Entain has received recognition for its sustainability efforts from GamCare, as the responsible gaming charity awarded the firm its Safer Gambling Standard. 

As one of the UK’s ‘Big Four’ betting and gaming group’s, Entain has stated that it is the ‘largest operator’ to be awarded with the accreditation, which covers both its online and land-based operations. 

The group was recognised with an Advanced Level Three certification for its online business, described as the ‘highest level of accreditation’ with regards to safe gambling, whilst its land-based activities received the Advanced Level Two. 

Robert Hoskin, Entain’s Chief Governance Officer, said: “We are proud to be recognised by GamCare and its Safer Gambling Standard in this critically important area of responsible betting and gaming, and in particular with their highest accreditation. 

“Sustainability, and with that – responsibility, is at the heart of our strategy and is fundamental to the way we do business. 

“We work hard to provide our customers with the safest and most trusted environment to play, whether online or in our shops, and are committed to continuing to lead the industry to the highest standards of social responsibility in the longer-term.”

Prior to receiving the certification, Entain was assessed by GamCare across 10 different areas and against up to 58 separate criteria, which included a review of its safer gambling strategy, policies procedures and controls. 

The charity also conducted interviews with Entain employees, carried out reviews of its website and completed on-site visits at its Ladbrokes and Coral retail holdings.

Dan Whitlam, Head of Industry Standards at GamCare, added: “We are encouraged to see Entain achieve the Advanced level of the Safer Gambling Standard for its online and land-based activities, meaning they have adopted a wide range of safer gambling measures that go beyond the social responsibility provisions of their gambling licence.

“The Safer Gambling Standard is an independent quality standard, which incorporates the experience of our service users, the huge level of collected evidence and industry research across numerous fields and GamCare’s many years of experience working across the sector. These safer gambling measures can help protect people from experiencing gambling related harm.”

A key area of Entain’s sustainability and safer gambling approach is its Advanced Responsibility and Care (ARC), an AI-driven solution operator in real-time and tailored to individual bettors. 

The group also detailed that it invests ‘millions’ into research, education and treatment (RET) as part of its wider strategy towards responsible gaming, dubbed the ‘Changing for the Bettor’ strategy.

Speaking to SBC earlier this year, Robert Hoskin highlighted the success Entain has encountered on tackling problem gambling via the ARC programme, whilst also commenting on the heightened role of social responsibility and sustainability in contemporary business. 

“ESG has become ever more important, particularly in the last two or three years. What it underlines is that people see that the most sustainable businesses are usually the most successful businesses,” the CGO explained. 

“Shareholders want you to be as successful as possible. So whilst they like us to enter into these corporate transactions and successful M&A and build JV partnerships, they expect us also to take a wider perspective and engagement with all our stakeholders and to manage our relationships appropriately.”