the sector and will be relevant to operators across the UK prize-draw market. DCMS Code of Good Practice for Prize Draw Operators
Market context: size of membership and sector representation
The PCC did not disclose financial terms of the appointment or reporting lines beyond the board and the independent chair. The organisation emphasised membership breadth as the main material change since launch: from eight founding members to 65 participants by October 2026.
The council positions itself as an industry forum to explain how prize competitions operate, to champion responsible operators and to represent participants when decisions affecting the sector are made. Banks said he will engage early and constructively with government, regulators and the media while continuing to raise standards across the market.
What this means for operators and stakeholders
Operators that enter prize draws and competitions in the UK now have an industry body with a full-time Executive Director whose stated tasks include compliance support and external representation. Platforms, operators and advisers should expect the PCC to publish guidance aligned with the DCMS Code and to act as a single voice in regulatory conversations. PCC membership growth to 65 signals a broad base of operators seeking coordinated engagement.
Stakeholders wanting PCC commentary or to follow council activity can expect Banks to be the primary media and regulatory contact. The council will likely use that consolidated channel to explain industry practices and to provide evidence when engaging with policymakers.
Next steps and contact points
The PCC announced the appointment from London on 12 October 2026. Banks’ immediate public-facing priorities are member listening, compliance support under the DCMS Code, and outward representation of the sector to government and the media. The council said he will work with George McGregor, the board and the membership to deliver those objectives. Prize Competition Council
Frequently Asked Questions
When did Tom Banks become Executive Director of the Prize Competition Council?
Tom Banks took up the role on 12 October 2026 when the Prize Competition Council announced his appointment in London. The announcement accompanied the council's disclosure that membership had expanded to 65 organisations since its launch earlier in 2026.
What will Tom Banks focus on as PCC Executive Director?
His first priority will be supporting members to comply with the DCMS Code of Good Practice for Prize Draw Operators. The PCC said Banks will also represent members in discussions with government, regulators and the media and work with the board to raise market standards.
What is Tom Banks’s professional background?
Banks has more than 13 years’ experience in public affairs, corporate communications and reputation management, including election and political work across the UK and Europe. He spent four years advising Kindred as a consultant at Public First and a further four years in-house, most recently as Head of External Relations at FDJ UNITED.
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About the author
Marcus Webb
Industry Deals Correspondent
Marcus Webb covers the deal flow of the gambling industry — operator strategy, M&A, market entries, and product launches from sportsbook rebrands to full platform migrations. The reports name the companies, valuations, and jurisdictions exactly as disclosed and separate the announcement from its market impact. When a group consolidates a brand or a challenger launches into a new state, Marcus Webb explains who gains, who pays, and what closes next quarter.
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