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Entain gets GamCare safer gambling accreditation for UK online and land-based operations


Sports betting and gaming giant Entain has been awarded the Advanced Safer Gambling Standard by GamCare for evidencing the highest standards of player protection and social responsibility in its UK online and land-based activities.

The Safer Gambling Standard is an independent quality standard that assesses measures that businesses have put in place to protect customers from experiencing gambling-related harm. The group is the largest operator to be awarded the highest level of accreditation (Advanced Level 3) for its online activities, and Advanced Level 2 for its land-based activities, underlining Entain’s sector-leading approach to safer gambling.

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

“Sustainability, and with that – responsibility, is at the heart of our strategy and is fundamental to the way we do business,” Hoskin added. “We work hard to provide our customers with the safest and most trusted environment to play, whether online or in our shops, and are committed to continuing to lead the industry to the highest standards of social responsibility in the longer term.”

Robert Hoskin, Chief Governance Officer at Entain

For the Safer Gambling Standard, Entain was assessed in 10 different areas and against up to 58 separate criteria, including a review of the group’s safer gambling strategy, policies, procedures, and controls, as well as conducting interviews with Entain employees, website reviews, and on-site visits.

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

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

Furthermore, last month, the company was named the Safer Gambling Provider of the Year at the EGR North America Awards.

We’re Safer Gambling Provider of the Year 2022!🏆🎉

Sustainability and responsibility are key to everything we do at Entain and it’s great to be recognised for the industry-leading work our team do in innovation and player protection. @eGRNorthAmerica#ItsYourGame

— Entain (@EntainGroup) April 28, 2022

Through its award-winning Changing for the Bettor safer gambling strategy, Entain takes a holistic approach to protect its customers, investing millions into research, education, and treatment. This strategy focuses on making Entain brands safe and secure betting and gaming environments.

Entain uses data, technology, and evidence-based insights to deliver sophisticated and effective player protection, the company explains. In 2021, Entain launched its Advanced Responsibility and Care (ARC) program which, using AI technology, operates in real-time and is individually tailored for each customer.

The initial trials of ARC in the UK have been encouraging, with results showing a risk assessment accuracy of over 80%, a 120% uplift in the use of safer gambling tools by those most at risk, and a 30% overall reduction in customers increasing their risk levels.

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