ArenaPlus Head Erick Su emphasized that successful VIP management is about more than short-term revenue generation, highlighting the importance of building long-term customer relationships while maintaining strong compliance and responsible gaming standards.
Su shared these insights during the panel discussion, “High Rollers, High Risk: Where VIP Strategy Meets Compliance,” at the SiGMA Asia Summit 2026 held at the SMX Convention Center on June 2. His appearance came just a day after ArenaPlus was named Best Sportsbook Operator for the second consecutive year at the SiGMA Asia Awards 2026.
Discussing how ArenaPlus identifies VIP players, Su explained that the Philippines’ leading PAGCOR-licensed online sportsbook takes a broader approach than simply measuring player spending.
“When we define a VIP player, it’s about the strategy you have for that customer and the relationship you build with them. Retention is a key focus,” Su said.
According to him, ArenaPlus values customer loyalty and long-term engagement just as much as turnover.
“Even a medium-spending player who demonstrates long-term loyalty can be considered a VIP player. When designing our VIP programs and rewards, we look not only at the revenue a player generates today, but also at their long-term value to the platform,” he added.
Su also stressed that compliance remains a core component of VIP management. ArenaPlus continuously monitors player activity, transaction patterns, and betting behavior to identify both high-value customers and potential risks.
“From an operational perspective, we closely monitor transaction and betting behavior. If we identify unusual activity, sudden changes in betting patterns, or other indicators that may require intervention, we conduct further reviews before any regulatory thresholds are reached,” he explained.
He noted that abnormal behavior could sometimes signal the involvement of betting syndicates or other activities that warrant enhanced scrutiny.
“In those situations, we may conduct additional KYC checks or request further documentation. Responsible VIP management requires balancing customer relationships with effective risk controls,” Su said.
To support this process, ArenaPlus places significant importance on VIP managers, who serve as the primary connection between the platform and its high-value customers.
“We want VIP managers to build strong personal relationships with players. That way, if enhanced verification or additional checks become necessary, communication is smoother and customers are more willing to cooperate,” Su explained.
At the same time, he warned operators against prioritizing short-term gains at the expense of sustainable growth.
“Some operators focus too heavily on short-term revenue rather than long-term customer lifetime value. That mindset can lead to mistakes, including overlooking compliance requirements or failing to properly assess player risk,” he said.
“In sports betting, high turnover does not always translate into high profitability. If your focus is only on short-term results, you risk making decisions that are harmful to the business in the long run.”
Su concluded by reiterating that long-term success in VIP management depends on a balanced approach that combines customer retention, responsible gaming, compliance, and sustainable business growth.
SiGMA is a global gaming and technology platform with operations spanning Europe, Asia, Africa, Latin America, North America, and Southeast Asia.
