Entain Completes Stage One of Advanced Protection and Care System
Entain (LON: ENT), the global sports betting and gaming operator, has finished the first stage of its new approach to customer protection, which it has named ARC (Advanced Protection and Care).
In this first stage, the company significantly increased the number of behavioral indicators it uses to try to identify players that may be at risk, and it is now developing models that use more than three times the previous number.
The hope is that the new ARN system will be able to detect problems before they arise, which according to Entain will revolutionize the way people think about responsible gambling. The company believes that its approach is more personalized, proactive and can be implemented across many forms of online gambling.
ARC is fundamental to our future strategy for sustainability and growth. We are putting customers first, both by prioritizing their safety through our use of technology to limit individual exposure to risk, whilst also enhancing their experience across all our brands. We will do this not only in our traditional markets of sports betting and gaming, but also as we grow into new areas, like video gaming and esports as a global entertainment company.
For the last few years, Entain has been monitoring factors such as a customer’s frequency of play, changes in spending patterns and length of time of online play. Now it will also be looking at things such as fluctuations in bet levels, erratic play in a single session, and signs that a player is chasing losses.
Entain has data scientists building models to test the new behavioral indications to see if they really will help identify players that may be at risk. The ultimate aim is to offer each player a personalized playing experience and protection tailored to the player’s individual risk profile.
We’re using our technology, leveraging our data and behavioral science, to deliver a fundamental shift in customer care. The real innovation is to apply hyper-personalisation, to customer protection – using insight into the individual behaviors of customers to manage their exposure to risk in real time.
The first ARC will launch in the UK in the summer across all of Entain’s brands and products, and the company plans to roll it out internationally from later in the year.