New Responsible Gaming Guidelines Released for VIP Sportsbook Hosts

Problem gambling continues to be on the rise in the US, but one group is taking another swing at curbing the issue.

The Responsible Online Gaming Association (ROGA) has released a new set of guidelines for sportsbook operators and their VIP programs. The practices shared by the group focus on the role of VIP hosts and how they should be interacting with players to help prevent problem gambling. 

Many sportsbooks are already using many of the practices shared, which include:

• AI monitoring of VIP clients' betting habits

• Setting a clear path to escalate potential problems

• Restricting when hosts can push out promos and bonuses to customers

• Sending out more responsible gaming messages to VIP clients

While these guidelines don’t require sportsbooks to follow them, they are still expected to have a big impact. That’s due to ROGA’s eight sportsbook operator members, which include Bally’s, bet365, BetMGM, DraftKings, Fanatics, FanDuel, Hard Rock, and Penn Entertainment (ESPN Bet). As noted in this Fanatics Sportsbook review, many of these operators are already shifting their focus toward more sustainable player rewards and responsible gaming tools.

One of the other best practices shared by ROGA includes an improved training program for VIP hosts. This will help improve their ability to interact with clients in a responsible way.

VIP Programs Remain Controversial

ROGA’s new guidelines come as VIP programs are under fire. Responsible gaming advocates have shared stories of hosts hammering customers with messages and promotions, leading them to bet beyond their means. Some examples showed hosts and sportsbooks targeting some VIP clients with up to 100 messages per day.

Some critics argue that VIP hosts are a means for sportsbooks to circumvent advertising regulations. This helps them keep the pressure on clients to continue betting, with disastrous consequences for some.

While some are hopeful that these new guidelines will help improve vip programs, it may not be enough to stave off a crackdown by state and federal lawmakers.