Online sportsbook and casino operator BetBull will partner on consumer affordability with responsible gaming data firm beBettor.
BeBettor will use its APi services to provide the operator with affordability data, allowing automated instant geo-affordability tests for UK customers of the company.
Better understanding of customers
This will allow BetBull to understand its customers better and provide each player with more personalised safety.
In addition, affordability tests recognise those that are most at risk of financial damage, such as those who are close to or facing bankruptcy or who are registered for insolvency. The two companies seek to shield consumers beyond their means from gambling-related harms associated with spending.
Scott McGregor, Chief Operating Officer of BeBettor, said: “It is great for us to announce our new partnership with BetBull who are at the cutting edge of the industry today.
“We have really enjoyed working with the BetBull team who are integrating the new affordability data we provide into their next generation safer gambling frameworks.”
As the latter continues to press ahead with its review of the 2005 Gambling Act, affordability checks have become a recent priority of responsible gaming campaigners as well as the UK Gambling Commission (UKGC).
As many people continue to cope with the financial burdens of the COVID-19 pandemic, it has become an especially important topic. The UKGC has previously indicated that a consumer loss of £ 100 per month is known as the ‘lowest possible’ criterion for an affordability review to be carried out by operators.
Friendly support and first class approach
Ian Tannok, Head of Safer Gambling at BetBull said: “We are delighted to be working with beBettor on affordability.
“We’ve been really impressed with the beBettor team and their friendly support and approach has been first class. It was a major factor in our decision to proceed with integrating beBettor’s affordability solution.”