Entain reveals launch of affordability checking model

Entain reveals launch of affordability checking model

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Posted by: AffPapa
Entain

Entain has announced the release of its brand new cutting-edge affordability checking model specialized for clients in the United Kingdom. This release comes as a part of the Advanced Responsibility and Care (ARC) initiative which is set to be entirely applied in the market starting from this summer.

These new affordability checks will be aiding the operator, who currently runs Ladbrokes and PartyGaming, in identifying all clients who are at risk of coming into financial struggles due to their gambling habits, and will be imposing limits on staking in order to help combat that problem.

Peter Marcus, Entain group operations director, said:

“We have been working on player affordability concepts for the past 18 months as part of our ARC affordability programme. This aims to identify relevant limits at the right time to protect customers whom our technology has identified as being vulnerable, or particularly at risk.”

Entain has launched this model across all of its 14 brands that are currently operating in the UK gambling market, and is said to be the first ever major operator to use such protection methods. The rollout of this method is set to be completed by summer 2021.

The ARC affordability structure mainly makes use of open source data which is widely available on clients, as well as behavioural signs and measures. The operator’s data scientists have constructed such models in order to showcase the different levels that exist within the possibility of financial risk, in order to help point out possible harm.

Furthermore, affordability checks have become a sort of controversial topic within the gaming industry, as the UKGC launched a consultation back in November of 2020 in order to create certain approaches that can be applied to all British licencees. They also have the full support of campaigners who demand regulatory improvements, mainly the Social Markets Foundation, which has been asking for a £100 ‘soft cap’ on player spending. 

Despite everything, many people in the gaming scene have criticized the proposals, saying that by using them, all regulated websites would not appeal to players very much and may even breach people’s privacy. Many have also stated that such a structure for players would have a negative effect on sustainable players.

The operator made it clear that it will be avoiding all of these issues by imposing the limits based on data it already has, and can be altered once a player presents extra information on affordability.

Marcus went on to explain:

“This means the vast majority of customers who show no indications of financial risk can still bet with us freely. We think this is an important step in preserving personal freedoms, and will also greatly benefit the horse-racing industry, which is concerned about the impact of blanket measures on its future viability.”

ARC was initially launched last year in November when Entain rebranded from GVC Holdings. It is now hoping to make sure that all players have the relevant safety measures implemented which can allow them to gamble safely.

By last month, ARC had already widened its selection of behaviour indicators to encompass other elements including shifts in stake levels, showcasing behaviour relating to chasing losses and inconsistent habits. 

ARC will completely be released in the United Kingdom this summer, and is set to have many new solutions in development as well as working on the customization of such solutions in order to adapt to different markets and adhere to cultural norms around the globe.