Flutter rolls-out ‘refreshed’ five pillar safer gambling strategy

Image: Flutter Entertainment

Flutter has detailed the launch of what the gambling group dubs a “refreshed and comprehensive safer gambling strategy” for its business across the UK and Ireland.

This, says Conor Grant, CEO of Flutter UK&I, has been done with a view to ensure that the company makes “every moment safe for our customers”.

“Safer gambling has always been a central part of our culture, and colleagues from across the business are committed to the successful delivery of this ambitious strategy and making every moment safe for customers,” Grant explained.

“Over the coming weeks I will be providing further information on each of the pillars and why each is so important for our business. We will also be updating regularly against our progress, so stay tuned.”

The strategy, which the company says follows months of work alongside industry experts, customers and colleagues to identify priority issues to focus on, is based on a “shifting” approach to focus on the best methods of prevention and not purely on intervention. 

The five core pillars outlined as part of the strategy are: 

• Discover – proactively advance the industry’s understanding of gambling harm. 

• Educate – improve all customers’ and colleagues’ understanding of gambling harm.

• Empower – give every customer the tools and understanding to use our products safely. 

• Understand – identify everyone exhibiting higher-risk behaviours early in their risk journey. 

• Support – interact with more customers and give the right level of support for each. 

Alongside this latest roll-out, Grant also elaborates on what he predicts will be “another busy and exciting year” for the group: “Together with the wider industry we await the publication of the government’s review into gambling regulation and there is no doubt that it will inform and impact how we plan for the future,” he commented.

“I’ve said before that we welcome these changes – they are long overdue – and we believe they are necessary for the benefit of customers and the long-term sustainability of our industry. 

“At Flutter we have made real changes over the last twelve months to ensure that we are fit for the future. We have progressed our affordability triple step, including the rolling out of financial vulnerability checks early in the customer journey, overlayed with enhanced monitoring and interaction of customer activity. 

“We also became the first operator to announce enhanced measures to protect younger customers, with the rollout of £500 per month net deposit limits set to commence this month for customers under the age of 25.”