In order to further increase player safety for customers, Entain plans to expand its scope of collaboration with external partners to provide education and support across more areas of interactive entertainment.
The firm plans to build on work started with partners in the US to support video-gaming and esports participants in the UK and Europe who may be at risk of damage through its not-for-profit Entain Foundation.
In the area of player protection, Entain says it will engage “with a number of important partners,” including the Foundation, to help educate and support people who enjoy a wide spectrum of interactive entertainment in the UK and Europe.
Understanding and meeting customer needs
Entain’s director of safer gaming and regulation, Grainne Hurst, said: “Our business is all about understanding and meeting the needs of customers, which means offering the most entertaining experiences whilst doing everything we can to protect them.
“At the core of our approach to sustainability is our belief that delivering the highest possible levels of player safety and protection is the best way to guarantee our long-term success.”
The launch of ‘Mind Your Game’ in the UK alongside Game Quitters, a support community for victims of gaming disorder, as well as additional support from Kindbridge, is one of the first initiatives. The Entain Foundation is funding a social media educational campaign to increase awareness about the dangers of addiction.
This attempts to inform players and their families on the mental health challenges that gamers experience, including specific issues to be aware of, tips and techniques to reduce possible harm, and information on where to seek help. Skins Gambling, Esports Betting, Spot the Problem, and Seek Help are all informative videos available on YouTube.
Epic Risk Management and the Counter-Strike Professional Players Association, which represents professional players throughout esports, will also provide more education and support for persons at risk of online addiction and gaming disorder in video gaming and interactive entertainment.
Entain published a Sustainability Charter last year, with four pillars including promoting responsible gaming and investing in people and communities. Entain has committed to investing £100 million in the Foundation by 2025, which will include educational and assistance programmes.