Entain unveils “pioneering” affordability model

Entain has released what it has hailed a “pioneering” affordability checking model, thereby “raising the bar” around personalised player protection.

The FTSE 100 operator is harnessing its technology-led player protection initiative known as ARC (Advanced Responsibility and Care) to pinpoint customers at greater risk of potential financial problems and implement staking limits and tighter affordability checks.

Affordability checks are now up and running across the company’s 14 UK brands, and Entain believes it is the first leading UK operator to be introducing a combination of tech-led personalised player protection, affordability checks and individualised staking limits by this summer.

The affordability framework under ARC uses open source and commercially available data on customers combined with behavioural indicators.

The firm’s data scientists have created models for customers demonstrating varying levels of potential financial risk. These are live across the UK brands, which includes the likes of Ladbrokes, Coral, PartyCasino and Foxy Bingo.

Entain’s group operations director, Peter Marcus, who is leading the ARC initiative, said: “We have been working on player affordability concepts for the past 18 months as part of our ARC affordability programme.

“This aims to identify relevant limits at the right time to protect customers whom our technology has identified as being vulnerable, or particularly at risk.”

He continued: “For those we believe are at most financial risk, we set limits which only increase if those individuals share certain information about their affordability. This means the vast majority of customers who show no indications of financial risk can still bet with us freely.”

Marcus also said this was an important step in “preserving personal freedoms” and that it would also greatly benefit the horseracing industry which is concerned about blanket measures on the sport’s future viability.

Affordability checks, particularly the idea of a £100 cap on net losses per month, has been widely condemned by racing’s stakeholders and punters alike.

Entain CEO Jette Nygaard-Andersen said: “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.”

The company said ARC, which due to be fully live this summer in the UK, is being customised for specific markets internationally and “different cultural norms” later this year.

Entain said tests have revealed that interactions with targeted customers led to them reducing their staking and deposit limits by around 55%.