GVC inks new partnerships as safer gambling programme kicks off
FTSE-listed operator joins forces with Future Anthem and Mindway AI on two new initiatives
GVC has launched two new data-led pilot initiatives targeting safer gambling, as part of its new Advanced Responsibility and Care (ARC) safer gambling programme.
The two pilots will see the FTSE 100 operator partner with neuroscience-based gambling-harm prevention company Mindway AI and independent game data specialist Future Anthem.
The Mindway AI pilot will see GVC gain access to Mindway’s Gamalyze self-identification test, which provides participants with feedback on their decision-making processes, with the aim of encouraging individuals to use strategies to maintain control of their gambling behaviour.
“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,” Mindway AI CEO Rasmus Kjaergaard said.
Under their own pilot, game data specialist Future Anthem will provide GVC with access to the Anthemetrics Safer Play Responsible Gambling solution.
The eventual aim of the trial is to enhance GVC’s existing detection of at-risk gamblers by identifying them at an earlier stage.
“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,” Future Anthem CEO Leigh Nissim said.
Both partnerships form part of GVC’s new ARC programme, unveiled by GVC CEO Shay Segev on 12 November, as part of a wholesale strategic pivot of the GVC business towards greater sustainability.
The strategic pivot, which will see the operator rebrand to Entain, includes a commitment to exit almost all unregulated markets by the end of 2020, with 100% of GVC’s revenue coming from regulated markets by the end of 2023.
In respect of responsible gambling, the operator revealed the addition of responsible gambling metrics into its remuneration policy, as a means of encouraging and demonstrating a wider commitment in its employee base.
The ARC programme, which was also launched, aims to use proprietary technology to further enhance player protection through additional checks as well as improved monitoring and interventions.
“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,” Segev said.
“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,” he added.