As we entertain our customers, our number priority remains ensuring they can play safely and within their means.

Through our award-winning Changing for the Bettor safer betting and gaming programme, we take a holistic approach to protecting the customers, investing millions into research, education and treatment. In 2021 we introduced ARCTM – Advanced Responsibility and CareTM – which takes a technology-led intelligent approach to risk reduction. Using revolutionary AI technology, ARCTM operates in real-time, and crucially, it is individually tailored for each customer. It is built on a foundation of academic research and is always working invisibly in the background stepping in when needed.

ARCTM

In 2021 we introduced ARC™  - Advanced Responsibility and Care™  - which takes a technology-led intelligent approach to risk reduction. Using revolutionary AI technology, ARC™ operates in real-time, and crucially, it is individually tailored for each customer. It is built on a foundation of academic research and will always be working invisibly in the background stepping in when needed.

ARC™ employs sophisticated algorithms, utilising 26 different markers of protection to identify signs of risk and when needed steps in to interact with the customer, modify the operation of games such as limiting stakes or slowing down play and suppressing marketing activity.

Our initial trials have been very encouraging, with results showing a risk assessment accuracy of over 80%, a 120% uplift in the use of safer gambling tools by those most at risk and a 30% overall reduction in customers increasing their risk levels.

We continue to refine ARC™ , as the programme continuously improves through machine-learning. Having been initially trialled in the UK, the programme is now being rolled-out internationally.

More strategy in action