Flutter has published its 2024 Sustainability Report, providing an update on the company’s progress towards its environmental, social, and governance (ESG) objectives under its Positive Impact Plan. The initiative, launched in 2022, forms the core of Flutter’s group-wide sustainability strategy, which is integrated across its brands and operations through the Flutter Edge platform.
The Positive Impact Plan outlines key priorities in responsible gaming, community engagement, employee development, and environmental sustainability. In the latest report, Flutter detailed advancements across these areas, including its Play Well strategy, which focuses on embedding responsible gaming practices across all customer touchpoints. According to the report, 5% of Flutter’s global customer base now utilises Play Well tools, with the company targeting 50% adoption by 2026. Investment to support responsible gaming initiatives increased by 8% to $139 million over the past year.
In addition to responsible gaming efforts, Flutter reported contributions of $16.4 million to community programmes, with initiatives that the company states have positively impacted over one million individuals. Internally, the business continued to invest in employee development and diversity initiatives, aiming to foster a workplace culture where, it said, “Every Voice Matters.”
Environmental initiatives also formed a part of the update, with Flutter noting a 5% year-on-year reduction in greenhouse gas emissions as part of its longer-term net zero strategy.
Flutter’s 2024 Sustainability Report highlights the company’s continued focus on aligning growth with sustainable business practices, in line with evolving expectations across the global igaming industry.
Peter Jackon, Chief Executive Officer, Flutter, said: “Flutter is committed to sustainable growth and setting the agenda for positive change. I am delighted to share the progress we’ve made on our Positive Impact Plan in 2024 – all made possible through the passion and commitment of our colleagues – through the publication of our second Sustainability Report.
We made important progress in many ways during the year, but something I am particularly proud of is how we are continuing to help our customers to Play Well. We invested $139 million to support and promote safe play across our global operations and saw 44.5% of our active online customers use one or more Play Well tools.
Through the Flutter Edge, we’re sharing insights across the Group, helping our brands to grow responsibly and lead positive change in our industry.”
Sue Albion, Group Director of Sustainability and Regulatory Affairs, commented: “Our Positive Impact Plan is at the heart of our business and I’m extremely proud of the progress we achieved in 2024, which wouldn’t have been possible without the shared commitment and passion from our colleagues across the globe.
Through a unified strategy brought to life through local expertise and execution – we have been able to share learnings and drive continuous improvement across our global operations and help define standards for sustainability within our industry, all powered through the Flutter Edge.”
