ROGA publishes operator VIP program guidelines

Guided by existing evidence, ROGA found the most effective VIP programs combine proactive education, personalized engagement and periodic program evaluation.

The Responsible Online Gaming Association (ROGA) has officially introduced new guidelines for operator very important person (VIP) programs, intended to support members’ VIP policies and further incorporate “robust” responsible online gaming.

Guided by existing evidence, ROGA found the most effective VIP programs combine proactive education, personalized engagement and periodic program evaluation.

Pursuing such objectives, ROGA recommended practices like role-specific training for VIP hosts, automated review for risky behavioral patterns, escalation process, integrated responsible gaming messaging, VIP engagement protocols and regular program evaluation. 

“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,” ROGA Executive Director Dr. Jennifer Shatley said. 

“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.”

Good to know: ROGA, in partnership with Epic Global Solutions, Kindbridge Behavioral Health and the Responsible Gambling Council, launched its Know Your Play campaign on February 18

Dr. Shatley continued, “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.”

Members of ROGA have reportedly made the decision to independently commit to implementing these guidelines within a commercially reasonable timeframe, according to the Association. 

Kirk Geller

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