The UK-based gaming giant has hired Dr Mark Griffiths to oversee its player protection measures.
UK.- GVC Holdings has hired an academic who specialises in player protection as it continues to highlight its focus on responsible gambling.
Dr Mark Griffiths, a professor of behavioural addiction and psychology at Nottingham Trent University, will join GVC as an advisor on policy and processes.
He will play a crucial role in delivering GVC’s “Advanced Responsibility and Care Programme” which will use scientific methods to analyse player behaviour and design protections, the company said.
Griffiths said in a statement: “I’m delighted to be joining GVC at this time because it gives me an unprecedented opportunity to help deliver innovative technological advances supported by evidential scientific research to improve player protection.
“I plan to apply the understanding and specialist expertise built over a long career in psychology to reduce the risks of problem play.”
GVC announced earlier this month their plans to rebrand as Entain as part of its strategy to highlight an increased focus on responsibility and sustainability.
The company has appointed Martin Lycka as senior vice president within its department of American Regulatory Affairs and Responsible Gambling.