The Responsible Online Gaming Association (ROGA), which accounts for approximately 90% of the legal U.S. sports betting market by handle, has released a detailed set of responsible gaming guidelines aimed specifically at VIP programs. These recommendations are part of an ongoing effort to ensure that loyalty initiatives within sportsbooks do not compromise player well-being. ROGA’s new framework is based on existing research and represents a structured push toward safer, more transparent engagement with high-value customers.

Strengthening host training and player oversight:

Dr. Jennifer Shatley, Executive Director of ROGA, emphasized the importance of aligning VIP incentives with player protection. “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,” she stated.

One of the key components of the guidelines involves role-specific training for VIP hosts. ROGA recommends that operators implement ongoing education tailored to the unique interactions and responsibilities VIP hosts face. This includes understanding behavioral risk signals, learning how to respond appropriately to warning signs, and knowing how to connect players with support services when needed.

Another major focus is the use of technology to monitor player behavior. The guidance encourages sportsbooks to develop automated systems capable of detecting problematic play patterns, such as a rise in deposit frequency, unusually long play sessions, or multiple failed attempts to withdraw funds. When such behaviors are identified, there should be a formal escalation process, enabling responsible gaming specialists to review the situation and, if necessary, involve trained behavioral health professionals.

In addition to monitoring and intervention, ROGA stresses that operators must clearly communicate responsible gaming messages as part of all VIP interactions. This includes reinforcing the availability of self-help tools, establishing transparent communication protocols between hosts and players, and embedding responsible gaming values in all promotional efforts. Importantly, VIP hosts should not extend promotions or incentives to individuals who are self-excluded, suspended, or on a cooling-off period. Players must also have the ability to opt out of receiving such offers at any time.

Transparency is another cornerstone of the framework. ROGA advises that VIP players should be provided with access to their own activity data, such as the amounts they have deposited, wagered, and withdrawn. This information can help players make more informed decisions about their gambling behavior. Additionally, when onboarding new VIP players, operators should ensure those individuals are fully aware of the responsible gaming tools available to them.

Evaluation and commitment to responsible gaming:

ROGA’s recommendations, listed in the regulator’s press release, also call for regular evaluation of VIP programs. Annual reviews should assess how effectively responsible gaming practices are being applied. This process may include gathering feedback from both players and hosts and analyzing the impact of various engagement strategies. The organization has noted that several operators have already begun adopting elements of the proposed practices and that full implementation is expected within a commercially reasonable timeframe.

Dr. Shatley acknowledged the broader debate surrounding VIP programs, noting, “There is a robust conversation ongoing regarding VIP programs, which is why we have prioritized this issue. It is essential to provide research-driven guidance to adequately support these programs to help keep VIP players’ experience fun and recreational.”

ROGA’s efforts come in response to mounting scrutiny of VIP incentives and how they are administered, especially with regard to players who may be at risk of harm. By placing responsible gaming principles at the core of VIP engagement, the association aims to reduce the risks of excessive play and reinforce a safer environment for loyalty-based participation.

Founded in March 2024, ROGA continues to develop evidence-based practices across the online gaming sector. Its latest release marks a significant step toward more accountable and player-conscious VIP program structures in the U.S. sports betting market.