Our Commitment

For most of our customers, betting and gaming is an enjoyable and sociable way to spend time. It’s one of the reasons it continues to be so popular.

But for a small percentage of people it can cause personal, social, financial and even health problems.

We’re committed to helping our customers gamble in a safer and more responsible way and providing support to those who need it.

The Seven Pillars

As part of our commitment, in 2019 we launched our safer gambling strategy, ‘Changing for the Bettor’, an Entain-wide initiative featuring seven key pillars to help understand and prevent gambling related harm.

Understand the problem


To reduce gambling harm, we need to know as much as possible about it. So, we’re funding research to help us find the best solutions.

Educate stakeholders


We’re helping to educate thousands of young people and professionals about the potential risks of gambling harm and how to avoid them.

Promote responsible attitudes


Through advertising, marketing and sponsorship we’re promoting social responsibility.

Empower our customers


Within our products, we’re adding features that help customers to gamble safely. Within our processes, we’re using tech to lead the way in detecting problematic play and within our industry we’re working to collaborate and innovate.

Help people in need


We’re funding treatment and support for people who suffer from gambling harm.

Design for safety


With ‘responsible design’ principles, we’re making sure our products are safe as well as fun.

Change ourselves for the Bettor


At Entain, safer gambling is everyone’s business. We’re making sure that everyone we work with knows safer gambling is core to all that we do.

Advanced Responsibility & Care (ARC)

Protecting you is at the heart of everything we do, and that’s why we created ARC (Advanced Responsibility and Care).

ARC seeks to prevent gambling problems before they arise by implementing technologies designed to offer tailored protection according to your individual needs.

Artificial intelligence and algorithmic learning form the basis of our approach. An example of this is Markers of Protection, which helps us identify unhealthy gambling behavioursearly and offer preventative tools.

To keep your experience as safe and fun as possible we collect and safely store data from your gambling which is protected under GDPR (for more information see our Privacy Policy.)

If we notice significant changes in patterns, we may contact or alert you to suggest gambling controls such as help tools, and in rare cases recommend you have a chat with one of our advisors.