The Responsible Online Gaming Association published its first set of guidelines for how sportsbook operators should run VIP programs in an effort to apply responsible gaming principles to a high-revenue segment under scrutiny.
The recommended practices announced Thursday include behavioral monitoring, specialized host training, and a requirement that VIP customers confirm their understanding of available responsible gaming tools.
Founded in March 2024, ROGA is comprised of eight sports betting companies that represent roughly 90% of the legal US online gaming market.
VIP responsible gaming guidelines
The new policies aim to help operators “incorporate robust responsible online gaming” into the way they manage their highest-value customers, who are typically offered incentives, dedicated hosts, and personalized service to encourage continued play.
“Like in many sectors of entertainment, leisure and hospitality, sportsbook VIP programs aim to reward and retain loyal players,” said ROGA Executive Director Dr. Jennifer Shatley. “It is essential that these programs are operated with a strong commitment to responsible gaming.”
Among the 11 recommended practices:
- Automated monitoring of potentially risky behavior, such as frequent deposits or failed withdrawals.
- Escalation protocols that flag concerning patterns for review by responsible gaming specialists.
- Restrictions on promotions for players who are self-excluded or on a cool-off period.
- Access to personal data on deposits, wagers and withdrawals.
- Annual reviews that incorporate feedback from VIP players and hosts.
ROGA said its members have committed to implementing the practices “within a commercially reasonable timeframe.”
VIP programs under legal fire
The guidance comes as VIP programs face heightened scrutiny in courts. In New York, DraftKings is being sued by a psychiatrist who claims the company incentivized her with gifts to keep gambling, even after she disclosed her gambling addiction.
FanDuel faces a lawsuit from a former Jacksonville Jaguars employee who claims the operator knowingly fueled his problem gambling with VIP perks while he allegedly transferred more than $20 million in stolen funds to his account. The suit alleges that FanDuel’s VIP host maintained near-daily contact with the plaintiff and took steps to evade internal compliance protocols.
Sportsbooks have defended their VIP programs as a standard in hospitality-driven industries, emphasizing that the majority of customers gamble responsibly. Operators also point to in-app controls that allow users to self-limit or self-exclude, and note that VIP hosts receive training in responsible gaming.
ROGA’s guidelines are not regulatory binding, but the group called them a step toward a “shared understanding” of how VIP engagement should operate responsibly. The association added that it will continue issuing research-based best practices across other priority topics in the future.
