Helping our customers to Play Well
Every day we bring fun and excitement to millions of people. We recognise that every customer is different and some may need support to ensure their play experience is a positive one.
As a global operator, we work in a multitude of cultures and regulatory environments, with a customer base of 18m. We know there is no “one-size-fits-all” solution to promoting safer gambling. But we believe there are universal principles we can employ across our divisions and ways to leverage our global scale, capability and expertise to provide players with tools, information and support to enable a positive, safe and entertaining experience.
This is what our Play Well strategy is all about. It’s not solely focused on identifying and addressing risky behaviour and unsafe play, although of course this remains a key area of focus for us. It also guides us toward a better experience for every person that engages with one of our brands, with the aim of preventing play becoming potentially harmful. It is based on our industry leading levels of customer insight and our passion to do the right thing by our customers, not the desire to tell people how to enjoy themselves.
Play Well culture
Our brands work in a variety of local contexts, all with their own unique cultural norms, customer preferences and regulatory environments.
Play Well allows us to leverage our global scale to support local progress and empower the passion of our teams to create strategies that meet players where they are. Play Well is a philosophy and a culture which puts our customers at its heart.
Play Well principles
Progress in 2021
Established a global
working group to agree our principles
Developed our global
Play Well strategy
to leverage our global scale and support local safer gambling strategies
in developing and promoting safer gambling across our business operations
Principles in action
Promoting positive play
We are promoting positive play with market leading tools, communication and features across all our divisions.
Sportsbet invested $15m in 2021 to develop and launch its “Take a Sec” campaign, aimed to encourage customers to set deposit limits, whether betting with Sportsbet or anyone else.
FanDuel became the first US Sports Operator to sign up to the American Gaming Association’s “Have a Game Plan” with a multimillion-dollar commitment of its media inventory.
We are using our technology, data, reach and capabilities to always innovate and ensure effective interactions with our customers.
FanDuel announced its first national responsible gaming ambassador with acclaimed sports media personality and safer gambling advocate Craig Carton.
Customers are regulating their play following our interactions, with 35-40% depositing less in the subsequent 90-day window.
Supporting and protecting
We are protecting and supporting our customers by developing enhanced safer gambling processes.
We are introducing an automatic £500 per month deposit limit on all UK&I customers under the age of 25.
Joining our UK&I brands, FanDuel announced a partnership with Gamban to offer free gambling blocking software to self-excluded players to block all real money gaming sites.