Entain PLC (LSE:ENT), the owner of Ladbrokes, said trials of its advanced responsibility and care (ARC) programme show it is successful in limiting risky behaviours from punters.
ARC, which is designed to offer personalised player protection, was started six months ago, proactively identifying UK customers who were at most risk of financial problems and implementing stake limits and tighter affordability checks.
The FTSE 100 company is today holding an event to demonstrate its new environmental, social and governance (ESG) initiatives, including reporting on the ARC trials.
It also unveiled EnTrain, which it said is a global initiative to increase access to technology and improve diversity, with the aim of positively impacting the lives of over 1mln people by 2030.
Entain said it plans to invest over £100mln in ESG initiatives over the next five years.
Jette Nygaard-Andersen, Entain's chief executive said, "I have a personal ambition that Entain should become a leader in the critically important area of ESG.
“Doing so will not only benefit the many communities in which we operate around the world, but also our customers, our people, and our business. Our commitment to safer gambling is a crucial component of this ambition.”