Tech solutions at the heart of GVC commitment to help problem gamblers

A lot has changed this year at the group which runs Ladbrokes Coral, with a new chief executive in Shay Segev, an imminent rebranding from GVC Holdings to Entain plc and a renewed sense of mission on safer gambling including a commitment "to be the most responsible operator in the world".

That bold statement comes from Grainne Hurst, whose promotion from director of responsible gambling to a role as group corporate affairs director is emblematic of the serious approach the group is taking.

"While a lot has changed, the one thing that has remained constant, or even solidified, is our commitment to tackling problem gambling," Hurst says. "It's not just about a new name but a substantial commitment to show the external world we mean business. We're prepared to put our money where our mouth is and actually drive change, not just talk about it."

Segev, who was previously chief operating officer, comes from a tech background and at the heart of the reinvigorated commitment is the use of technology to identify patterns of play that indicate problem gambling.

"The role of technology as a disruptive force for good has been turbo-charged under Shay Segev's leadership," Hurst says.

"We are implementing a system called ARC – Advanced Responsibility and Care – an intelligent tech platform that will identify customers who may be at risk of harm so we interact with them early," Hurst says.

"The vast majority of our customers, 99 per cent, gamble safely. We don't want to disrupt their leisure entertainment with a blanket approach. If you have a targeted approach you can get to the nub of the problem, which may be that an individual needs help."

Rather than limiting customers' deposits or turnover on a widespread basis there are obvious attractions.

"Our other customers can continue to enjoy their betting in the same way they enjoy other leisure activities," Hurst adds.

Shay Segev: the CEO of GVC/Entain has brought his tech experience to bear on the safer gambling question

Entain will be putting its money where its mouth is in its recently announced move out of unregulated markets, which is expected to cost the company £40 million in 2021 operating profits.

"We were upfront that some changes will have an impact on the bottom line but we think it's the right thing to do," Hurst says. "Exiting countries where we see no path to regulation is a key element.

"We also want to take a more proactive approach so we've recruited Professor Mark Griffiths from Nottingham University who has three decades of experience in the study of behavioural addictions and gambling disorders.

"He will review our policies and processes to identify gaps and suggest improvements with an academic fact base behind them. He's done a number of studies showing what works with customers in identification, interactions and interventions.

"We also have a five-year research partnership with Harvard and Mark will coordinate and add insight to that."

While the company may take a financial hit from its initiatives it may be good news for its employees if targets are met.

"To drive cultural change we will be linking bonus metrics with how the business performs around safer gambling," Hurst adds. "It will reflect what the teams have been doing. They've made great strides over the last two years but haven't been rewarded financially.

"These changes started under [previous CEO] Kenny Alexander and Shay is bringing his experience to propel them forward. He's genuinely committed to doing the right thing even if that has a short-term cost to the business. We think the only way to have a successful long-term business is to be a responsible and sustainable one.

"Morally, it's the right thing to do but professionally it's right too as it makes no sense to have customers with us who are problem gamblers."

Gambling support helplines: ROI 1800 936 725, NI 08000 886 725, GB 0808 8020 133

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