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Entain has unveiled a goal of positively impacting the lives of over 1,000,000 people around the world, either directly or through their families and dependents, by 2030.

This, says that sports betting and gaming group, will be achieved via a multi-million-pound global initiative to increase access to technology and improve diversity, titled EnTrain.

The programme, launched at the ‘Entain Sustain’ event, marks “the first global, strategic commitment from the Entain Foundation to contribute to the international communities in which it operates, with a single initiative supporting people across all under-represented groups”.

The EnTrain initiative is comprised of the four core pillars of:

  • Entain Academy: supplying transformative technology training for the next generation.
  • Entain Scholarships: providing the platform for a diverse selection of candidates to become digital pioneers.
  • Entain Apprenticeships: upskilling and developing  existing employees, and expanding external apprenticeship schemes with new and existing partners.
  • Entain Partnerships: partnering and collaborating with organisations around the world who amplify and support diversity in technology.

“Entain is an ambitious business and sustainability is one of our two core strategic pillars. It benefits our customers and is also good for our business and the wider communities we are part of,” said Jette Nygarrd-Andersen, chief executive of Entain.

“I believe passionately that we have a vital role to play in inspiring the next generation to pursue careers in technology. 

“As we re-shape the future of interactive entertainment, we also want to help many more people become involved. Our new EnTrain initiative provides the building blocks to help them, through access to academic and vocational courses and the technological expertise and equipment they need to succeed.”

Among the partnerships rolled-out by the group is an intention to fund nine apprentices with the Young Gamers and Gamblers Education Trust in the UK.

Commencing before the end of the current year, and ranging from one to four years, these aim to provide employees at YGAM opportunities to develop new skills in coaching, leadership, and project management.

Daniel Bliss, director of external affairs at YGAM, stated: “We are extremely grateful for this support from Entain. This initiative will support our ambitious people strategy and help develop the expertise of our staff team. As a result, our charity will be better equipped to continue our growth and increase our social impact.”

Further global collaborations have been detailed alongside Berlin University of Technology and the Nexus Institute in Europe, the US’ University of Nevada Las Vegas and non-profit Tiempo de Juego in the Americas.

In Australia, Entain is also said to be finalising a multi-faceted strategy to deliver improved outcomes for under-represented groups in technology.