Flutter Entertainment has revealed its new safer gambling strategy in which it will switch focus from intervening when problems arise, to preventing them from happening at all.
The operator aims to “make every moment safe for [its] customers”.
Launching the new strategy, Flutter UK and Ireland chief executive Conor Grant described it as “a refreshed and comprehensive” approach for each market.
“The strategy is the culmination of many months of hard work, bringing together the best from across our existing businesses, gathering insights from industry experts, customers and colleagues to identify priority issues to focus on and challenging areas where we need to go further,” Grant explained.
The strategy is broken down into five core principles: discover, educate, empower, understand and support.
The discover aspect aims to advance the industry’s understanding of gambling harm. Educate will implement strategies to improve all customers’ and colleagues’ understanding of gambling harm, while empower refers to establishing protection measures so customers can use Flutter’s products safely.
Understand relates to identifying players who exhibit high risk behaviour and support concerns customer interaction.
Grant added: “Safer gambling has always been a central part of our culture and colleagues from across the business are committed to the successful delivery of this ambitious strategy and making every moment safe for customers.”
Each pillar of the new strategy will be discussed in full over the coming weeks, after which the business will regularly update on its progress.