Entain is using AI to improve equality and responsible gambling

With the help of artificial intelligence (AI), Entain, a well-known gaming operator, is looking to plant a flag with new initiatives to increase sustainability. Entain Sustain was an idea that demonstrates the company’s commitment to ESG, as evidenced by its charitable causes, its focus on equality and harm prevention.

During this event, different stakeholders discussed topics ranging from sports betting, investor relations and the evolving approach to consumer protection. Undoubtedly, the announcement that caught the attention of participants was the launch of Entrain, a technology and diversity program that follows the company’s commitment to invest millions of dollars in ESG initiatives over the next five years by 2020. As if that wasn’t enough, the operator also announced the launch of demonstrations of its Advanced Responsibility and Care (ARC) technology, which relies on AI to reduce harm levels exponentially.

With this well-defined goal, Entain aims to positively impact millions of people by 2030 across all underrepresented groups in the markets in which it operates. “We want to increase access to technology and we want to increase diversity, especially within the tech community,” CEO Jette Nygaard-Andersen explained, “Entrain will involve us in exciting new partnerships as varied as Young Gamers and Gamblers Education Trust [YGAM] and the University of Nevada at Las Vegas [UNLV].”

Clearly, an event like this not only focuses on showcasing Entain’s commitment to ESG, but also serves as an impetus for other operators to follow suit and take full advantage of technology like AI to better develop in different areas of the gaming industry.