Entain player protection tool usage up 98% as firm highlights ESG priorities

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Entain player protection tool usage up 98% as firm highlights ESG priorities

Article brief provided by iGaming Business
  • Nicole Macedo, iGaming Business
July 9, 2024 7:35 PM
  • Nicole Macedo, iGaming Business

Entain’s player protection tool Advanced Responsibility and Care (ARC) saw a 98% increase in player uptake in 2023, the operator revealed in its 2023 ESG report.

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The player protection programme, which launched in 2021, was rolled out across 27 online jurisdictions (out of a total of 34 possible markets) during the period. A retail version also went live across Entain shops in the UK and Ireland in 2023.

Up to 742,112 customers used the programme during the 12-month period. ARC, which stands for Advanced Responsibility and Care, utilises AI to approach risk reduction in players.

ARC uses three AI-based models to assess players’ risk levels. It can flag or recommend players to implement various features including payment method limits, unusual deposits, long session lengths and large withdrawals.