The Responsible Online Gaming Association (ROGA), representing 90% of the legal U.S. sports betting industry by handle, has released new guidelines for VIP programs across the sector. These evidence-based recommendations aim to help operators integrate responsible gaming practices into their VIP initiatives while ensuring a balanced and enjoyable player experience.
“Like other industries in entertainment, leisure, and hospitality, sportsbook VIP programs reward and retain loyal players. However, these programs must operate with a strong commitment to responsible gaming,” said ROGA Executive Director, Dr. Jennifer Shatley. “VIP programs should foster a shared understanding between hosts and players that supports both long-term loyalty and player well-being.”
ROGA’s research highlights that effective VIP programs combine proactive education, personalized engagement, and regular evaluations. Based on these principles, the organization has outlined 11 key recommendations, many of which are already being implemented:
- Role-Specific Training for VIP Hosts – Continuous education tailored to the unique responsibilities of VIP hosts.
- Automated Player Review – Leveraging technology to detect potentially risky behaviors, such as frequent deposits, extended play sessions, or failed withdrawal attempts.
- Escalation Process – Implementing measures to refer flagged players to responsible gaming specialists who can assess their behavior and offer appropriate interventions.
- Integration of RG Messaging – Embedding responsible gaming messages across VIP communications.
- VIP Engagement Protocols – Establishing transparent and supportive interactions between VIP hosts and players.
- Promotion & Incentive Restrictions – Ensuring VIP players in cool-off periods, self-exclusion programs, or account suspensions do not receive bonuses or incentives.
- Access to Player Data – Giving VIP players visibility into their activity, including deposits, wagers, and withdrawals.
- Mandatory Tool Awareness – Requiring VIP players to confirm familiarity with responsible gaming tools upon onboarding.
- RG Education for VIP Players – Regularly providing educational materials that promote responsible gaming behavior.
- Annual Program Evaluations – Conducting yearly reviews based on player feedback and engagement success metrics.
- Continuous Development & Updates – Staying informed on new responsible gaming methods and technology advancements.
ROGA emphasized that these guidelines are not exhaustive but represent a critical step in ensuring VIP programs align with industry best practices. Member operators have committed to integrating these standards within a commercially reasonable timeframe.
With ongoing industry support, ROGA will continue identifying and publishing research-driven recommendations to advance responsible gaming practices across priority topics.
