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GVC launches pair of pilots for ARC strategy

| By Robert Fletcher
GVC Holdings has announced the launch of two new pilot initiatives as part of its recently established Advanced Responsibility and Care (ARC) safer gambling programme.

Unveiled last week, ARC will deploy the group’s proprietary technology platform and behavioural play data in order to provide end-to-end player protection and interaction across its network.

To support this, GVC has partnered independent game data specialist Future Anthem, and neuroscience, neuroimaging and problem gambling expert Mindway AI to develop two new pilot initiatives.

Working with Future Anthem, GVC will pilot the new Anthemetrics Safer Play Responsible Gambling solution, with the aim of enhancing its existing detection technology to allow for earlier identification of players who exhibit potential early signs of problem gambling.

GVC will also make use of Mindway AI’s new Gamalyze self-identification test, which will be used to provide users with feedback about their decision-making to provide advice and guidance on how they can keep control of their gambling.

“As we set out last week with the launch of ARC, we are committed to leading the industry on safer gambling issues,” GVC chief executive Shay Segev said.

“Our proprietary technology provides us with unparalleled insight into player behaviour and we are now enhancing this capability by working with partners to provide additional scientific based insight.”

The launch of ARC forms part of GVC’s new sustainable growth strategy, which will also see the business rebrand as Entain.

Other responsible gambling aspects of the new strategy include a commitment to generate 100% of revenue from locally regulated markets by the end of 2023, as well as implement additional customer checks across all customers.

In addition, a responsible gambling metric will be incorporated into the group’s annual group wide bonus conditions.

The latest announcement also coincides with the start of Safer Gambling Week 2020, which runs from November 19-25 in the UK and Ireland.

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