Sports betting and casino operator Flutter Entertainment launched its inaugural sustainability strategy, referred to as the ‘Positive Impact Plan,’ in 2022.
The strategy is designed to set the agenda for positive change and create a lasting impact in the gambling industry.
Flutter is headquartered in the Republic of Ireland, but has spread its wings to become one of the biggest gaming brands in the United States and other major jurisdictions.
However, their connection to Ireland remains strong, especially when you consider there is a significant portion of their operations and workforce based in the country.
That connection is reflected in the company’s identity and in its commitment to responsible gambling and sustainability, especially through its ambitious Positive Impact Plan.
The plan is built on four main pillars and combines successful projects from the entire company to create global and lofty goals that match their overall business strategy.
Play Well, Work Better, Do More, and Go Zero – each pillar addresses different aspects of Flutter’s organization and their influence on customers, employees, communities, and the environment.
Play Well
Flutter doubled down on its commitment to player safety with its ‘Play Well’ initiative. It is a core part of the company’s strategy that aims to protect customers from the risks of gambling addiction.
The company leverages cutting-edge technology to analyze player behavior, spot signs of problem gambling, and step in to offer support.
Flutter recorded a 10.6 percent increase in players using their safety tools last year, bringing them closer to their goal of having 75% of their customers utilizing the Pay Well initiative by 2030.
The Play Well pillar is particularly crucial in domestic gaming. The strategy is the cornerstone of the Positive Impact Plan and directly impacts sports betting sites in Ireland.
Flutter heavily invests in technology that raises the bar for responsible gambling, implementing safeguards such as deposit limits to help players get a handle on their gambling habits.
Smaller gaming companies in Ireland can learn a lot from Flutter’s approach. By investing in technology that tracks player behavior and offers personalized support, they can create a safer environment for their customers.
Working with addiction experts can also provide valuable insights into player psychology, helping operators develop more effective, responsible gambling initiatives.
Work Better
The ‘Work Better’ initiative emphasizes the importance of diversity and inclusion. Flutter’s wants to establish a work environment where everyone feels valued and has equal opportunities to succeed.
A key target of the plan is to have 40% of leadership roles held by women by the end of 2026 and they’ve made substantial strides towards this goal, with a 2.8% increase in 2013 bringing the total to 35.7%.
To expedite the objective, Flutter has implemented several policies and programs that promote gender diversity and inclusion within the company.
Industry experts believe that Flutter’s ‘Work Better’ approach can serve as a model for smaller gaming companies looking to grow within the industry.
Additionally, they should consider implementing mentorship and leadership development programs to support the growth of under-represented groups within their organizations.
Do More
As part of their ‘Do More’ initiative, Flutter wants to improve the lives of 10 million people by 2030 through social responsibility initiatives, and they’re already making big strides.
Flutter helped over 1.5m people last year, a huge jump from the previous year when they touched the lives of 1.1m people.
These staggering numbers prove that more people are benefiting from the company’s support in primary areas such as education, health, and community development.
One example of Flutter’s commitment is the Play Well Challenge, where they team up with Alpha Hub and the Responsible Gambling Council to provide seed funding and expertise to tech start-ups.
The goal is to find new ways to make gambling safer while also creating jobs and boosting the local economy.
The ‘Do More’ initiative also serves as a blueprint for smaller operators to follow, highlighting the value of giving back to the community and promoting responsible practices.
That way, they can establish strong relationships with their customers and stakeholders and bolster their company’s reputation and social impact.
Go Zero
The ‘Go Zero’ pillar emphasizes Flutter’s commitment to reducing its environmental impact and achieving net zero carbon emissions by 2035.
They took a major step towards that goal last year when they switched completely to renewable energy sources for their operations.
Their net-zero targets was recognized by the Science-Based Targets Initiative (SBTi), a global body promoting ambitious climate action.
Flutter’s decision to prioritize sustainability sets a new standard for the gaming industry. Smaller gaming companies can follow Flutter’s lead by adopting eco-friendly practices.
Switching to renewable energy is a powerful way to reduce their carbon footprint and contribute to a greener future.