Entain invests in protection for interactive entertainment audience

Entain continues to expand its player protection measures.
Entain continues to expand its player protection measures.

Entain Plc plans to improve safety and support for its interactive entertainment projects applying lessons from other sectors to its broadening customer base.

UK.- Entain Plc plans to develop work it began with partners in the US through its not-for-profit Entain Foundation to protect video gaming and esports players in the UK and Europe.

Entain told SBC News that it was expanding its work with external partners to provide education and support, and to boost player protection in interactive entertainment.

The move is part of CEO Jette Nygaard-Andersen‘s aim to make Entain more than a gambling operator, providing entertainment over a broader range of verticals.

The Entain Foundation will work with several partners to educate and support customers. It will launch the “Mind Your Game” initiative in the UK with Game Quitters, a support community for victims of gaming disorder.

The social media initiative aims to raise awareness of addiction among players and their families, providing facts, tips and strategies to reduce potential harm in skin gambling, esports betting and other areas on YouTube.

It will also provide more education and support for people at risk of online addiction and gaming disorder with EPIC Risk Management and the Counter-Strike Professional Players Association.

Grainne Hurst, director of safer gaming and regulation at Entain, said: “Our business is all about understanding and meeting the needs of customers, which means offering the most entertaining experiences whilst doing everything we can to protect them.

“At the core of our approach to sustainability is our belief that delivering the highest possible levels of player safety and protection is the best way to guarantee our long term success.”

Entain has raised its earnings forecast for the year to between £850m and £900m as sports betting and retail revenue bounce back strongly.

See also: Could MGM Resorts make another bid for Entain?

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