Tipico debuts new initiative aimed at fostering transparency and trust with users
Operator’s ‘Fair Play Pledge’ centered around bettor education, safe play and competitive rewards
Tipico Sportsbook is striving to lead from the front in the crowded US betting space with a new initiative aimed at educating and building trust among users.
The ‘Tipico Fair Play Pledge,” which was formally launched on February 26, is centered around providing transparency and support across all elements of the operator’s online betting experience.
“The sportsbook industry is criticized for misleading users with vague language and a lack of protective safeguards,” said Tipico US CEO Adrian Vella. “This is not the case at Tipico.”
In line with Vella’s critique of the industry at large, education and ease of use represent two of the initiative’s headline pillars, with Tipico endeavoring to make the standard user journey – from interpreting the betting menu to using clear language to illustrate the risk and reward of a particular wager while also simplifying the bet-placement process itself – as concise and cohesive as possible.
Another goal of the pledge is to ensure responsible gaming (RG) tools are easily accessible. This includes protective measures such as enabling customers to set limits and restrictions in addition to establishing user-specific ‘cooling-off periods.’
“The Fair Play Pledge is much more than just an app upgrade or generic customer service commitment,” Vella said. “It is a repositioning of our business, reimagining the relationship with players by putting safety and clarity at the heart of everything that we do.”
In addition to the educational components, Tipico is also using the initiative as a way to amplify the simplicity and value of its rewards program, which allows eligible users to earn cashback – 3% on straight bets and 5% on parlays – on any wager with minimum -200 odds, win or lose.
Other features of the pledge include enhanced player account safety measures such as a new multi-factor authentication system and 24/7 customer service support, where agents are on hand to help users troubleshoot issues and answer questions in real time.
“We want our players to feel confident knowing that they are betting in safe hands,” said Vella. “This holistic initiative represents our vision for change in the US market and our passion to innovate with a customer-centric approach.”
Tipico, which is based in Europe, has been operational in the US since 2020 and is currently live in New Jersey, Ohio, Iowa and Colorado.
Responsible gambling strategies will be discussed at EGR’s upcoming North America Spring Briefing, in New York, this June 27.