Protecting you is at the heart of everything we do, and that’s why we created ARC (Advanced Responsibility and Care). ARC seeks to prevent problems before they arise by implementing technologies designed to offer tailored protection according to your individual needs.
This promises to revolutionise conventional thinking around responsible betting and gaming and usher in a new era of more personalised and proactive, technology-driven player protection, widely applicable across many forms of online sports betting and gaming entertainment.
Artificial intelligence and algorithmic learning form the basis of our approach. An example of this is Markers of Protection, which helps us identify unhealthy betting and gaming behaviours early and offer preventative tools.
If we notice significant changes in patterns, we may contact or alert you to suggest protective controls such as help tools, and in rare cases recommend you have a chat with one of our advisors.
This year we launched our Advanced Responsibility and Care (ARC) technology system, a pioneering approach to limit customer exposure to risk at an individual level and enhance enjoyment across all products. Using behavioural indicators, data science and analytics to assess risk in betting and gaming, ARC works behind the scenes using advanced artificial intelligence to learn and identify risks in player behaviour to intervene before a problem develops
Since 2018 Entain has monitored customers using markers of protection based on frequency of play, changes in spend patterns and length of time of online play. ARC takes this one step further, implementing new markers and additional checks on fluctuations in stake levels, erratic play during single sessions and signs that players might be chasing losses. These were identified as potential signs of harm by world-leading academics and gambling support groups taking part in scientific workshops held by Entain earlier this year
During development our data scientists created models to test the extended range of behavioural indicators in real situations, seeking to identify customers who, according to research, may show signs of potential problems alongside people exhibiting intermittent signs of being at potential risk. This will enable Entain to offer every customer both a personalised playing experience and end to end tailored protection and interaction in real time.
ARC will provide unprecedented safeguards for customers of its online brands by minimising problems before they arise and divert from risk when needed. If risks are identified, ARC will guide and positively educate players into a safer betting experience through tailored interventions to fit individual behaviours, alterations to products offerings, providing an invisible safety net.
This revolutionises conventional thinking around responsible gaming and is the beginning of a new era of more personalised and proactive, technology-driven player protection, widely applicable across many forms of online sports betting and gaming entertainment. ARC is currently rolling out in the UK, with plans to roll out to international customers in 2022.