Responsible Online Gaming Association Releases VIP Program Guidelines for Sports Betting

• The Responsible Online Gaming Association today released new responsible gaming guidelines for sports betting VIP programs
• The recommended practices are designed to further incorporate responsible gaming guidelines for VIP policies
• Operators have committed to implementing the guidelines within a reasonable timeframe

The Responsible Online Gaming Association today announced new responsible gaming guidelines for VIP sports betting hosts, which its members have committed to implementing into their VIP programs.

The Responsible Online Gaming Association (ROGA) published evidence-based recommended practices to support responsible gaming policies in operator VIP programs. Sports betting VIP programs and practices have raised responsible gaming concerns for users and responsible gaming experts.

The eight members of ROGA – Bally’s, BetMGM, bet365, DraftKings, Fanatics, FanDuel, Hard Rock Digital, and PENN Entertainment – have agreed to implement the new responsible gaming practices into their VIP host programs within a commercially reasonable timeframe.

Existing Evidence Provided Basis for New Guidelines

The new ROGA guidelines are based on existing evidence to help players maintain a balanced gaming experience within their own personal limits.

“Like in many sectors of entertainment, leisure and hospitality, sportsbook’s 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. 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,” ROGA Executive Director, Dr. Jennifer Shatley, said in a release.

The association is recommending the follow practices for VIP programs. Many of these, ROGA stressed, have already been implemented in VIP programs by some operators.

• Role-specific training for VIP hosts: Provide ongoing education to the unique needs of VIP hosts
• Automated review: Using technology to automatically review risky behavioral patterns of VIP players, such as increased deposits or extended sessions
• Escalation process: If a VIP player exhibits problematic play behavior, the customer is escalated to a responsible gaming specialists to evaluate their actions
• Integrate RG messaging into VIP communications: Communicate RG messages to VIP players through a variety of ways
• VIP engagement protocols: Establish protocols for interactions between VIP hosts and players, with a focus on transparency, support, and responsible gaming
• Promotions, bonuses, and incentives: No offers for VIP customers on a cool-off period, self-exclusion, or who are suspended or banned. Provide VIP players opt-out opportunities for offers
• Making data available: Provide VIP players with access to player data and player activity
• Confirm awareness of RG tools: Require VIP players to confirm familiarity with responsible gaming tools upon onboarding
• RG education for VIP players: Regularly provide VIP players with responsible gaming educational materials
• Regular program evaluation: Conduct annual reviews of VIP programs. Tracking success of engagement strategies, incorporating feedback from hosts and customers
• Development and updates: Operators should be up to date on new responsible gaming tools and methods as developed

New guidelines will continually be added to this list for operators.

“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,” Shatley said.

VIP Programs Under Fire

The interactions between VIP hosts and VIP customers have opened up sports betting companies to a bevy of problems, such as increases in litigation and responsible gambling issues, that have led to serious complications for the industry, according to several lawyers and industry experts who discussed the issue with Sports Betting Dime last year.

While sports betting operators have defended their programs, customers have spoken up about the number of promotions and offers they’ve received during losing streaks, which seem to dry up when they’re experiencing sports betting success.