ROGA Sets New Standards for Sportsbook VIP Programs

As debates around sportsbook loyalty programs continue, a group of leading betting operators in the U.S. has updated how VIP programs should operate. The Responsible Online Gaming Association (ROGA) announced a new set of principles designed to better align VIP incentives with responsible gaming expectations.

Good to know
ROGA’s members include BetMGM, DraftKings, FanDuel, PENN Entertainment, Fanatics Betting and Gaming, bet365, Hard Rock Digital, and Underdog Sports

The group represents over 90% of the licensed U.S. online sports betting market

VIP customers with locked, suspended, or self-excluded accounts can no longer be targeted with offers

Who Is Behind ROGA?

ROGA includes eight major operators:

• BetMGM
• DraftKings
• FanDuel
• PENN Entertainment
• Fanatics Betting and Gaming
• bet365
• Hard Rock Digital
• Underdog Sports

Together, they represent more than 90% of the licensed U.S. online sports betting market. These companies formed ROGA to create industry-led responsible gaming measures while addressing growing concerns from regulators and health experts.

Sportsbooks Revamp VIP Standards

ROGA’s newly released guidelines focus on keeping VIP programs rewarding but safer. With legal sports betting expanding rapidly, more high-stakes players are joining VIP tiers, gaining access to perks like increased wager limits, personal hosts, and tailored offers. Critics, however, have pointed out the risks of these programs encouraging excessive betting.

To address those concerns, ROGA introduced the following 11 principles to guide how sportsbooks should manage VIP programs:

1. Individualized training for VIP hosts – All hosts must be trained to recognize gambling risks and know how to respond appropriately.
2. Automated player reviews – Operators must use automated systems to review customer activity and flag potential issues.
3. Escalation of problem gaming cases – Any indicators of problematic gambling must be quickly elevated for further review.
4. Responsible gaming in VIP communications – Marketing and direct contact with VIP players must include clear responsible gaming messages.
5. Transparency between hosts and players – VIP members should always know what benefits are offered and how the program works.
6. No offers for self-excluded or restricted accounts – Anyone who has self-excluded or had their account suspended cannot receive promotional content.
7. Sharing player activity and trend data – VIPs should have access to their own behavioral data to help them make informed decisions.
8. Required acknowledgment of responsible gaming tools – VIP players must be informed of support tools and confirm that they are aware of available resources.
9. Educational content for VIPs – Operators should offer VIP players tailored content on how to gamble responsibly.
10. Annual program reviews – Each VIP program must undergo a yearly review to measure its effectiveness and compliance.
11. Ongoing development of safer gambling tools – Sportsbooks must continue evolving tools and safeguards that support responsible play.

Why VIP Programs Are Under Fire

The rise of legal sports betting in the U.S. brought with it a sharp increase in VIP memberships. High-volume players often receive custom offers, increased betting limits, special rewards, and direct communication with a VIP host. But these programs have been criticized for encouraging excessive gambling.

Public health advocates and regulators have questioned how operators can promote responsible gaming while also rewarding players for continued activity. Critics worry that some VIP practices blur the line between entertainment and exploitation.

FanDuel, a ROGA member, has previously stated that its VIP hosts are not rewarded based on how well they retain customers, in an effort to separate customer service from customer spending.

Shatley addressed these concerns, noting: “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.”

ROGA said it will continue to refine its guidance as research evolves, with the goal of ensuring long-term engagement does not come at the cost of player safety.