Entain Awarded Advanced Safer Gambling Standard

Entain, the global sports betting, gaming and interactive entertainment group, has been awarded the Advanced Safer Gambling Standard by GamCare for evidencing the highest standards of player protection and social responsibility in its UK online and land-based activities.

The Safer Gambling Standard is an independent quality standard which assesses measures that businesses have put in place to protect customers from experiencing gambling-related harm. The Group is the largest operator to be awarded the highest level of accreditation (Advanced Level 3) for its online activities, and Advanced Level 2 for its land-based activities, underlining Entain’s sector-leading approach to safer gambling.

Robert Hoskin, Chief Governance Officer at Entain, said: “We are proud to be recognised by GamCare and its Safer Gambling Standard in this critically important area of responsible betting and gaming, and in particular with their highest accreditation. Sustainability, and with that – responsibility, is at the heart of our strategy and is fundamental to the way we do business. We work hard to provide our customers with the safest and most trusted environment to play, whether online or in our shops, and are committed to continuing to lead the industry to the highest standards of social responsibility in the longer-term.”

For the Safer Gambling Standard, Entain was assessed in 10 different areas and against up to 58 separate criteria, including a review of the Group’s safer gambling strategy, policies, procedures and controls, as well as conducting interviews with Entain employees, website reviews and on-site visits.

Dan Whitlam, Head of Industry Standards at GamCare, said: “We are encouraged to see Entain achieve the Advanced level of the Safer Gambling Standard for its online and land-based activities, meaning they have adopted a wide range of safer gambling measures that go beyond the social responsibility provisions of their gambling licence.

“The Safer Gambling Standard is an independent quality standard, which incorporates the experience of our service users, the huge level of collected evidence and industry research across numerous fields and GamCare’s many years of experience working across the sector. These safer gambling measures can help protect people from experiencing gambling-related harm.”

Entain leads the market in this critically important area of responsible betting and gaming, with sustainability one of the Group’s core strategic pillars. Through its award-winning Changing for the Bettor safer gambling strategy, Entain takes a holistic approach to protecting its customers, investing millions into research, education and treatment. This strategy focuses on making Entain brands the safest and most trusted betting and gaming environments in the world.

Entain uses data, technology, and evidence-based insights to deliver the most sophisticated and effective player protection. In 2021, Entain launched its Advanced Responsibility and Care™ (“ARC™”) programme which, using revolutionary AI technology, operates in real-time and is individually tailored for each customer. The initial trials of ARC™ in the UK have been encouraging, with results showing a risk assessment accuracy of over 80%, a 120% uplift in the use of safer gambling tools by those most at risk, and a 30% overall reduction in customers increasing their risk levels. Entain is sharing its expertise in ARC™ with regulators and other operators in the UK and beyond.