Flutter to sponsor Sustainable Gambling Zone at ICE Barcelona
Clarion Gaming Thursday announced that Flutter Entertainment will be the headline sponsor of the Sustainable Gambling Zone at ICE Barcelona, 20-22 January.
Flutter is also making a donation to ICE Barcelona’s safer gambling charity fund as well as having its own stand.
In 2022 Flutter introduced its Play Well strategy to support customers in making informed choices and managing their betting and play responsibly.
“I am absolutely delighted to be able to confirm Flutter as our headline sponsor,” Clarion Gaming Director of Insight Ewa Bakun said in a statement. “I regard this as being a game-changer for SGZ which is being officially launched in Barcelona after undergoing a rebrand. The rebranding to the Sustainable Gambling Zone, which was a decision taken in partnership with our industry stakeholders, reflects a deeper understanding of the importance of early interaction. By focusing on the identification of potential risks earlier in the player journey it’s possible to prevent harm before it escalates.”
Flutter set a target of 75% of active online customers using a Play Well tool by 2030. According to a release, by the end of 2024’s second quarter 47.5% of customers engaged with these tools, double the number from full-year 2022. This effort has been supported by a significant investment of over US$101 million in 2023 in research, product development and marketing.
“Our customers are at the heart of everything we do, and we want them to have an entertaining, positive experience with us. We start 2025 with a continued focus on player wellbeing. This sponsorship underscores our dedication to sustainability,” said Flutter Group Head of Safer Gambling Jane Palles. “Play Well focuses on fostering a positive and responsible gaming environment, with initiatives like enhanced customer tools, personalized risk monitoring, and partnerships with expert organizations.
“We are delighted to be supporting the new Sustainable Gambling Zone at ICE Barcelona and will showcase our continued efforts, share insights, and collaborate with stakeholders to drive forward the shared mission of safer gambling for all.”
The 2025 ICE Sustainable Gambling Zone will occupy 490 square meters of space and is in the Fast Forward area of the show floor. In addition to featuring 26 safer gambling bodies including Spanish organizations ASENCAS and FEJAR, the SGZ will host three days of educational content including two dedicated to consumer protection and one to environmental, social and governance issues.
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