Entain has completed the first and the initial stage for its initiative on customer protection, which is Advanced Protection and Care (ARC).
Through this preventative approach to customer protection, ARC intends to provide unprecedented safeguards for customers of Entain’s online gaming and sports betting brands.
The operator aims to minimize the problems before they arise by using the technology-driven approach which identifies players potentially at risk based on behavioral indicators.
Peter Marcus, Entain group operations director said: “We’re using our technology, leveraging our data and behavioural science, to deliver a fundamental shift in customer care. The real innovation is to apply hyper-personalisation, to customer protection – using insight into the individual behaviours of customers to manage their exposure to risk in real time”, reported Gambling Insider.