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Ensuring our customers stay safe and play within their means will always be our number one priority. That is why we developed ARCTM – Advanced Responsibility and CareTM – our award-winning safer betting and gaming programme which takes a technology-led intelligent approach to risk reduction built on a foundation of academic research. Using revolutionary AI technology, ARCTM puts a digital safety net around our customers, operating in real-time, and crucially, individually tailored for each customer, it is always working invisibly in the background, stepping in when needed.


Protecting the Customer

ARC’sTM unique Protector Model encompasses 26 markers of protection, utilising data from Entain’s activity-based algorithmic modelling. The accuracy of this modelling has been independently assessed by EPIC Risk Management, the leading harm-minimisation consultancy, to exceed 90%1.

Last year we continued to develop and enhance ARCTM, introducing additional real-time interaction triggers, to modify player behaviour when the system’s AI identifies increased risk factors. We also began the global roll-out of ARCTM, introducing the programme to 22 international markets.

We also led the way in the US with a collaboration of four of our leading peers to establish the 12 Principles of Responsible Online Gaming in order to provide an industry benchmark for responsible operators.

The success of this proactive approach was recognised by GamCare, the leading safer gambling charity, who awarded Entain with their highest level Advanced Safer Gambling Standard for digital operations. We are now working with regulators around the world to see how the approach taken by ARCTM can be adopted to improve player safety.

1. EPIC Risk Management conducted an audit in 2022 that evaluated the accuracy of the STEP model as 96% for the top 50 high-risk players, 92% for randomly selected high-risk players, and 80% for randomly selected medium-risk players.

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