GVC Holdings PLC
(“GVC” or the “Group”)

GVC Drives Forward Safer Gambling Strategy with New Partnerships

As Safer Gambling Week begins, GVC Holdings, the global sports betting and gaming group, (to be renamed Entain plc) has today announced it is piloting two new initiatives to enhance the Group’s Advanced Responsibility and Care safer gambling programme (“ARC”), launched on 12 November.

ARC deploys the Group’s proprietary technology platform and behavioural play data to provide end to end player protection and interaction.  Utilising sophisticated real time monitoring and analysis tools it enables early intervention to improve player protection. The new partnerships with Future Anthem and Mindway AI, will complement these inhouse capabilities by utilising behavioural, neuroscientific and academic based algorithmic learnings to pioneer world leading harm minimisation solutions.

Working with Future Anthem, the independent specialist in game data, GVC will pilot their newly developed Anthemetrics Safer Play Responsible Gambling solution. The aim of the trial is to further enhance GVC’s existing detection technology to enable earlier identification of players who begin to exhibit potential early signs of problem gambling behaviours.

The Group will start a pilot with Mindway AI, the consultancy with expertise in neuroscience, neuroimaging and problem gambling, on their new and award winning Gamalyze self-identification test. This is used to provide participants with detailed feedback about their decision-making to provide advice and guidance on how they can best maintain control of their gambling behaviour.

Shay Segev, GVC’s CEO said:

“As we set out last week with the launch of ARC, our new Safer Gambling programme, we are committed to leading the industry on safer gambling issues. Our proprietary technology provides us with unparalleled insight into player behaviour and we are now enhancing this capability by working with partners to provide additional scientific based insight.”

Leigh Nissm, CEO of Future Anthem said:

“We are delighted to be working with a market-leader such as GVC, who have demonstrated their commitment to improving player safety and taking a science-led approach to player protection. We are excited to demonstrate how our Game Data Science solution will enable GVC to build on this approach, delivering even greater insight in to their player behaviours on casino games.”

Rasmus Kjaergaard, CEO of Mindway AI said:

“Over the past two years GVC have been at the forefront of tackling the issue of problem gambling and we are proud that they are piloting our Gamalyze self-test to provide their players’ with another tool to understand and stay in control of their gambling.”

Today’s announcement comes in the same week in which the Group’s existing efforts in safer gambling, were recognised at the EGR industry awards, where GVC was named as ‘Safer Gambling Operator of the year’. It also follows the launch on 12 November of GVC’s new strategy for sustainability, growth and innovation along with its new Sustainability Charter. The Group also announced its intention to rebrand as Entain plc following the requisite shareholder approval.


Notes to editors:

  • Safer Gambling week takes place in the UK & Ireland from 19 – 25 November.
  • Further information on Gamalyze:
  • To test the quality of the product, Mindway AI recruited 350 participants from Aarhus University and a Danish online gambling forum (Pokernet.dk). From the total participant pool 38 participants also completed the Problem Gambling Severity Index (PGSI).
  • 0 % of the participants completed the game


Investor Relations
GVC Holdings PLC

David Lloyd-Seed, Director of Investor Relations & External Communications
Jennifer Spencer, Investor Relations Manager

Tel: +44 (0) 203 938 0000
[email protected]

GVC Holdings PLC
Jay Dossetter, Head of ESG and Press Office
Tessa Curtis, Head of Media Relations

 Tel: +44 (0) 203 938 0000
[email protected]
[email protected]

Rob Greening / Elly Williamson

Tel: +44 (0) 20 7250 1446
[email protected]

About GVC Holdings PLC
GVC Holdings PLC (LSE:GVC) (to be renamed Entain plc) is a FTSE100 company and is one of the world’s largest sports-betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports Brands include bwin, Coral, Crystalbet, Eurobet, Ladbrokes, Neds and Sportingbet; Gaming Brands include CasinoClub, Foxy Bingo, Gala, Gioco Digitale, partypoker and PartyCasino. The Group owns proprietary technology across all of its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis. The Group has also entered into a joint-venture with MGM Resorts to capitalise on the sports-betting and gaming opportunity in the US. The Group is tax resident in the UK with licenses in more than 20 countries, across five continents.

For more information see the Group’s website: www.gvc-plc.com

About Future Anthem
Future Anthem is the market leader in Game Data Science, using machine learning to provide actionable intelligence in real time that enhances the casino player experience for everyone.

For more information, see the company’s website: www.FutureAnthem.com