Entain launches new player protection measures

Added: February 18, 2021

Entain has announced the commencement of the first stage of its brand new player safety measure that will be built upon proven data and analytics. Entain is the company behind some industry sensations such as Ladbrokes and Coral.

This latest initiative is called ARC, short for Advanced Protection and Care. It utilizes behavioural measures that weed out the players who are possibly at a higher risk of problem gambling or gambling irresponsibly.

For the last 3 years, Entain has been utilizing protection markers that are organized through different factors including frequency of play, differences in financial habits and the amount of time that is spent on online gaming.

Through this new launch, there will be some additional markers added including extra fluctuation monitoring in stakes, frantic playing in one session, and more…

Jette Nygaard-Andersen, Entain’s Chief Executive, stated:

ARC is fundamental to our future strategy for sustainability and growth. We are putting customers first, both by prioritizing their safety through our use of technology to limit individual exposure to risk, whilst also enhancing their experience across all our brands. We will do this not only in our traditional markets of sports betting and gaming, but also as we grow into new areas, like video gaming and esports as a global entertainment company.

The company’s data scientists are now invested in developing models that will put the array of behavioral measures to the test in life-like situations, in an attempt to try and point out the signs of problem gambling and players who display that they are likely to gamble irresponsibly. Entain is thoroughly convinced that the launch of ARC will ‘revolutionise conventional thinking around responsible gambling’ via the provision of ‘unprecedented safeguards for customers.’

Aside from that, Entain is seeking to provide its clients with a tailored-to-perfection and entirely safe experience that is made to fit their personal risk profiles.

Peter Marcus, Operations Director at Entain, said:

We’re using our technology, leveraging our data and behavioural science, to deliver a fundamental shift in customer care. The real innovation is to apply hyper-personalisation, to customer protection – using insight into the individual behaviours of customers to manage their exposure to risk in real time.

Earlier this year, many scientific workshops offered support groups for gamblers, and the inspiration for the new product in a way comes from these workshops and groups. Some well-known academics that took part in these workshops included Dr Mark Griffiths, who is a Distinguished Professor of Behavioural Addiction And Psychology, as well as Dr Michael Aeur of the Gambling Research Centre at the University of Hohenheim in Germany.

Moving on from these workshops, the company sought some opinions and advice from the Division on Addiction at the Harvard Medical School. The two have been working closely together for a while now on a research project spanning over a few years.

This project will be initially released in the United Kingdom this summer across the entirety of the company’s brands after lots of effort poured into the improvement of the measures and the strategies put in place for its international release, which is planned for later this year.

In addition to the launch of these player safety measures, Entain will keep following up with its bid to obtain the well-known gambling group Enlabs AB, which is based in the Baltic region, after it announced the extension of its initial offer ‘acceptance period’ until the 18th of March 2021.

Enlabs, Entain, Gaming, iGaming