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Safer
Gambling
Commitments

While enjoyable for many people, the Group acknowledges the social risks that gambling presents and is committed to ongoing improvement in making gambling safer. The Made to Play Safely pillar of the Group’s ESG Framework is focused on ensuring the Group’s customers are empowered to make safe and responsible decisions about their betting and gaming, while supporting any customers who may be in danger of harm. Our philosophy is built around normalising the use of safer gambling tools by customers as part of their gambling experience.

Additional details on William Hill’s approach to Safer Gambling can be found here

Safer by design
Safer by design
We recognise that 888 must use technology as a force for good, giving customers transparency about their gambling activity, using artificial intelligence (AI) to detect and block harmful play, and ensuring safer gambling remains a core component of all product design.
888 has developed two critical technologies that are central to its approach to safer gambling - 'Observer' and The Control Centre.
Safer by choice
Safer by choice
We know that we must continue to empower customers to make safe and responsible decisions about their gambling. We have learned that engaging customers directly on their playing patterns is a very powerful way to support, inform and encourage the use of safer gambling tools.
We provide customers with a range of Safer Gambling Tools which include: deposit limits; “take-a-break” restrictions; self-exclusion limits; game time reminders; and automatic stops on maximum losses. In addition, throughout their gaming, customers receive personalised interactions and messages checking in with them on their play. We might, for example, ask a snap “How do you feel about your gambling right now?” question, or provide visuals of current status for example, showing them any increasing trend in deposits.
Safer through controls
Safer through controls
We recognise the power of using data to provide oversight and support for those struggling to stay in control of their play, including limiting players’ activity or stopping them playing.
Know Your Customer (KYC) is a process to understand and verify a player’s identity when they first register with 888. At registration, 888 collects personal identification data on customers (this data is also used in Anti Money Laundering (AML) controls). This data includes age, occupation, address, and screening against certain sanctions lists’ data. KYC helps 888 to achieve its goals of precenting underage gambling as well as protecting customers by identifying those potentially risk of harm and interacting with them at the earliest point. AML is enforced through a combination of robust operational procedures, ongoing employee assessment and training, development in propriety technology, and partnerships with leading third-party providers.
Safer together
Safer together
We recognise 888’s responsibility to play an active role in driving the broader gambling industry towards safer play. 888 continues to recognise the importance of working closely and collaboratively with industry stakeholders including regulators, local advisors and trade associations to drive ongoing improvements in safer gambling and customer protection.
We continue to work closely with several charities and organisations aimed at protecting customers and supporting safer gambling.

Underpinning our progress against each of these commitments, we leverage our unique technology and analytics expertise. We also make investments in our business to ensure continuous progress and work closely with relevant stakeholders, including regulators, industry bodies and charities, who share our vision for the continuous improvement of standards across the industry.

‘Observer’

To ensure that we never stand still when it comes to safer gambling, the Group leverages the same unique technology, analytical capabilities and product development expertise that underpin the success of 888's gaming brands. One example of this, and reflecting our commitment to identify and prevent harm, is 888's in-house developed player behaviour monitoring technology, Observer.

Observer uses sophisticated algorithms to flag unusual or potentially concerning customer activity. This enables our highly trained safer gambling team to make the most appropriate interaction with the customer to help that individual make informed decisions about their gambling and, where appropriate, select the right tools to limit or prevent that customer’s activity.

Observer employs information from our customer database and measures changes in individual customers’ gaming behaviour, such as unexpected increases in time or money spent on the site. The system is programmed to identify several core behavioural triggers which, combined, can create possible red flags indicating potentially problematic behaviour.

During 2021, 888 introduced several new algorithms to Observer to better identify behaviours that signal potential risks, with Observer prompting 1.3 million customer interactions during 2021, reflecting our proactive policies to identify potential harm and intervene as early as possible.

01
Gathering Customer Info
Gathering Customer Info
02
Measuring Behaviour Changes
Measuring Behaviour Changes
03
Red Flags
Red Flags
04
Team Investigation
Team Investigation
05
Customer Interaction
Customer Interaction
06
Choosing tools to stop gambling harm
Choosing tools to stop gambling harm

Customer Journey

1
Customer Registration
Customer Registration

Our safer gambling process starts as soon as a customer lands on our website. At registration we begin our process of knowing our customers by gathering information such as their occupation. Before a single wager has been placed, we take measures to protect the customer

2
Activity
Activity

An advantage of owning our own technology and being a purely online business is that we can capture an record every transaction, including deposits, withdrawal bets, wins, playing time. This allows us to formulate a level of risk using our propriety technology conducting behavioural analytics.

3
Behavioural Analytics
Behavioural Analytics

Our unique Observer technology identifies problematic gambling behaviour.

Risk are flagged to our specialist Safer Gambling team.

4
Interactions
Interactions

We are able to interact with customers in a number of ways, including popups, questionnaires, phone and email. Our safer gambling systems are integrated with our CRM tools to ensure that during interactions customers do not receive promotional emails or bonuses.

The Control
Centre

The Control Centre is a customer-focused interface that provides a "one stop shop" for safer gambling support. It is designed to give players transparent insight into play through intuitively presented real-time data, and provide easy access to a range of safer gambling tools. The Control Centre is continually being developed and reflects the Group’s ambition to go beyond what is merely required by regulation when it comes to safer gambling and to invest in user-friendly safer gambling tools.

The Control Centre was rolled out across several 888-branded products and markets during 2021. 

unsubscribing from marketing materials
unsubscribing from marketing materials
blocking certain games or products
blocking certain games or products
placing restrictions on activity, such as ‘take a break’ or self-exclusion
placing restrictions on activity, such as ‘take a break’ or self-exclusion
access safe gambling information.
access safe gambling information.

Revealing Reality

888 participated in the Revealing Reality safer gambling project, funded by GambleAware, which aims to change the way the industry approaches safer gambling. The independent project was developed based on a brief by the Responsible Gambling Strategy Board, with input from the Gambling Commission. 888 was one of five industry operators to take part in the project, which was conducted during a nine-month period spanning 2019 and 2020. You can watch the video which details the project and its findings below.