Entain launches UK affordability model to protect players


Entain launches UK affordability model to protect players

Entain has launched its UK affordability model which can identify UK customers who might be at a greater risk of financial problems.

The technology, known as Advanced Responsibility and Care (ARC), can also implement staking limits and tighter affordability checks. 

While the affordability checks are now live on all 14 of Entain’s UK brands, the company aims to roll-out the combination of services in the coming months. The affordability framework under ARC will use available data on customers and combine that with behaviour indicators. 

Group operations director at Entain, Peter Marcus, said: “We have been working on player affordability concepts for the past 18 months as part of our ARC affordability programme. 

“For those we believe are at most financial risk, we set limits which only increase if those individuals share certain information about their affordability.”

Entain said it will continue developing ARC, with more models and behaviour indicators under development. It aims to add a variable stake limit depending on risk levels. 

The completed version of ARC is set to go live in the UK this summer. It will then be customised for different countries later in the year.

Entain CEO Jette Nygaard-Andersen (pictured) added: “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.”