Entain Increases UK Player Protection with Affordability Model

Updated by Mike Lorente on September 06, 2021 in

Entain has recently put its pioneering affordability model into action, to identify UK players across each of its brands who are at risk of financial problems. The technology is known as ‘ARC’ which stands for ‘Advanced Responsibility and Care’ and forms part of the brand's ongoing commitment to help vulnerable players.

The software works by examining each player's betting behaviour on an individual basis. It’s believed that this makes Entain the first UK gambling operator to roll out such technology which also works alongside affordability checks. 

The company seems to be a step ahead of the rest. As it launched its ARC model at the same time as debates were held by the UK government on how it can implement further legislation to help players. 

Entain expects the ARC software to be fully active across each of its UK brands by this summer. With the rest of the world following suit by the end of the year. It will be implementing tailored solutions for specific countries, whilst taking into account cultural differences in gambling habits.

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Committed to UK Player Protection

The ARC software has been developed over the past 18 months by the company Data Scientists. With the company recently confirming that 14 of its brands in the UK are already live with the solution.

The software works using customer data available commercially, as well as behavioural pattern indicators, allowing the company to then intervene.

Entains Group Operations Director, Peter Marcus stated: 

“For those we believe are at most financial risk, we set limits which only increase if those individuals share certain information about their affordability. This means the vast majority of customers who show no indications of financial risk can still bet with us freely”.

For those UK players who might be concerned about how this will affect their betting habits, Mr Marcus went on to say: 

“We think this is an important step in preserving personal freedoms, and will also greatly benefit the horse-racing industry, which is concerned about the impact of blanket measures on its future viability”.

An Affordability Model with Proven Results

Entain has made it very clear that ARC will be an ongoing project with continual development. As they anticipate the launching of further related software models, to meet the demands of player betting patterns and behaviours.

The group has already noted great successes with the current model. With targeted players already reducing their deposit and betting limits by approximately 55%. 

Jette Nygaard-Anderson, Chief Executive of Entain released a statement on the ARC rollout: 

“We firmly believe that a more personalised, individual approach to player protection is the way forward which is why, for the most vulnerable customers, we have taken action as soon as we can”.  

Jette then went on to mention the company's holistic approach to protecting players: 

“We are deeply committed to giving every customer the best experiences and protection we can, tailored to their particular needs”.

Affordability Checks on UK Players - What’s the Current Situation?

Conversations are raised continually within the UK over the most effective way to identify and assist those players at risk from problem gambling. Unfortunately ‘one size does not fit all’ and there’s a fine line to tread between protecting those at risk, whilst not limiting other players’ enjoyment. 

In February 2021 the UKGC held discussions with regards to this important matter. They called for many stakeholders to submit evidence with regards to affordability checks on players. To which they have stated they will consider when it comes to future legislative changes. 

If you have already been playing at a UK online casino and making consistently large bets you’ll likely already be familiar with these checks. You may already have been asked to produce documents to validate that you can afford to gamble. 

What this means for UK Gamblers

The UK government proposes to change the current laws to make even a player's monthly net loss of £100 be flagged. Meaning that many customers could soon need to complete affordability checks, not just the high-rollers. 

Who Are Entain?

Originally established as GVC Holdings, in 2020 the group rebranded to ‘Entain’. The company is one of the world's oldest and biggest gambling operators. There’s a good chance that you’ve heard of some of their brands. Ladbrokes, Gala, PartyCasino and Coral all sit under the Entain umbrella.

In the USA the company co-owns the legendary BetMGM, as well as operating in over 20 countries, with its main head office in the UK. 

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Mike Lorente
Mike Lorente
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Mike has worked as a freelance writer, focusing mostly on writing reviews and opinions on online casinos. In these past years, he has come to know in-depth how casinos operate and what to look for when choosing a casino. He is always happy to share new tips and strategies aimed to help you in your gaming journey. Based in Spain, Mike is a specialist in casino games and a master when it comes to online slot machines, sharing his strategies and tips on our website.
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