A new chapter for Prize Competitions: The PCC
Tam Watson, Head of Operations, Jumbo Interactive UK, and Marcus Hickling, Co-Founder of Dream Car Giveaways
By Tam Watson – Head of Operations, Jumbo Interactive UK
The Prize Competitions Council
April 30th marked a significant milestone for the prize competitions industry. The Prize Competitions Council held an introductory meeting, kindly hosted by Omaze; an important step forward for a sector that has long needed a credible, industry-led body to represent its interests and uphold its standards.
The prize competitions market has expanded considerably in recent years, attracting a growing base of players and a widening range of operators. That growth brings opportunity, but it also brings responsibility. The establishment of the PCC reflects a recognition across the industry that sustainable, long-term success depends on consumer confidence, and that consumer confidence must be actively earned and maintained.
Representing the industry
The PCC has been designed from the outset to represent the prize competitions sector as a whole. It provides a unified, authoritative voice for the industry when engaging with regulators, policymakers, and other stakeholders. This matters considerably. A well-constituted council enables the sector to participate constructively in policy discussions, respond to regulatory developments from a position of credibility, and demonstrate that it is capable of meaningful self-governance. That is a far stronger position than individual operators have been able to occupy acting independently.
The recent acquisition of Dream Car Giveaways marks a major milestone for Jumbo in its UK expansion, combining international expertise with local success. Beyond the excitement of high-end prizes, Jumbo’s UK presence in the prize competition space is anchored by subsidiaries Gatherwell and StarVale. As leading External Lottery Managers, we provide the secure infrastructure for diverse prize competitions that do more than just reward winners; in FY26, these partnerships have empowered clients to raise more than £300k for good causes.
The Voluntary Code of Conduct
Central to the PCC’s ethos is the voluntary code of conduct for operators. This code represents one of the most effective tools available to the industry for raising standards and protecting its reputation. Operators who commit to the code signal to consumers and regulators alike that they operate transparently, responsibly, and to a defined set of professional standards.
Equally important is what the code achieves by exclusion. Operators who are unwilling or unable to meet its standards will find themselves outside the recognised tier of the industry, creating a clear and meaningful distinction between compliant and non-compliant actors. Over time, this mechanism will do much to address the reputational damage caused by poor practice in parts of the sector, without requiring heavy-handed external intervention.
Looking ahead
Thursday evening was a first step, but it was a purposeful and well-founded one. The Prize Competitions Council has the potential to be a genuinely transformative presence in this industry: bringing structure, credibility, and accountability to a market that is ready to mature. We look forward to the work
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