The Massachusetts Gaming Commission (MGC) is now focusing on VIP sports betting programs in the Commonwealth, exploring potential regulatory changes to ensure these programs are responsible, fair, and non-predatory. This review comes just a week after discussions about changes to limiting certain sports betting customers.
“VIP programs should be for those who can afford to be VIPs, and it shouldn’t be predatory. This jurisdiction cares about things like that. This goes hand-in-hand with the conversation we just had on limiting, and continue to have on limiting,” MGC Chair Jordan Maynard said.
Insights into VIP Programs
VIP programs generally involve a small number of patrons who account for a large share of total betting volume and gross gaming revenue. Mark Vander Linden, Director of Research and Responsible Gaming, explained these programs target high-value customers who often wager large sums. Time-sensitive offers and tiered incentives frequently encourage higher betting or more frequent play to achieve or maintain VIP status.
While there is limited research on harms specific to VIP programs, Vander Linden noted: “Loyalty and VIP programs have been shown to encourage people who have resolved to stop gambling, or problem gamblers, to return to gamble to maintain that loyalty tier or achieve that higher tier. People who are seeking to either reduce or stop gambling, these types of loyalty programs or VIP status can work against their resolve to do so.”
Carrie Torrisi, Chief of Sports Wagering, emphasized that VIP programs are largely unregulated. Most programs reward high frequency or high-stakes play, and responsible gaming measures tend to be passive, requiring customers to request help or trigger account reviews. Affordability checks for VIP users are uncommon.
Collecting More Data and Potential Regulations
Torrisi and Vander Linden suggested that the MGC could request additional operator data, such as revenue from VIP players, total handle per VIP, and host incentive structures. Operators previously defended their VIP programs and responsible gaming safeguards.
Potential regulatory measures under consideration include:
- Defining VIP customers and programs clearly
- Setting a minimum VIP age of 25 or higher
- Limiting bonuses within specific timeframes
- Requiring annual VIP policy submissions and complaint reporting
- Conducting affordability and enhanced due diligence checks
- Making limit-setting and activity reports default unless opted out
- Eliminating time-sensitive, risk-promoting incentives
- Immediate removal upon customer request
Chair Maynard noted that Massachusetts could become a leader in U.S. regulation of VIP programs.“I do know anecdotally that we’d be among the first jurisdictions to tackle this within the U.S. We need to do so with care, but not let that stop us. I like being the first jurisdiction to do anything if we have the resources to do it, and we do. I look forward to having a continued conversation on this.”
VIP Demographics and Responsible Gaming
Data presented indicated that most VIP bettors are men aged 35–45, with an average VIP participation of 10 months. Engagement with responsible gambling tools among these patrons varied, with 10–35% utilizing them. The discussion highlighted the MGC’s commitment to ensuring VIP programs remain accessible only to those who can responsibly participate and that promotional practices do not exploit high-risk gamblers.
Source:
“MA regulators consider rules around VIP sportsbook host compensation”, sbcamericas.com, October 10, 2025
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