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.

Best Casino Bonuses for October 2021

Rank Rating Bonus Offer Secure Link

Top Features

  • Fast payouts
  • Live Casino
  • Free Spins

Payment Methods

Visa MasterCard Neteller Skrill Trustly Rapid Transfer EPS Astropay
More details

Top Features

  • Tax Free Winnings
  • Excellent Support
  • Low wager

Payment Methods

Visa MasterCard Skrill Neteller Apple Pay Bank Transfer Interac Maestro
More details

Top Features

  • No deposit bonus
  • Tax Free
  • Wide choice

Payment Methods

Visa MasterCard Skrill Neteller ecoPayz Alipay Revolut Credit / Debit Cards

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. 

Latest News View all

Top 3 Euro Casinos for Irish Players

Ireland has plenty of people who consider themselves to be gamblers, and these residents like to have a go at casino games as much as anything else. As things stand today though, there are so many online casinos in action that it can be difficult to choose from the selection on hand. We're going to be going through the best Euro casinos that accept Irish players.

Read more

Tropical UK Casinos for Your Own Island Getaway

Wouldn’t it be nice to just get away from the rigamarole of everyday life and transport yourself to a tropical island? Somewhere that you can experience the warm sun, the temperate sea and some time to rejuvenate. Of course, we’re not all able to simply up and leave our daily lives to experience a tropical getaway. But don’t worry. If that pertains to you, we have a great suggestion for you. You can check out a bunch of exciting online casinos with a tropical theme to bring that atmosphere to your screen.

Read more

Best Slots to Play on Your Adventures

If you’re setting off out on your adventures and travelling somewhere, then you needn’t be without your favourite online casino games. Many software developers have created their games in a way that allows them to travel alongside you. So, you’ll never have to go without getting your gaming fix while out and about. Just imagine sitting by the beach and having a spin of the reels while the water laps up on the shore. Or hiking in the mountains and hitting a big win on a game with a plethora of trees surrounding you.

Read more

Most Popular

Biggest Gambling Cities Across the Globe

Gambling is not something that is restricted to one specific area of the world. In fact, it is present in more countries than you may know, be that in an official way or a bit more of an underground format. Whatever the case may be, gambling has become an appealing pastime for many people all over the globe. So much so that various cities around the world have risen to obtain the status of being the biggest gambling locations today.

Read more

Bankroll Warrior's New Guest Host Announced

CasinoTopsOnline’s very own podcast The Bankroll Warrior is going to be guest-hosted by none other than Tayo Branston, also known as FunkTazer. Check out who the new guest host is and what he plans on bringing to the podcast.

Read more

Euro 2020 Final Odds Italy vs England - Who Will Win It?

Italy and England will face each other on Sunday at Wembley in what has been an existing European Championship tournament. Hosted a year later due to the pandemic, the Euro 2020 will come to an end on Sunday at 3 pm, with the final taking place at Wembley. Is it coming home? Or is it coming to Rome? Let’s see what the bookmakers say.

Read more

How Do No-Risk Bonuses Work?

Let’s face it, most of us love a bonus. These are the joyous treats that keep us ticking and give us that little bit extra. Making us feel welcome at our favourite online casinos, or rewarding us for our loyalty. They come in all different shapes and sizes these days, as sites compete for our business.

Read more

Biggest Online Jackpot Wins of Last Year

It is always a momentous occasion when someone wins an online jackpot from a casino. And while many of us believe that they do not come around so frequently, several big winners were recorded in 2020. So, keep playing and you never know, you could be the very next person to claim a jackpot payout. Let’s have a look at the biggest online jackpot wins of 2020.

Read more

Best Crypto Gambling Sites 2021

Crypto bring with it new opportunities and for all those online casino players who prefer to use cryptocurrencies for their gambling payments, we know of several online casinos that support Bitcoin, Litecoin, Ethereum and other cryptocurrencies as a payment method. So, which of these sites can we recommend for 2021?

Read more

Bankroll Warriors Gets New Host for 2021

CasinoTopsOnline is re-launching its exciting slots and casino Twitch stream Bankroll Warriors with a brand new host for 2021. At different times in his life, Dreezy has been a professional poker player, gambler, esports bar owner, trucking business owner and Twitch streamer. Read more

£100 Deposit Bonus UK

UK online casinos that offer a £100 deposit bonus are quite common, especially as we see an increase in the number of online casinos, which results in greater competition between them - and better offers for players!

Read more

Bankroll Warriors is Back With HUGE NEWS

Bankroll Warriors is our hit casino podcast, offering you a look into the world of the best slot games online at the top casinos around. So get right for lights, camera, and spin! Whether you’re after discovering the best bonuses or just after some suggestions for a new game, our new all-star streamer team has got what you need.

Read more

5 Favourite Slots by European Players

Europe is a hotbed for casino gaming activity, and there’s little wonder. With locations like Monte Carlo, London and Malta all playing host to exciting casino escapades, it has quite the popular appeal for players. It is also due to this that many online casino slots have become popular in their own right with players from the continent. So, which ones can be considered the five favourites of European casino players? We’ve got a look at each of these and their inbuilt features below.

Read more
Mike Lorente
Mike Lorente
559 Articles
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.
About the author