Flutter Entertainment has unveiled a new safer gaming approach in which the company will shift its focus away from assisting when issues develop and toward preventing them entirely. 

Flutter strives for Safer Gaming

The operator’s mission is to “ensure the safety of [its] consumers at all times.” Conor Grant, chief executive of Flutter UK and Ireland, described the new strategy as a “refreshed and thorough” approach to each area.

The strategy is the result of months of hard work, Grant explained, bringing together the best talent from across their existing businesses and gathering insights from industry experts, customers, and colleagues to identify priority issues to focus on and challenging areas where they can make a difference.

The strategy is organized around five fundamental tenets: find, educate, empower, comprehend, and assist. The discover component attempts to increase industry awareness of online casino and sports betting damage. Educate will adopt tactics to increase all customers’ and colleagues’ awareness of the harms associated with gambling, while empower will develop safeguards to ensure that customers can use Flutter’s products securely. The term “understand” refers to the process of recognizing players who display high-risk behavior, while “support” refers to customer interaction.

Ambitious Strategy 

Grant continued, “Safer gambling has always been ingrained in our culture, and employees across the organization are committed to successfully executing this ambitious strategy and ensuring that every moment is safe for consumers.” 

Each pillar of the new strategy will be explained in detail over the following weeks, followed by frequent updates on the business’s progress. Flutter recently demonstrated its commitment to ESG by renaming its risk committee at the board level the risk and sustainability committee.