For most of our customers, betting and gaming is an enjoyable and sociable way to spend time. It’s one of the reasons it continues to be so popular. But for a small percentage of people it can cause personal, social, financial and even health problems. We’re committed to helping our customers gamble in a safer and more responsible way and providing support to those who need it.

The Seven Pillars

As part of our commitment, in 2019 we launched our safer gambling strategy, ‘Changing for the Bettor’, an Entain-wide initiative featuring seven key pillars to help understand and prevent gambling related harm.

1. Understand the problem
   To reduce gambling harm, we need to know as much as possible about it. So, we’re funding research to help us find the best solutions.


2. Educate stakeholders
   We’re helping to educate thousands of young people and professionals about the potential risks of gambling harm and how to avoid them.


3. Promote responsible attitudes
   Through advertising, marketing, and sponsorship, we’re promoting social responsibility.


4. Empower our customers
   Within our products, we’re adding features that help customers to gamble safely. Within our processes, we’re using tech to lead the way in detecting problematic play and within our industry we’re working to collaborate and innovate.


5. Help people in need
   We’re funding treatment and support for people who suffer from gambling harm.


6. Design for safety
   With ‘responsible design’ principles, we’re making sure our products are safe as well as fun.


7. Change ourselves for the Bettor
   At Entain, safer betting and gaming is everyone's business. We're making sure that everyone we work with knows safer betting and gaming is core to all that we do.

This page was last reviewed and updated: March 2022