GVC teams-up with Future Anthem & Mindway AI for safer gambling drive


To coincide with the start of Safer Gambling Week, GVC Holdings has rolled-out two new initiatives, alongside Future Anthem and Mindway AI, to enhance the firm’s Advanced Responsibility and Care safer gambling programme.

ARC deploys the group’s proprietary technology platform and behavioural play data to provide end to end player protection and interaction, utilising real time monitoring and analysis tools to enable early intervention to improve player protection. 

It is hoped that the two new partnerships will complement the company’s in-house capabilities by utilising behavioural, neuroscientific and academic based algorithmic learnings with a view to pioneering harm minimisation solutions.

“As we set out last week with the launch of ARC, our new safer gambling programme, we are committed to leading the industry on safer gambling issues,” stated Shay Segev, GVC’s CEO

“Our proprietary technology provides us with unparalleled insight into player behaviour and we are now enhancing this capability by working with partners to provide additional scientific based insight.”

Alongside Future Anthem, GVC is to pilot its Anthemetrics Safer Play Responsible Gambling solution, with hopes of enhancing its detection technology to enable earlier identification of players who begin to exhibit potential early signs of problem gambling behaviours.

Leigh Nissim, CEO of Future Anthem, commented: “We are delighted to be working with a market-leader such as GVC, who have demonstrated their commitment to improving player safety and taking a science-led approach to player protection. 

“We are excited to demonstrate how our game data science solution will enable GVC to build on this approach, delivering even greater insight into their player behaviours on casino games.”

Furthermore GVC, which is to be renamed Entain, will begin a pilot with Mindway AI on a Gamalyze self-identification test, which would be used to offer participants feedback about their decision making to provide advice and guidance on how they can best maintain control of gambling behaviour.

Rasmus Kjaergaard, CEO of Mindway AI, added: “Over the past two years GVC have been at the forefront of tackling the issue of problem gambling and we are proud that they are piloting our Gamalyze self-test to provide their players’ with another tool to understand and stay in control of their gambling.”