All Eyes on Entain: AI-Driven Gambling Protection Soars
Increase of 98% in Player Adoption for Entain's AI Player Protection System
Entain's AI-driven player protection tool, ARC, has witnessed a staggering surge in use, as per the latest ESG report from the company. The tool, implemented across 27 jurisdictions and in many UK retail outlets, flagged an astounding 742,122 customers over a 12-month period, marking an astonishing 98% increase in usage.
ARC leverages advanced AI models to gauge players' risk levels and identify abnormal behavior, focusing on factors like game selection, deposits, withdrawals, and session length — among 26 protective markers. Upon flagging, players are recommended personalized safeguards, such as deposit or loss limits, self-exclusion tools, or treatment programs.
A whopping 98% of high-risk individuals adopted at least one protective feature, with medium-risk players following suit at 65%. With a total of 8.7 million ARC interventions, the tool appears to be an effective means of promoting responsible gambling and bolstering Entain's ESG standing.
Britain's Gambling Regulatory Landscape Remains in Flux
Entain's plunge into 2021 saw ARC's deployment across its online gambling platforms in the UK, Ireland, and global bookmakers like Ladbrokes and Coral. Amidst calls for gambling reform, the UK's regulatory landscape veers uncertain. A Freedom of Information request revealed that a consultation, launched when ARC was rolled out, faced heavy opposition to affordability checks from gamblers. Now, as a new government takes office, the regulatory landscape remains to be defined.
Entain's efforts to support safer gambling and enhance its ESG score have manifested in increased contributions to gambling research, education, and treatment (RET), which totaled £18.7 million ($23.7 million) in 2021. This contribution aligns with an agreement among the largest UK Gaming and Betting Council members, who now commit 1% of their Gross Gaming Yield (GGY) per year for RET, up from 0.5%.
Entain Steps Away from the Unregulated Gambling Circle
The report also disclosed that Entain now derives 100% of its revenue from regulated markets, a monumental shift following a UK government investigation into its activity in unregulated markets. The company has withdrawn from unregulated territories, reserving engagement in those with clear paths to licensure.
The technology powering ARC relies on behavioral indicators, data science, and analytics to assess risk in betting and gaming. Advanced AI lies at the core, learning and identifying risks in player behavior through constant evaluation and retraining. These AI models are based on academic research and harness the power of machine learning to continuously adapt and improve.
With the regulatory landscape in flux and ARC making significant strides, the future of responsible gambling and Entain's position in the global gaming market remain intriguing subjects to monitor. As the industry evolves, it will be fascinating to observe how Entain continues to leverage AI technology to protect players and promote safer gambling practices.
- The AI-driven player protection tool ARC, used by Entain across numerous jurisdictions, flagged hundreds of thousands of customers over a 12-month period, marking a significant increase in usage.
- Entain's focus on safer gambling is evident in their use of technology, such as ARC, which employs advanced AI models to identify abnormal behavior and offer personalized safeguards to gamblers.
- The technology sector, including artificial intelligence, plays a crucial role in Entain's efforts to promote safer gambling, with the company now deriving 100% of its revenue from regulated markets.
- In response to calls for gambling reform, Entain has increased its contributions to gambling research, education, and treatment, aligning with an agreement among UK Gaming and Betting Council members to commit 1% of their Gross Gaming Yield (GGY) per year.
- As the UK's regulatory landscape remains uncertain, it will be interesting to observe how Entain continues to adapt and leverage AI technology to protect players and support responsible gambling trends in the global casino-and-gambling industry.
