Entain is using its player protection initiative Advanced Responsibility and Care to identify UK customers at greatest risk of potential financial problems.
With affordability checks now live across Entain’s 14 UK brands, the company is believed to be the first leading UK betting and gaming operator to be rolling out a combination of personalised technology-led player protection, affordability checks and individualised staking limits by summer 2021.
The move coincides with intense debate in the UK over how best to protect those at risk without limiting the enjoyment of the vast majority. The issue is one of many on which the government has been taking views in a consultation closing today ahead of legislative reform.
“We have been working on player affordability concepts for the past 18 months as part of our ARC affordability programme," said Peter Marcus, group operations director at Entain, who is leading the ARC initiative. "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”
