Entain's AI tool actively protects players
Increase in Player Adoption of Entain's AI Protection System by 98%
Entain's sophisticated AI-driven player safety system, known as ARC, has seen an impressive surge in usage, as per the latest ESG report from the company. In the last 12 months, ARC was engaged over 98% more times, flagging a staggering 742,122 customers!
This cutting-edge tool relies heavily on AI models to evaluate player risk levels and single out peculiar patterns. By assessing factors such as game preferences, deposit/withdrawal amounts, session durations, and 25 other "protection markers," ARC keeps a close eye on individual player accounts.
When flagged, players are steered towards various player protection resources based on their unique circumstances. These may include setting deposit/loss limits, accessing self-exclusion tools, or seeking treatment programs.
A whopping 98% of high-risk players opted to adopt at least one player safety feature following alerts from ARC, while 65% of moderate-risk individuals also made adjustments.
GB's gambling landscape in flux
Introduced in 2021 across 27 jurisdictions for Entain's online gambling services, ARC also operates in the firm's UK and Irish retail outletsβincluding renowned brands like Ladbrokes and Coral. The UK, in particular, has experienced growing calls for gambling reform in recent years. Though initial consultations suggested heavy resistance to affordability checks from gamblers, the recent political shift in the country may redefine the regulatory landscape.
To boost its commitment to safer gambling (and consequently, its ESG score), Entain stepped up its contributions towards gambling research, education, and treatment (RET) to Β£18.7m ($23.7m). This move forms part of a 2021 agreement among the five largest members of the UK Gaming and Betting Council to contribute 1% of their Gross Gaming Yield (GGY) annually for these purposes, up from 0.5%.
Entain focuses on regulated markets
In other news from the report, Entain reported generating 100% of its revenue from regulated markets. Previously scrutinized for its involvements in unregulated markets, the company pulled back from these territories, except those where it had a clear pathway to licensure.
"ARC employs behavioral indicators, data science, and analytics to analyze betting and gaming risks, operating covertly with advanced AI to learn and recognize risky behaviors in player conduct," the report reveals. These AI models are rooted in academic research and continuously assessed and improved for higher precision.
Three AI models are used collectively to evaluate each player's risk in real-time, curbing risky tendencies. Developed through rigorous academic research and consistently evaluated and upgraded for improved accuracy.
- The ARC system, a player safety tool developed by Entain, has experienced a significant increase in usage, flagging over 742,000 customers in the last 12 months.
- ARC uses artificial intelligence models to evaluate player risk levels, analyzing factors such as game preferences, deposit/withdrawal amounts, and session durations to identify peculiar patterns.
- When players are flagged by ARC, they are directed towards various player protection resources, including setting deposit/loss limits, accessing self-exclusion tools, or seeking treatment programs.
- Entain's focus on regulated markets is evident, as they generated 100% of their revenue from these markets in the latest report, pulling back from unregulated markets except those with a clear pathway to licensure.
- The ARC system employs behavioral indicators, data science, and analytics, operating covertly with advanced AI to learn and recognize risky behaviors in player conduct, with three AI models used collectively to evaluate each player's risk in real-time.
