GVC Holdings has unveiled the latest stage of its aim to enhance its player protection strategies, with a new hire and further initiatives under its new Sustainability Charter detailed.
The gaming and sports betting group, which is to be renamed Entain, has recruited the services of Dr Mark Griffiths, a professor of behavioural addiction and psychology and Nottingham Trent University, who joins the firm with the same title.
In the position, Griffiths will be auditing GVC’s policies and processes on responsible gaming and suggest improvements, drawing on academic and scientific experience gained over more than 30 years studying online behaviours and addiction
Furthermore, the firm states that he will be “instrumental” in delivering its ‘Advanced Responsibility & Care’ programme, which conducts scientific analysis of player behaviour to inform the enhancement of player protections.
Griffiths will work with the business to apply findings from the behaviours of over 160 million players on its global database in a bid to help develop stronger rules, measures and interventions.
“I’m delighted to be joining GVC at this time because it gives me an unprecedented opportunity to help deliver innovative technological advances supported by evidential scientific research to improve player protection” Griffiths said.
“I plan to apply the understanding and specialist expertise built over a long career in psychology to reduce the risks of problem play.”
Furthermore, GVC is also announcing new initiatives under its Sustainability Charter, which include a US-based link-up with Conscious Gaming.
This will see GVC become the first official partner of PlayPause, a recently launched multi-state responsible gambling tool, which will subsequently launch with BetMGM, the group’s US joint venture with MGM Resorts International early next year.
“We know that the most responsible operator will also be the most successful operator, which is at the heart of Entain and our new strategy,” commented Shay Segev, GVC chief executive.
“Our investments in new technologies, and partnership with Dr Griffiths and Harvard, underpin our firm commitment to providing customers with the safest and most enjoyable player experience possible.”