We recognise that gambling has to transform into a more trusted source of entertainment and positive contributor to society.

We lead by example, giving players a superior experience while feeling safe and secure. It empowers them with confidence to totally enjoy the thrills, excitement and togetherness that represent gambling at its best. Combining this with better governance to keep our players safe sets us apart.

We’re committed to a collective approach ensuring positive influence reaches further. Investing in behavioural research, predictive AI technologies, a thriving sports ecosystem and local community initiatives means we can bring value to society, contributing to improved health, wellbeing and positive long-term outcomes.

Gambling is a safer, more responsible and enjoyable place for our players because of the stand we take. We know that doing the right thing and earning trust sustains our business, supports the sector and widens our impact by contributing positively to society.