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.

ROGA: 11 Key Recommendations for VIP Programs

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.

Building on the “Know Your Play” Campaign

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.

Legislative Pushback: The SAFE Bet Act and VIP Program Bans

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.

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Added value increased on average by 40 per cent for SoftSwiss online casino clients, while more than 1,800 send-outs were issued to retain players.

Darya Dyachkova, head of VIP and retention team at SoftSwiss managed services, commented: “We are very glad to make such tremendous achievements in 2020! 

“Thanks to our deep structural analysis of retention procedures as well as thorough personalisation techniques we were able to help bring more value to the table as well as save extra costs to our clients.”

Forming part of the SoftSwiss solutions offered to clients, the VIP team carries out a range of marketing actions and develop strategies aimed at boosting player loyalty and retention. 

Furthermore, the team also tracks potential VIP players and loyal players, as well as big wins and big losses.

Earlier this week, the SoftSwiss game aggregator launched a new 12/7 B2B support service as part its strategy to strengthen client relationships.

The new service, the supplier explained, will help boost the ‘quality and speed enhancement’ of SoftSwiss Game Aggregator’s helpdesk.  

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This follows the publication of revised rules by the UK Gambling Commission last month around how its licensees must operate and manage VIP schemes and high value customers, with the regulator asserting that it is striving to “clean up the malpractice of so-called VIP schemes”.

The rules come into force from October 31 and require operators to conduct enhanced affordability and responsible gambling checks before awarding VIP status to a player. 

Furthermore, they are also required to keep up to date evidence of a player’s identity, occupation and where their gambling funds come from, as well as a full audit trail on all VIPs.

While the Bojoko team believes an outright ban is the only way to properly protect players, the firm says that the majority of operators do not believe that abolishing VIP schemes is the best way forward.

Joonas Karhu, chief business officer at Bojoko, commented: “The Gambling Commission’s new requirements should ensure that players are better protected, but, in all honesty, they do not include anything that operators should not have been doing already. 

“Ultimately, the purpose of a VIP scheme remains the same and that is to encourage high value players to wager significant amounts at the casino month in month out. 

“The industry must ask whether this is something it really wants to be doing and whether anything other than an outright ban is enough to ensure that no player becomes addicted or spends more than they can afford because they are a VIP.”

However, James Booth, head of acquisition at Lindar Media, countered: “In the case of VIP schemes, banning them pushes the larger operators out of the market and more unregulated casinos benefit while the government loses out on POC tax. I certainly think tweaks can be made to regulation but in most cases, including this one, abolition is not the answer.”

The new requirements were widely expected and came after a two-month consultation with various industry stakeholders, including a working group led by the Betting and Gaming Council and GVC.

Brigid Simmonds, chairperson of the BGC, stated: “Through robust know your customer checks for every single existing VIP and new VIPs, as well as increased transparency and accountability, we believe that our operators have the necessary structures in place to ensure high value customers are enjoying gambling safely.”

The report also provides insight and guidance for what operators can do to ensure they are ready for the changes when they come into force at the end of the month. 

Karhu added: “We have created this report to gauge how the wider industry feels about the Gambling Commission’s decision to tighten its rules around high value customers and VIP schemes.

“It seems most operators feel the new rules do go far enough, but the regulator has made clear this is their last chance to ensure they run VIP schemes responsibly and that players are properly protected. If not, and outright ban has not been ruled out.

“As such, the report also offers guidance on how operators can meet these new requirements and some of the changes they should make in order to ensure players, especially high value customers, are protected at all times.”

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The three person discussion ventured down a multitude of avenues when exploring the prospect of VIP programmes throughout the continent, from socioeconomic, religious and cultural differences to learning from European trial and error.

“Europe has been the testing ground and there’s no need to repeat the same mistakes. There are a lot of good things that have come out of the European experience and could be adapted to the market,” Ilze Jansone, managing director of online gambling in the West Africa region for BetBonanza, asserted early on.

As Europe became a central comparative focus throughout, Brad Williams, head of VIP at Bet.co.za, began by advising that companies must, first of all, define what a VIP is to them: “There’s definitely a fair amount of market research and competitor analysis that needs to be done to get an idea of what is expected from you as a company and the standard of VIP within the area that you are operating in.

“Firstly, you need to define what is going to be a VIP. And it’s kind of pointless to just base your opinion on face value as a customer has deposited X amount which makes him a VIP.

“There is so much more that goes into this. There’s behavioural patterns, there’s the longevity of the account itself, one you have determined what makes a VIP you need to move into what kind of promotions and offers you as a company are willing to extend. How much are you willing to put towards this programme itself?”

“There’s so much more work that needs to be done in terms of building loyalty”

Adding that personal touches are what makes the difference: “In my opinion, to ensure that your VIP programme is a success, you need a dedicated VIP team or department,” Williams said.

Talk quickly changed to focus upon hospitality, with several corners of that industry, as well as many cultural events, seeing the emergence of VIP options arise at an increasing rate.

“It’s something that has always been around us and it’s something that is becoming more and more popular outside of gambling, that we as an industry can utilise to our benefit,” session moderator Gali Hartuv, head of VIP at 10Bet, stated.

“It is a dangerous route to go with just a bonusing way, meaning you try to buy your players by constantly giving bonus rewards,” Jansone continued. Stating that player loyalty could drop as a result, with punters willing to switch to a competitor that offers a little more.

“There’s so much more work that needs to be done in terms of building loyalty and brand loyalty. So, I’m a massive supporter of an account management team and building these personal relations with your most important and most valued customers.”

An issue built upon by Williams who suggested that there’s a “massive chunk” of customers who don’t receive the necessary attention that they should.

“Simply because a player in betting on casino doesn’t mean he can be overlooked as as valuable player, I mean, your not going to send him to a sporting event but as you mentioned there’s music festivals, there’s VIP tours, there’s other alternatives that you can explore to reward this customer for his loyalty as well. I feel like that is very overlooked in our industry,” he commented. 

“What are we going to do to make it right the first time without needing government intervention?”

As governments and regulatory bodies in other jurisdictions, particularly the UK, begin to take further action on VIP schemes, Hartuv, in response to an audience enquiry, looked at if a similar situation could manifest in African markets.

“It is something new, and we are going to see a change in VIP regulation in the UK come into effect at the end of this month. It’s hugely linked to source of funds, it’s very much a compliance shift,” he explained.

“I think up until now from the European aspect, and I believe Africa as a gambling continent can learn a lot from this, which is responsible VIP. Europe for many years dealt with VIP, I would say, irresponsibly. 

“We saw VIPs as a cash cow that was limitless and we took advantage of it, and it has reached a point now where responsible gaming and compliance is at the forefront of our industry in Europe, where governments and society together lobbied against VIP schemes and programmes.

“We reached this point now where we need to present ourselves as responsible, and we need to show the commissions, in this case the UKGC, that we are running ethical VIP programmes, that we are not simply out there to exploit our customers to the point that we develop problem gaming, and we need to utilise this as an opportunity as an African gambling region to take the message that is being delivered in Europe and learn from it before it is even enacted. 

“Why did we get to this point that regulation has to determine the guidelines for responsible VIP, it shouldn’t have reached that point. 

“I would say, to an extent, that this was a long time coming, and it’s for the good. Will Africa and African government reach similar actions eventually?

“I think it depends how we as the African bookmakers and operators act now, so is there need to take such drastic measures in Africa now? I don’t believe so.

“Will there be a need in the future? That is determined by us now.”

Adding: “What are we going to do to make it right the first time without needing government intervention?”

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Delegates can also enjoy a programme of networking roundtables and an interactive product display area showcasing the latest industry innovations. Click here to register for your free pass.

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Asserting that move represents “further evidence of our commitment to driving up standards within our industry,” the BGC says that the announcement marks a natural progression of work it has also carried out alongside the regulator.

The new guidelines, to come into force on October 31, mean operators must ascertain if spending is affordable and sustainable as part of the customer’s leisure spend, and assess whether there is evidence of gambling related harm, or heightened risk linked to vulnerability.

In addition, licence holders must ensure that they have up to date evidence relating to identity, occupation and source of funds. The UKGC also stated that they must continue to verify the information provided to them and conduct ongoing gambling harm checks on each individual to spot any signs of harm.

The pending introduction followed a consultation launched earlier this year by the UKGC which looked at seven new propositions suggested by a working group led by the BGC and GVC, aiming to make gambling safer and reduce harm across the sector.

Michael Dugher, chief executive of the Betting and Gaming Council, explained: “The BGC, working with the Gambling Commission, has taken tough action on VIP accounts, including the introduction of a strict new code of conduct which has seen the number of players enrolled in them reduced by 70 per cent.

“The code restricts anyone aged under 25 from taking part, while any customer considered for a VIP reward programme must first pass rigorous safer gambling checks and be subject to ongoing checks on their betting behaviour.

“Reward programmes must be overseen by senior management and conducted in a clear and transparent way to prevent any betting-related harm. Operators are also banned from incentivising customers based on losses. This is further evidence of our commitment to driving up standards within our industry.”

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Identifying the schemes as a key area of change earlier in the year, the regulator states that if its new guidance is followed there should be no irresponsible incentivisation of high value customers in the future.

This means that, from October 31, before a customer attains VIP status operators must first establish that spending is affordable and sustainable as part of the customer’s leisure spend, and assess whether there is evidence of gambling related harm, or heightened risk linked to vulnerability.

Furthermore, evidence must be up to date regarding identity, occupation and source of funds, with information provided continually verified and ongoing gambling harm checks conducted.

The new guidance also means operators will appoint a senior executive who holds a personal management licence to oversee their respective scheme, making individuals personally accountable.

Neil McArthur, Gambling Commission chief executive, explained: “We have introduced these new rules to stamp out malpractice in the management of ‘VIP’ customers and to make gambling safer.

“Our enforcement work has identified too many cases of misconduct in the management of VIP schemes and this is the last chance for operators to show they can operate such schemes appropriately.

“We understand that the number of customers signed up to ‘VIP’ schemes has already reduced by 70 per cent since we challenged the industry to get its house in order, last year.

“Whilst that is a sign of the positive impact our innovative approach to collaborative working can have, these new rules are designed to ensure progress continues to be made to protect vulnerable customers.”

As part of the Commission’s work to strengthen consumer protection, the regulator has made addressing VIP schemes a priority after what it calls “repeated instances of failure to protect high value customers.”

McArthur vowed that further action will be taken should marked improvements not be made: “Operators can be in no doubt about our expectations. If significant improvements are not made, we will have no choice but to take further action and ban such schemes. 

“These new rules are part of the Commission’s comprehensive programme of tougher enforcement and compliance activity which has also seen the introduction strengthened protections around online age and ID verification, improved customer interaction practices, and the banning of gambling on credit cards.”

Earlier this year the UKGC launched its consultation on VIP customers which looked at seven new propositions suggested by a working group led by the Betting and Gaming Council and GVC, aiming to make gambling safer and reduce harm across the sector.

This followed a challenge issued by the regulator to make faster progress in raising standards in relation to VIP incentives, responsible product and game design, and online advertising.

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Alongside those increasing numbers, however, was a heightened spotlight placed upon responsible gambling and the need to ensure players and correctly and fully protected when partaking in such activities. 

In the culmination of a two-part mini-series with Duncan Garvie, manager at BetBlocker, we continue the conversation by looking at increased protections, additional measures and VIP schemes. 

Garvie, however, begins by asserting: “One thing that I’m wary of doing is representing myself or BetBlocker as some form of ‘expert’ on gambling addiction or responsible gambling. We are not qualified to make that claim. 

“BetBlocker is a simplistic solution to a complex problem. It is far from foolproof. We simply saw an obvious service that should be made available to gambling addicts free of charge, and set out to ensure that service was made available.

“There are many academics and experts that can provide deep insight into the workings of addiction and are far more qualified than ourselves to give informed insight into how we as a society can help limit the damage that addiction causes. Any answer I give here is given from a limited perspective on the problem.”

“The better informed everyone is the more likely people are to make well informed decisions”

Before moving on to look at how the industry could better work together to promote responsible gambling and protect vulnerable players: “With the above acknowledged, I do feel making a bigger effort to ensure that all players are aware of the various responsible gambling tools that are available would be a significant step forward in helping players to get hold of problematic behaviours before they become damaging.

“Significant portions of the industry are unquestionably starting to see this – we are speaking to numerous groups who are now looking to include information on services, like BetBlocker, in the information they provide to their players at relevant stages during the lifespan of a player, and have teams that are actively working to find out how they can best support players. The better informed everyone is the more likely people are to make well informed decisions.

“Alongside this, while some regulatory agencies have started tightening rules related to the management of players with addiction issues others could certainly tighten their requirements substantially. 

“One of the most significant potential improvements that could be seen for vulnerable players (outside of the UK and Swedish markets) would be for regulators to insist that where a player self-excludes with an online operator, that the self-exclusion is then automatically enforced at all properties on the license. 

“There is no good reason that a gambling company should be allowing known gambling addicts access to their services simply due to a change in url. The technology is available today to take reasonable measures to prevent this and there is no good reason not to engage it.”

“This is a question of balance”

VIP schemes have found themselves under the microscope as scrutiny grows, with the UK Gambling Commission launching a consultation on VIP customers last month, which seeks to consider the proposed changes to the rules that operators must abide by when transacting with high value customers

“This is a question of balance,” Garvie begins when offering his take. “Every service industry has preferred customer schemes intended to encourage particularly valuable customers to come back to them rather than move to a competing service.

“The flip side to this is that it is unquestionable that for many of those people who ultimately experience addiction issues with gambling, VIP programs have played a roll in the escalation of their problem by incentivising them to engage with gambling beyond a point that was healthy or reasonable for them. In my opinion these factors both have to be taken into consideration when considering this subject.

“Telling a business that it cannot incentivise good customers is a restriction that is likely to be detrimental to many consumers who are not at risk. You are seeing this in some markets restricting promotions – massive rises in the popularity of unlicensed rogue operators who offer bonuses that their licensed counterparts cannot and take no interests in the welfare of players. 

“But allowing these incentives to be offered without consideration for the potential consequences is to absolve the business of any duty of care to potentially vulnerable people. Finding the line between over-regulation that will drive large sections of the population to the black market and ensuring that operators use promotional incentives in a responsible fashion is a challenge I personally do not envy any regulatory authority.”

“…The incentives being offered in VIP schemes are obviously something that players want”

Before concluding by looking at what actions would be recommended regarding such schemes, are additional measures necessary or would an outright ban be the way forward?

“Trying to balance protecting vulnerable people against freedoms, it would seem to me that an outright ban asserts that everyone classified as a ‘VIP’ should automatically be presumed to have addiction issues, or that they will have if they are offered promotional incentives to play,” he says.

“That doesn’t seem reasonable and the incentives being offered in VIP schemes are obviously something that players want, otherwise there would be no demand for them.

“That said, where an operator is going to offer incentives to encourage gambling it certainly seems appropriate that the expectations on the operator to monitor account activity and ensure that play is affordable to the ‘VIP’ should significantly increase. 

“This would likely mean that VIP programs are scaled back (limited to fewer players) as there would be a greater monitoring workload for the operator and that ‘VIP’ categorised players would be subjected to more invasive affordability checks.

“In the above manner, VIP incentives could still be offered but in a more controlled fashion that looked to ensure that problematic responses to any incentives being offered were more quickly identified and acted on.”

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