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The Responsible Online Gaming Association (ROGA) has released a list of 11 recommended practices to support operators’ VIP programs, enhancing responsible online gambling.

ROGA, an independent organization, claims it represents 90% of the legal US sports betting industry by handle. The organization says its recommendation can help players maintain a balanced and enjoyable gaming experience within their limits.

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Through research, ROGA claims that the most effective VIP programs combine proactive education, personalized engagement, and periodic program evaluation. To achieve these objectives, ROGA has identified 11 recommendations, many of which are already in use by some operators:

• Role-specific training for VIP hosts, tailored to their unique needs.
• Automated review technology can help detect potentially risky behavioral patterns among VIP players.
• Escalation process implementation where operators escalate a case if a VIP member is exhibiting signs of problem gambling. A responsible gaming specialist will evaluate the behavior and take appropriate action.
• Integration of responsible gambling messaging into VIP communications.
• Establishment of a VIP engagement protocol between hosts and players.
• Discouraging VIP hosts from offering incentives and perks to players who have self-excluded, are on a cool-off period, or have suspended their accounts.
• Providing VIP players with access to player data such as activity, wagers, and withdrawals.
• Requiring VIP players to confirm their familiarity with available responsible gaming tools.
• Providing a regular, responsible gaming education to VIP players.
• Conducting annual reviews of the VIP program.
• Operators should continuously stay informed of new responsible gaming tools.

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ROGA’s introduction of operator VIP program guidelines follows the organization’s recent Know Your Play campaign.

The campaign, which was launched in partnership with EPIC Global Solutions, Kindbridge Behavioral Health, and the Responsible Gambling Council (RGC), provides college-aged students with detailed information focused on responsible gambling, mental health and well-being, and financial literacy.

Know Your Play components include:

• Accessible digital learning resources on responsible gambling concepts, such as managing impulsiveness and setting limits.
• Financial literacy education on topics such as budgeting, saving, and understanding the risks associated with debt.
• College campus sessions are available for those who prefer in-person engagement.
• Resources addressing mental health and stress.
• Educational content aimed at myth-busting around gambling, such as the illusion of control.
• Exclusive resources for college-aged students, even if they’re not enrolled.

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While ROGA focuses on education and implementing guidelines for VIP programs, some lawmakers are considering a ban on them.

In March, New York Representative Paul Tonko introduced his Supporting Affordability and Fairness with Every Bet (SAFE Bet) Act for a third straight year.

In his first attempt, Tonko primarily focused on severe bans on sports betting marketing, comparable to those for cigarettes.

While similar initiatives have gained momentum in Europe, where several countries, such as the Netherlands, Belgium, and Italy, have banned gambling advertisements, Tonko’s bill did not advance in the first two attempts.

Tonko’s 2025 attempt includes many of the previous provisions. However, it’s more subtle and focuses on gambling addiction. Among its provisions is a ban on reload bonuses and VIP programs.

The lawmaker, together with proponents of his bill, claim that these incentives increase the chances of problem gambling symptoms among users.

Dr. Harry Levant, Director of Gambling Policy with the Public Health Advocacy Institute, who was part of Tonko’s introductory press conference of the bill, likened VIP programs to drug dealers rewarding their best customers.