The partnership between Entain, the brand behind Ladbrokes, Coral, and BetMGM, and Better Change will deliver safer gambling workshops.
The workshops will focus on improving customer protection and promoting gambling awareness among Entain staff.
Craig Watson, head of customer protection operations at Entain, commented: “We are thrilled to be working alongside Better Change to deliver Advance Safer Gambling Interaction workshops to our fantastic and dedicated teams.
“The training will highlight the importance of positive play and enable our colleagues to have confident conversations with our customers.”
Superheroes of responsible gambling
The partnership follows a line of similar initiatives at Entain to show commitment to responsible and safer gambling. In 2022, they launched an NFT auction titled “Superheroes of Responsible Gambling”. This auction aimed to promote digital assets for social responsibility and community support.
The company also established Ennovate in the same year. This branch of Entain focuses on developing gaming and entertainment products for the Metaverse.
The company is one of the leaders in the industry and in 2021 DraftKings made a $22.4billion offer to acquire Entain. The offer was later withdrawn as DraftKings focused on operations in the US rather than the global presence of Entain.
Entain holds 22% of the gaming market share in the US through its joint venture with BetMGM. While it aims to strengthen its position in the US market, it also boasts a global portfolio with interest in Asia, Europe, and Australia.
Traditionally, the company focused on the UK gambling industry but has become more focused on US growth. In 2024, it generated $1.8billion through its partnership with BetMGM and $2.08billion in revenue in the UK.
The company embraces ventures into new technologies, such as blockchain technology, and partnered with Synergy in 2022 to incorporate decentralization into its business model. The company continues to explore crypto betting and innovate online gaming while remaining conscious of corporate responsibility and safer gambling.
Better change for the gambling industry
Better Change promotes safer gambling and leads by the philosophy, “preventing gambling harm should not mean preventing gambling.”
On the new partnership with Entain, delivery manager Frank McCready commented, “We are delighted to agree this partnership with one of the world’s leading gambling operators.
“I would like to thank the team at Entain who have been great to work with, and we look forward to delivering our industry-leading training and education with them over the next couple of years and beyond.”
Better Change formed in 2022 as a Community Interest Company (CIC) in the UK. Since then, it has secured partnerships with gaming operators, Games Global, XLMedia, and RG24seven. Entain represents another of the major players in the betting industry to sign up for the company’s safer gambling goal.
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