Flutter Recommits to Safer Gambling with New Strategy

Flutter Entertainment has revealed a new safer gambling strategy that moves the focus from intervening after problems have begun to attempting to prevent them from ever happening.

The new strategy’s aim is to “make every moment safe for customers,” and speaking about it, Conor Grant, Flutter UK and Ireland chief executive described it as a “refreshed and comprehensive” approach for each market.

Conor Grant

The strategy is the culmination of many months of hard work, bringing together the best from across our existing businesses, gathering insights from industry experts, customers, and colleagues to identify priority issues to focus on and challenging areas where we need to go further.

Conor GrantChief Executive Flutter UK and Ireland

The strategy is built upon five main pillars: discover, educate, empower, understand and support.

The first of these, discover, seeks to improve the gambling industry’s understanding of gambling harm. Educate then attempts to improve awareness and understanding of gambling harm amongst players and operators, and Empower seeks to create protection measures so that players can enjoy Flutter products safely. Understand seeks to identify players who show high-risk behavior, and finally, Support relates to customer interaction.

Grant added, “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.”

Flutter shall be releasing more details about each of these pillars over the coming weeks, and it will then be publishing regular updates on its progress.

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