Play Well: Changing the Game for Good
Our customers are at the heart of everything we do. We want them to have a fun and enjoyable experience when they play with us. Play Well has customer wellbeing at its core, and is the cornerstone of our Positive Impact Plan.
We combine local insight with global scale to provide education, products and tools which enable our customers to have fun in a responsible and sustainable way. Our goal is to have 75% of active online customers worldwide using one or more of our Play Well tools by the end of 2030.
Play Well Culture
Our brands operate in a variety of local markets, each with their own unique cultural norms, customer preferences and regulatory environments.
We recognise that every customer is different, and some may need our support to ensure their experience remains positive. Even though there is no “one-size-fits-all” solution to promoting safer gambling, we believe there are key universal principles that allow us to leverage our global scale and expertise to provide players with tools, information and support to Play Well. Our scale, passion and challenger mindset empowers us to innovate and drive change across all our markets, delivering a positive and entertaining experience for every customer.
Play Well Principles
Principles in action
Leading progress
As well as the measures we champion across the Group, we also work with the rest of our industry to create a stronger culture around safer gambling through membership of multiple industry associations. We are leading progress internationally through a combination of Flutter investment, and industry collaboration. Recent initiatives include:
- A continued commitment to invest a proportion of our total net revenue into Play Well resources including employee training, product development and customer outreach.
- For the first half of 2023 safer gambling investment totaled £45m or 1.2% of Net Revenue, a 31% increase on the prior year.
- Our safer gambling donations to research, education and training programs increased by 30.1% year-on-year to £18m for 23-H1.
- We collaborate with 13 in-market trade associations on safe play strategies.
- We have a dedicated Group Head of Safer Gambling Strategy who leads on our Play Well strategy supporting our divisions and brands as they evolve and grow their Play Well Programs.
- Industry collaboration covers multiple issues, but we are committed to working collaboratively in industry associations that want to change the game. Current memberships include the Betting & Gaming Council in the UK, the American Gambling Assocation in the US, Responsible Wagering Australia, and the European Gaming & Betting Assocation.
Promoting positive play
We develop platforms and products to support a safer customer experience. By helping customers to play positively through education, we deliver a world-class customer experience, no matter who you are or where you play. Our global goal is to have 75% of active online customers using one or more of our Play Well tools by December 2030, and over 50% using one or more tools by the end of 2026.
- In 2023 so far, customers continue to adopt and utilise our safer gambling tools, with 42% of customers using at least one Play Well tool: a 6.6 percentage point increase on the prior year.
- We make it matter to our leaders and employees. 20% of variable remuneration targets for each of our divisions are driven by Safer Gambling metrics.
- In 2022 we invested £25m in advertising safer play.
- In 2023 we are continuing to inform and educate customers on ways to Play Well through our individual brands, with safer gambling ad spend rising by over 50% year-on-year to £17m in the first half of 23.
Effective interaction
We want to have better conversations with our customers at the most appropriate time. By combining technology and data to create a personalised approach to identifying signs of potential harm, we help customers pause, reflect and make positive choices.
- We use data models and algorithms to look for signs of harmful play. We can then take appropriate action with confidence.
- Our divisions have designed localised, risk-based approaches including rules, thresholds and algorithms that continually analyse player behaviour. We identify changes and intervene with guidance and support.
Supporting and protecting
We want to support our customers in every possible way and recognise that some need targeted intervention to stop falling into negative play habits. We support customers with our own processes and work with local bodies and agencies to deliver specific, personal care.
- We have strong local partnerships to support our customers where needed
- We offer a robust infrastructure for self-exclusion, including lessons learned and best practice like the insights from Gamban in the UK to other successful jurisdictions such as Italy and US.