Entain To Implement ‘New Affordability Model’ Across UK Portfolio

Entain Plc will implement a “new affordability model” across the entire UK brand portfolio to identify consumers that are at “greatest risk of potential financial harm,” allowing customer service teams to intervene early.

Entain’s patented ARC (Advanced Responsibility and Care) safer gambling player management system was used to configure the model, which has been “under development for the past 18 months.”

Entain’s ARC framework blends open source and publicly accessible data with behavioural metrics to refine the targeting of at-risk consumers, according to the operator’s in-house data science unit.

The ARC project is being led by Peter Marcus, Group Operations Director at Entain, who said: “We have been working on player affordability concepts for the past 18 months as part of our ARC affordability programme.

“This aims to identify relevant limits at the right time to protect customers whom our technology has identified as being vulnerable, or particularly at risk.”

Protecting those at a disadvantage

Entain’s “new affordability model” comes at a time when regulators are discussing how to better protect those that are disadvantaged by not restricting the pleasure of the vast majority.

Tim Miller, the UK Gambling Commission’s (UKGC) Executive Director of Policy Development, told business leaders that licenced operators ought to radically change their mechanics for assessing and intervening on affordability.

Entain backed up the ARC model by claiming that studies showed that communications with selected consumers and the use of betting and gaming technologies cut customers’ staking and depositing caps by about 55 percent.

Personalised, individual approach to player protection

Jette Nygaard-Andersen, chief executive of Entain said: “We firmly believe that a more personalised, individual approach to player protection is the way forward which is why, for the most vulnerable customers, we have taken action as soon as we can.

“We are deeply committed to giving every customer the best experiences and protection we can, tailored to their particular needs.”

Entain expects to get the latest ARC platform completely operational in the UK market through its 14 brands by the end of the summer, with the model being adapted for various countries and cultural standards later in the year.

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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.