Changing the game for good

Sue Albion, Group Director of Sustainability and Regulatory Affairs

Flutter’s Positive Impact Plan sets a clear sustainability agenda to drive change in our business and our sector. In 2023, we made meaningful progress against each of our four pillars:

Play Well, supporting our customers to have positive playing experiences. Our goal is for 75% of customers using a Play Well tool by 2030. In 2023, we increased tool usage by 10.6% to 44.9%.

Work Better, creating an inclusive and empowering environment for our colleagues. Our goal is for 40% of leadership roles to be held by women by the end of 2026. In 2023, we increased this metric by 2.8% to 35.7%.

Do More, supporting our communities. Our goal is to improve the lives of 10 million people by the end of 2030. In 2023, we reached a cumulative total of 1.5 million lives improved – an increase of 1.1 million.

Go Zero, driving our path to net zero carbon and reducing our environmental impact. In 2023, we reached 100% renewable energy coverage in Scope 2 emissions and gained SBTi approval of our 2035 net zero target.

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Spotlight on Play Well

Our customers are at the heart of everything we do, and we want them to have an entertaining, positive experience with us. In 2023, we continued to focus on player wellbeing. We increased our global investment to $101m in the year (2022: $77m), spending on frontline safer gambling specialists, technology, tools, along with marketing Play Well to our customers.

By leveraging our scale, we turned data insights from our businesses worldwide into collective action through our Global Analytics Working Group. We bolstered our reporting transparency by introducing a comprehensive quarterly overview of initiatives. Importantly, we continued to link remuneration to Play Well, with 20% of all Group bonuses linked to a Play Well metric.

Across Flutter, we focused our resources on risk identification strategies to better inform our programmes. In Italy, our Sisal brand explored a risk identification model for online customers including the introduction of an anti‑dependence algorithm, which received a patent from the Ministero delle Imprese for industrial invention.

In the UK & Ireland, we created the Customer Safety Tribe, aligning nearly 300 colleagues focused on Play Well. We increased our tech development squads; creating a team dedicated to identification and intervention of customers showing potential signs of risky behaviour. And we launched a new Profit and Loss tool in our Betfair and Paddy Power brands, providing customers with an easy way to track spend and make informed decisions.

In PokerStars, we began a programme to implement a Positive Play Scale survey, working with Dr Richard Wood, a psychologist specialising in the study of gaming behaviour at GamRes. By identifying customers’ levels of personal responsibility, gambling literacy, honesty, control and pre-commitment, we can offer more tailored engagement.

We also launched our first Play Well Challenge in collaboration with Alpha Hub, our start-up partnership programme, and the Responsible Gambling Council. Through this we offer seed funding and expertise to tech start-ups supporting innovation in responsible play.

I’m really proud of the progress we’ve made in 2023 across Flutter which is testament to a dedicated team of people, and the passion and commitment of our colleagues worldwide. We’ve leveraged our knowledge and experience, and by doing so are playing our part in changing the game for good.

More information:

Read more about Flutter’s sustainability efforts.

Read the EGBA Sustainability Report.

Contact corporatecomms@flutter.com for any questions.