The Responsible Online Gaming Association (ROGA), an association of leading online sportsbooks, has published a new set of guidelines for how operators should approach VIP programs.
ROGA noted that the evidence-based recommendations are intended to support its members’ existing VIP policies to strengthen responsible online gaming by helping players set their own boundaries.
ROGA was launched in March 2024 and comprises eight members: FanDuel, DraftKings, BetMGM, Fanatics, PENN Entertainment, bet365, Hard Rock Digital and Bally’s. The association noted those companies combine to account for 90% of the legal U.S. online gaming market by handle.
The member sportsbooks have all independently committed to implementing these guidelines “within a commercially reasonable timeframe.”
Review behavior, equip VIPs with knowledge and power
The organization noted that it has found that the most effective VIP programs combine proactive education, personalized engagement and periodic evaluation.
In particular, ROGA recommended a series of initiatives including role-specific training for VIP hosts, both automated and manual behavioral reviews and integrated responsible gambling messaging to VIP gamblers. ROGA also advocated for providing VIP players with their own player data that illustrates their gambling activity and financial history, including amounts deposited, wagered and withdrawn.
ROGA also stated in its new framework that sportsbooks should not offer any VIP promotions, bonuses or incentives to VIP players who are on a cool-off period or have self-excluded. VIP players should be given the opportunity to opt out of receiving such incentives.
In most states it is a regulatory violation to market to people on the self-exclusion list.
The association noted that its full recommendations are not intended to be an exhaustive list of best practices, but a guideline for operators to follow to ensure safe and responsible VIP play. ROGA also emphasized that some of its recommendations have already been implemented in VIP programs by some operators.
“Like in many sectors of entertainment, leisure and hospitality, sportsbooks’ VIP programs aim to reward and retain loyal players, and it is essential that these programs are operated with a strong commitment to responsible gaming,” said ROGA Executive Director, Dr. Jennifer Shatley.
“These programs should support a shared understanding between hosts and players on the value of responsible gaming that fosters long-term loyalty and player well-being. There is a robust conversation ongoing regarding VIP programs, which is why we have prioritized this issue, as it is essential to provide research-driven guidance to adequately support these programs to help keep VIP players’ experience fun and recreational.”
VIP play scrutinized in media and in courts
Online gambling VIP programs, wherein online gaming operators look to cater to their highest-value and most potentially profitable players, have come under scrutiny.
In some cases, the spotlight has been intensified by VIP customers speaking up about the number of incentives they have received to continue playing.
ROGA members such as DraftKings and BetMGM have been sued by players who have alleged that the operators engaged in unethical and/or misleading practices to keep them spending money on their platforms.
In April of this year, the city of Baltimore filed suit against FanDuel and DraftKings, alleging that the two U.S. market-leading sportsbooks were using misleading promotions and corrupt VIP and retention practices to keep problem gamblers wagering with them.
