CARING FOR OVER 13 MILLION PEOPLE

At Flutter, Safer Gambling is fundamental to every element of our strategy.

Our vision is to be a global leader in online sports betting and gaming, and our purpose is to deliver a vibrant and safe sports betting and gaming experience to our existing 13 million customers around the world.

We want to make sure they stay in control and only bet what they can afford when they visit our sites and shops. That’s our No 1 priority. However, we recognise that for a small minority of customers, gambling stops being fun and they become at risk of harm. All markets have their own regulations and societal context, and we apply our principles in that context with the ultimate objective of building a sustainable and responsible business in each market.

We build our business on customers having fun. Harmful play has no place.

To make sure all our customers gamble responsibly, we have robust and wide-ranging policies on Safer Gambling and routinely engage with customers we think might be at risk.

The tools we have in place range from deposit and loss limits to full self-exclusion protocols, and we endeavour to make these tools as easy as possible to use — while making sure they evolve so that we are doing everything we can to protect our customers.

Every customer is different. We know that not all of them will choose to proactively use our tools, so we monitor our customer base using proprietary machine learning models. These use an algorithm to identify customers who may need intervention based on their behaviour. Our models analyse customer behaviours regularly and assign risk scores to each active customer. This helps us to identify ‘at risk’ customers early and allows us to proactively intervene before gambling becomes a problem.

We educate our customers and staff about responsible play

This isn’t a dry, faceless process. We have real people trained to call and email customers every day to intervene when we see they may be at risk of gambling related harm.

We are making significant investments to protect our customers, which includes continually refreshing our staff training around Safer Gambling.

Our specialist Safer Gambling teams make over 90,000 monthly awareness interactions across our brands, including 1,200 customer interaction calls per month.

We have to talk, share and work with others to keep innovating in Safer Gambling

An important part of our Safer Gambling strategy is aimed at establishing the Flutter Group as one of the progressive voices in the industry and striving to raise the standards for our customers and stakeholders.

We work with trade associations in all of our regulated markets, all of which have played an important role in establishing progressive, constructive self-regulation that enhances customer protection.

We made further significant steps towards driving the industry forward in 2019 by working with several leading operators in the UK to introduce industry Safer Gambling Commitments — a comprehensive set of measures devised to support the UK Gambling Commission’s National Strategy to Reduce Gambling Harm.

You can read more about our brand-specific approaches to Safer Gambling at Betfair, Paddy Power, Sportsbet and PokerStars.