Flutter Entertainment has made significant strides in its commitment to sustainability and social responsibility through its Positive Impact Plan, achieving notable progress in 2023. Sue Albion, Group Director of Sustainability and Regulatory Affairs, highlights how the company has advanced in each of its four strategic pillars.
Firstly, the "Play Well" pillar focuses on delivering positive playing experiences for customers. Flutter aims for 75% of its customers to use responsible gaming tools by 2030. In 2023, the company increased the usage of these tools by 10.6%, reaching 44.9%.
The second pillar, "Work Better," aims to create an inclusive and empowering environment for employees. The goal is for 40% of leadership roles to be held by women by the end of 2026. In 2023, this metric was increased by 2.8%, reaching 35.7%.
The third pillar, "Do More," focuses on supporting communities. Flutter aims to improve the lives of 10 million people by 2030. In 2023, the company reached a cumulative total of 1.5 million lives improved, an increase of 1.1 million from the previous year.
The final pillar, "Go Zero," is dedicated to reducing environmental impact and achieving carbon neutrality. In 2023, Flutter achieved 100% renewable energy coverage for Scope 2 emissions and gained Science Based Targets initiative (SBTi) approval for its 2035 net zero target.
Spotlight on "Play Well"
Flutter’s commitment to player wellbeing has been a central focus in 2023. The company increased its global investment to $101 million for the year (up from $77 million in 2022), allocating these resources to safer gambling specialists, technology, tools, and promoting "Play Well" among its customers.
Leveraging its global scale, Flutter used data from its worldwide operations to drive collective action through its Global Analytics Working Group. The company also enhanced reporting transparency by introducing a comprehensive quarterly overview of its initiatives and linked 20% of Group bonuses to "Play Well" metrics.
In Italy, the Sisal brand developed a risk identification model for online customers and received a patent for an anti-dependence algorithm. In the UK and Ireland, the Customer Safety Tribe was established with nearly 300 colleagues focused on "Play Well," and technology development squads were expanded to identify and intervene with customers showing signs of risky behavior.
PokerStars initiated a Positive Play Scale survey program in collaboration with Dr. Richard Wood, a psychologist specializing in gaming behavior. This program aims to offer more tailored engagement based on personal responsibility, gambling literacy, honesty, control, and pre-commitment.
Additionally, Flutter launched its first "Play Well Challenge" in partnership with Alpha Hub and the Responsible Gambling Council, providing seed funding and expertise to tech start-ups that support innovation in responsible play.
Sue Albion expresses pride in the achievements of 2023, attributing these advancements to a dedicated team and the global commitment of its colleagues. Through these efforts, Flutter continues to transform the industry and change the game for good.
https://www.flutter.com/sustainability
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