Home > Sustainable Gambling > Flutter launches “comprehensive and challenging” sustainability initiative

Flutter launches “comprehensive and challenging” sustainability initiative

| By Marese O'Hagan
Online gaming giant Flutter has announced the launch of its sustainability initiative, the Positive Impact Plan.

The plan aims to provide support to Flutter customers, staff and the communities it operates in in the fields of safer gambling, diversity and inclusion, community initiatives and environmental impact.

It focuses on three areas – “Play Well”, “Work Better” and “Do More”.

Play Well aims to ensure safer overall gambling experiences for Flutter customers, as opposed to getting involved only when problem gambling takes place. This was announced earlier this month, and involves providing players with more safer gambling information and support.

Play Well metrics will be rolled out throughout 2022.

Work Better focuses on diversity efforts, with Flutter announcing that it aims to have women make up 40% of its top leadership roles by 2026.

This comes after Flutter’s Diversity, Equity and Inclusion initiative was launched in 2021.

Do More will see Flutter work with and fund community initiatives in the areas of sports, wellbeing, health and tech.

In addition to this, the strategy will focus on reducing Flutter’s environmental impact by setting sustainability targets for 2022, in line with Flutter’s Science Based Targets initiative.

“Our Positive Impact Plan is a comprehensive and challenging strategy which demonstrates that Flutter is setting the agenda for positive change,” said Peter Jackson, Flutter CEO. “We are committed to contributing positively to our customers, colleagues and the communities in which we operate.

“This plan builds on the strong foundations laid by each of our divisions, leveraging our global scale and positioning us at the forefront of meaningful change.”

In December last year Flutter overhauled its its board-level risk committee, renaming it the risk and sustainability committee and appointing MGM Resorts and McDonald’s veteran Atif Rafiq as a member.

Subscribe to the iGaming newsletter