The standard, Entain said, was awarded in recognition of its player protection and social responsibility processes across its online and land-based activities in Great Britain.
The Safer Gambling Standard is an independent quality standard that assesses measures businesses have put in place to protect customers from experiencing gambling-related harm.
Entain becomes the largest operator to secure the highest level of accreditation – Advanced Level 3 – for its online activities, and Advanced Level 2 for its land-based operations.
The group was assessed in 10 different areas and against up to 58 separate criteria including a review of its safer gambling strategy, policies, procedures and controls, as well as conducting interviews with Entain employees, website reviews and on-site visits.
“Sustainability, and with that responsibility, is at the heart of our strategy and is fundamental to the way we do business,” Entain’s chief governance officer Robert Hoskin said.
“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.”
GamCare’s head of industry standards Dan Whitlam added: “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 provisions of their gambling licence.”
The standard comes after Entain in February joined forces with a group of other real-money gambling and gaming businesses to form the Global Gaming Alliance, a new forum that aims to address shared challenges as the market for real-money, free-to-play and console gaming evolves.
DraftKings, Facebook parent Meta, and mobile games developers 89Trillion and Habby are also supporting the scheme to create a fair and sustainable industry.
Entain is also continuing with efforts to extend its ARC responsible gambling initiative, with player protection trials taking place in more international markets in order to open up the service to more players around the world.