Casino and sportsbook operator BetBull has recruited the expertise of responsible gaming data platform beBettor on customer affordability.

BetBull has chosen to partner with the firm to provide affordability data via the beBettor affordability API, enabling automated instant geo-affordability checks for their UK customers.

The company’s personalised geo-affordability checks aim to allow BetBull to understand more about their customers earlier in their journey, enabling more tailored protection for each player as part of the operator’s larger social responsibility frameworks. 

beBettor affordability checks also identify those most at risk, such as those on the bankruptcy or insolvency registers, protecting customers from gambling related harms associated with spending beyond their means.

Ian Tannock, head of safer gambling at Betbull, said: “We are delighted to be working with beBettor on affordability. We’ve been really impressed with the beBettor team and their friendly support and approach has been first class. It was a major factor in our decision to proceed with integrating beBettor’s affordability solution.”

Affordability continues to be a focus of the UK Gambling Commission, with additional formal guidance for remote operators announced in relation to the COVID-19 pandemic remaining in place in 2021.

Scott McGregor, COO of beBettor, added: “It is great for us to announce our new partnership with BetBull who are at the cutting edge of the industry today. We have really enjoyed working with the BetBull team who are integrating the new affordability data we provide into their next generation safer gambling frameworks.”