Flutter Launches Innovative Programme To Promote Safer Society, Safer iGaming


Responsible gambling leader Flutter Entertainment has launched a partnership program through its so-called Alpha Hub to help shape and promote a safer, more equitable, society.

Aligning with Flutter’s Positive Impact Plan, the Flutter Tech4Good Award and the Flutter Responsible Gambling Council (RGC), the Play Well Challenge focusses on responsible gambling and community support.

The Tech4Good Award recognises how technology can address pressing social issues, while the Play Well Challenge, in collaboration with the RGC, aims to solve real-world problems in the industry through partnerships with startups, supporting an innovation strategy to create a safer gambling environment.

These programs are part of Flutter Entertainment’s Positive Impact Plan, leveraging our global reach to achieve sustainability goals, including:

  1. Helping communities to Do More: Making a positive impact on communities and improving the lives of 10 million people by 2030 through sport, play, and our employees’ skills.
  2. Helping customers to Play Well: Working towards our objective of having 75 percent of our active online customers utilizing Play Well tools (such as time, money, and education tools like deposit limits and activity statements) by 2030, with a goal of over 50 percent by 2026.

The Flutter Tech4Good Award

The Flutter Tech4Good Award welcomes startups from around the world, at any stage, that utilise technology to address social issues. We are particularly interested in startups that serve disadvantaged groups and have a clear plan for scalability and impact measurement. We aim to collaborate closely with entrepreneurs dedicated to improving society through cutting-edge technological solutions.

Flutter & RGC: Play Well Challenge

At Flutter, we constantly seek insights from enhanced systems, technology, and research. This challenge invites entrepreneurs and startups committed to enhancing the customer experience for all, focusing on responsible gaming challenges that drive progress across the industry.

By engaging with innovative startups, Flutter aims to drive positive change, foster responsible gambling practices, and make a meaningful impact on society.

Said Flutter Entertainment CIO Conor Lynch: “The Flutter Tech4Good Award and Play Well Challenge align our expertise in technology with the ambitious targets set out within our Positive Impact Plan.

“As part of this, we want to utilise our global scale and in-house talent to support the innovative startups that are developing technology that enhances consumer protection and drives positive change in the communities in which we operate.”

Added Responsible Gambling Council CEO Shelley White: “The RGC is proud to collaborate with Flutter on this important programme to minimise harms related to gambling.

“The Flutter & RGC Play Well Challenge has the ability to drive real change in Responsible Gambling, globally, and ultimately create a safer gambling experience for millions of people.”

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