Flutter Entertainment has announced the opening of its new responsible gambling and customer safety Centre of Excellence in its UK and Ireland (UKI) hub in Leeds.
The new £1.5m facility will be used by the operator as “a hub for collaboration, learning and experimentation” for its 450-person safer gambling team.
Part of the centre will feature an ‘Immerse LDS’, a space which “incorporates the very latest interactive tech to provide best-in-class immersive training and education for colleagues on Flutter’s safety tools and interventions”.
A Flutter statement read: “[This] highlights how Flutter UKI’s new next-generation customer safety platform allows for ever smarter, faster and more personalised interventions.
“Over one billion customer data points are monitored each week, including transactions, deposits and time on site to create a live and holistic picture of customer play.”
Baroness Twycross, the parliamentary under-secretary of state for the Department for Culture, Media and Sport (DCMS) was one of the first visitors of the facility earlier this month.
The opening coincides with Flutter hosting this year’s Ethical Gambling Forum at its Leeds base later this week.
Richard Clarke, managing director of customer product at Flutter, said: “We’re incredibly proud to be hosting the Ethical Gambling Forum here in Leeds and believe it’s testimony to our industry-leading position on customer safety.
“Over the last year we’ve rebuilt our systems from the ground up and incorporated AI modelling to help with our monitoring of risk behaviours.
“We are always investing in, improving and refining our market-leading systems that proactively intervene to encourage positive play and encourage more mindful decisions.
“It is our ambition to originate, develop and ultimately set a standard in data-backed customer safety for the industry, right here from the heart of Leeds.”
Flutter is one of a host of high-profile UK operators with an office in Leeds, alongside the likes of evoke and LeoVegas Group.
The new centre forms part of Flutter’s ongoing “Play Well” responsible gambling initiative, which it first launched in 2021.
More than 60% of Flutter customers use one or more Play Well tools across the operator’s UK-facing brands including Paddy Power, tombola, Sky Bet, Betfair and PokerStars.
The company aims to increase the figure to 75% by the end of 2030. Play Well tools include deposit limits, time outs and budgeting tools.
New York-listed Flutter said the Play Well strategy is grounded by four pillars: lead progress, promote positive play, effective interaction and support and protect.
In 2024, Flutter invested £100m in its safer gambling measures worldwide, with £65m directly invested in the UK and Ireland.
The post Flutter opens £1.5m responsible gambling hub at Leeds base first appeared on EGR Intel.
“State-of-the-art” Centre of Excellence dedicated to customer safety and forms part of the operator’s ongoing “Play Well” safer gaming initiative
The post Flutter opens £1.5m responsible gambling hub at Leeds base first appeared on EGR Intel.