For most of our customers, betting and gaming is an enjoyable and sociable way to spend time. It’s one of the reasons it continues to be so popular. But for a small percentage of people it can cause personal, social, financial and even health problems. We’re committed to helping our customers gamble in a safer and more responsible way and providing support to those who need it.

This is why we have developed our safer gambling strategy: “Committed to player safety”.

As a world leader in betting and gaming, Entain aims to provide a positive experience for all our customers; the key to this is ensuring a safe environment. Our approach to safer gambling is simple: we are committed to player safety.

Safer gambling is rooted in our culture and values, embedded across our organisation. From our Board, through our business to the customer-facing teams and the shop floors.

We dedicate energy and resources to our commitment to player safety. Our approach to safer gambling varies in the specific context of each market’s challenges and needs, but our ambition is to prevent harm across our global footprint.

Our key principles:

While each market is different, our activity can always be captured by our three key principles:

• Engage
  We engage with regulators, governments, industry and academics to evolve our understanding of safer gambling and to deliver a positive and safe environment for our customers.
• Support
  We communicate with our customers and support them with tools and information to promote safer gambling, while equipping our employees with training to identify and help manage the risk of potential harm.
• Protect
  We protect our customers from risks so that they can have a positive and safe experience using our products.

This page was last reviewed and updated: May 2025