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Entain strengthens ID and financial checks with Synalogik

| By Robert Fletcher
Gambling giant Entain has linked up with intelligence and security specialist Synalogik to strengthen its identity, financial and credit checks.
IGSA Cyber committee

Entain will now use Synalogik’s Scout solution to enable automatic checking and risk-scoring of thousands of customers.

Entain said this will significantly improve response times the end user. Its security processes would now take seconds rather than hours or days, the operator explained, while still ensuring full compliance with regulatory and data protection requirements.

In addition, Entain said that it has carried out all of the relevant privacy risk assessments to ensure the new system maintains a high level of privacy for customers.

Entain will initially launch the new system across its brands in the British market.

“This delivers on our vision of leveraging innovation and technology to create the best experience for every customer whilst delivering the highest standards of compliance effectiveness and corporate governance,” Entain’s director of customer protection Brendan MacDonald said.

Entain joins Betway in partnering Synalogik. The supplier’s current clients include law enforcement agencies, while it also has clients in the cybersecurity, insurance, telecommunications and banking sectors such as NatWest and Telefonica.

Synalogik chief executive Gareth Mussell added: “We are delighted that Entain is using our Scout system to support its compliance and governance processes.  

“This unique solution provides an enriched customer view, in near real-time, drawn from multiple data sources, which enhances decision making and delivers significant efficiency and cost savings.”

The partnership marks the latest step in Entain’s ongoing strategy to strengthen its customer protection methods.

Last week, Entain launched what it described as a “pioneering” affordability checking model for British customers, as part of the Advanced Responsibility and Care (ARC) initiative that will be fully implemented in the market this summer.

Entain said these new checks will help it to identify players at risk of running into financial difficulty as a result of their gambling, and implement staking limits and tighter affordability checks.

In February, Entain completed the initial stage of its ARC customer protection strategy, extending the behavioural indicators it uses to identify users potentially at risk of gambling-related harm.

Launched in November as part of its rebrand from GVC Holdings to Entain, ARC was developed to deploy the group’s proprietary technology platform and behavioural play data to provide end-to-end player protection and interaction across its network.

The operator is also looking to harness new technology for its core products. In December it announced a partnership with media and technology giant Verizon Media to develop new interactive sports and entertainment products.

The partnership aims to act on findings from research commissioned by polling specialist YouGov and commissioned by Entain, which revealed that technology use is shaping gaming and entertainment consumers’ behaviour. It will see the pair collaborate on the launch of a virtual reality product that incorporates betting elements into the sports viewing experience.

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