Entain Achieves GamCare Safer Gaming Accreditation for UK Online and Land-Based Operations

Sports betting and gaming giant hear received the advanced award Safer Gaming Standard by GamCare to demonstrate the highest standards of player protection and social responsibility in its land and online businesses in the UK.

The Safer Gambling Standard is an independent quality standard that assesses the measures companies have in place to protect customers from gambling-related harm. The group is the first operator to have obtained the highest level of accreditation (Advanced Level 3) for its online activities, and Advanced Level 2 for its terrestrial activities.highlighting Entain’s industry-leading approach to safer play.

Robert Hoskin, Director of Governance at Entain, said, “We are proud to be recognized by GamCare and its Safer Play Standard in this critically important area. responsible betting and gaming, and in particular with their highest accreditation.”

“Sustainability, and with it responsibility, is at the heart of our strategy and is fundamental to the way we do business,” added Hoskin.. “We work hard to provide our customers with the safest and most reliable gaming environment, whether online or in our stores, and we are committed to continuing to lead the industry to the highest standards of long-term social responsibility.”


Robert Hoskin, Chief Governance Officer at Entain

For the Safer Gambling Standard, Entain has been evaluated in 10 different areas and up to 58 different criteriaincluding a review of the group’s safer gaming strategy, policies, procedures and controls, as well as interviews with Entain employees, website reviews and site visits.

Dan Whitlam, Head of Industry Standards at GamCare, said:We are encouraged to see Entain achieve the advanced level of Safer Gambling standard for both its online and land-based businesses.meaning they have adopted a wide range of safer gaming measures that go beyond the social responsibility provisions of their gaming license.”

“The Safer Gambling Standard is an independent quality standard, which incorporates the experience of our service users, the enormous level of evidence collected and industry research in many fields, and the many years of experience of GamCare in the industry,” added Whitlam. “These safer gambling measures can help protect people from gambling-related harm.”

Besides, last month, the company was named Safer Gaming Provider of the Year at the EGR North America Price.

With its award-winning Change for the Bettor safer gaming strategy, Entain takes a holistic approach to protecting its customers, investing millions in research, education and treatment. This strategy aims to make betting and gaming environments safe and secure for the Entain brands.

Entain uses data, technology, and factual information to deliver sophisticated and effective player protection, the company explains. In 2021, Entain launched its Advanced Responsibility and Care (ARC) program which, thanks to AI technology, works in real time and is individually adapted to each customer.

Early trials of ARC in the UK have been encouraging, with results showing over 80% risk assessment accuracy, 120% increase in the use of safer gaming tools by those most at risk, and an overall reduction of 30% in the number of customers increasing their level of risk.



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