Entain launches breakthrough affordability model in UK

  • Advanced Responsibility and Care programme launches in UK first
  • Model said to identify players at risk from problem gambling and restrict their stakes
  • Software uses available player data and behavioural indicators
  • Entain expects to customise and roll out the initiative globally later this year.

entain group

A pioneering, technology-led programme that identifies players at risk of problem gambling has been launched in the UK by gambling giant Entain.

The Advanced Responsibility and Care (ARC) system will automatically place betting limits on customers whose available data and behaviour patterns raise concerns.

It is the first such system to be rolled out, and Entain says it plans to adapt the programme for all its 14 UK brands this summer and then go global later in 2021.

The launch in the UK is an interesting one, coming as the United Kingdom Gambling Commission investigates how the industry might do more to protect players. Online gambling companies of all sizes promise to beef up their responsible gaming practices in the hope of warding off severe new regulations.

First of its kind

Entain has been fast out of the blocks with its own solution. It is thought to be the first to utilise a combination of personalised technology-led customer protection, affordability checks and the staking limit model.

ARC’s affordability checks are now going live across Entain’s 14 brands in the UK, which includes Ladbrokes, Coral, partypoker, Gala and Foxy Bingo. The launch today should coincide with the Government’s consultation period on gambling-related responsibility issues coming to an end.

Peter Marcus, Group Operations Direct at Entain, has led the ARC programme initiative and said it would protect those who needed it without restricting the majority’s affordable enjoyment.

‘Protect customers’

He said: “We have been working on player affordability concepts for the past 18 months as part of our ARC affordability programme.  This aims to identify relevant limits at the right time to protect customers whom our technology has identified as being vulnerable or particularly at risk.

“For those we believe are at most financial risk, we set limits which only increase if those individuals share certain information about their affordability. This means the vast majority of customers who show no indications of financial risk can still bet with us freely.

“We think this is an important step in preserving personal freedoms and will also greatly benefit the horse-racing industry, which is concerned about the impact of blanket measures on its future viability.”

Data scientists

Entain’s data scientists have worked on an “affordability framework” that pulls together open source and in-house commercial customer data and adds behavioural trends. Combined, the system will identify varying degrees of risk.

Jette Nygaard-Andersen, Chief Executive of Entain, explained: “We firmly believe that a more personalised, individual approach to player protection is the way forward which is why, for the most vulnerable customers, we have taken action as soon as we can.

“We are deeply committed to giving every customer the best experiences and protection we can, tailored to their particular needs.”

The company says ARC is very much a project in continuous development and revealed that targeting at-risk customers to use betting and gaming tools to reduce risk had helped cut their stakes and deposit limits by about 55%.

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