Flutter – a company that has in its portfolio some of the most famous gambling and betting brands such as Pokerstars or Betfair, members of the AOJND – has invested 45 million pounds in the development and promotion of safe and responsible games. The company is doing this under the umbrella of Play Well, its strategy to promote safe play.

Play well is a strategy that emphasizes prevention

The Play Well strategy begins with the mission of the Flutter group to bring pleasure and delight to millions of people. Play Well is based on the idea that every customer is unique and some may need support to ensure their gaming experience is a positive one.

The Play Well strategy takes an innovative approach that goes beyond simply identifying and addressing risky behavior and unsafe play, although of course this is also a key area of ​​focus for the group. But the basis is strategy prevention. In other words, xxx

The principles of fair play are the key to safe play

As a global operator, Flutter understands that it operates across multiple cultures and regulatory environments, with a customer base of 18 million people worldwide. Therefore, there can be no one-size-fits-all solution to promoting safe gambling, but Flutter has identified a number of universal principles. It then developed the best ways to leverage these benefits on a global scale, providing players with the tools, information and support to create a positive, safe and fun experience.

First, Flutter positions itself at the forefront of research, innovation and collaboration to ensure a secure experience by being leader of progress in this domain. Through constant dialogue with our customers, colleagues and industry experts, Flutter is constantly developing new ideas to define what constitutes a positive gaming experience.

The second principle is sustainable entertainment which Flutter promotes by building platforms and products designed to support safer games and build customer confidence, designed to support safer games and build customer confidence. Play Well offers both training tools and player assistance to ensure a positive gaming, continuously improved experience on a global level for all players, wherever they are.

Positive interaction is another pillar of the Play Well strategy. A particularly important pillar given that Flutter wants to have a better and longer conversation with each of its customers. Modern technology and data are combined with a personalized approach for effective engagement, especially when potential negative signals are identified. In this way, Flutter helps its customers to stop, reflect and make positive choices.

The fourth principle of purpose support and protection players This is a fundamental aspect, given that one of the company’s goals is to support its customers in all possible ways – through a reliable internal infrastructure, through key partnerships and through financing new initiatives.

In summary, Play Well is a personalized journey where Flutter (through all its brands) takes each of its more than 18 million customers on an adventure of quality entertainment – ​​a fun, fulfilling, yet always safe and responsible experience.