Sustainable play is what makes our business thrive over the long-term, so that means responsible gaming is essential both for us and for our customers.
Leading in responsible gaming
Play Well is how we empower customers to make the right choices for them. We offer support, education, and tools designed to be a seamless part of each customer’s experience. We use the latest tech, AI analysis, and personalized support. We want 75% of online customers to use a Play Well tool – like deposit limits, time out, or budgeting – by 2030.
Play Well
GOAL 2030: 75% of online customers to use a
Play Well tool – like deposit limits, time out, or budgeting.
The four Play Well principles
Every customer and market is different, so our Play Well principles are designed to give each of our brands the right structure to support sustainable play. Every brand can optimize its approach in line with local regulations and cultural expectations, and by using its unique customer insights.
Lead Progress
Promote Positive Play
Effective Interaction
Support and Protect
- $158m investment
We increased our investment in research and education by $19m in 2025
Across our business, we share knowledge and insight between our brands and around the world. We call this the Flutter Edge: an approach that allows us to unleash local dynamism and use our scale to spread its benefits. We apply the same spirit of collaboration and innovation across our Positive Impact Plan to maximize the help we offer.
Powering progress
Taking control
My Spend helps FanDuel customers track spending patterns and manage their budget. Its dashboard gives customers key stats about their play and encourages them to use responsible gaming tools, including limits on deposits, wagers, and losses. More than half of FanDuel customers - 52.1% - used My Spend in 2025, contributing to broader growth in responsible gaming tool adoption across the US.
Real Time Intervention
Pioneered in Australia by Sportsbet, Real Time Intervention (RTI) is now being adopted across other Flutter brands, including FanDuel, which launched its US version, Real Time Check In (RTCI), in 2025.
Using advanced technology, RTI tools provide customers with added support at key moments during play. Our systems and data aim to identify changes in behavior and prompt certain players to pause before making a deposit. Tailored support follows, from reminder prompts to connecting customers with specialist responsible gaming teams, when needed.
Supporting early intervention
In Italy, Sisal has partnered with the Department of Psychology and Computational Linguistics at Università Cattolica del Sacro Cuore in Milan to develop an AI-enabled system that analyses chat interactions between customers and Sisal's Customer Care team .
The model identifies linguistic patterns that may signal emerging risk, enabling earlier, more informed intervention by the Responsible Gaming team. The system complements Sisal’s existing Anti-Dependence Algorithm (“ADA”), which focuses on behavioral data. By combining linguistic and behavioral insights, Sisal can build a more complete view of customer risk and deliver more targeted and proportionate responses.
Raising standards for ports sponsorship
Since 2013, Sky Bet and the EFL have built an industry-leading partnership centered on responsible gaming (RG), recognized by the UK Gambling Act Review as a benchmark for socially responsible sponsorship. Sky Bet invested £70m across the first 11 seasons of the partnership to strengthen community initiatives, with investment increasing through to 2029. Sky Bet also funds dedicated RG education programs for club players and staff, reaching more than 10,000 people.
