Playtech said AI is “central” to advancing player protection. Machine learning enables early detection by analysing behavioural patterns.
Gambling companies across Europe have announced a series of initiatives to mark this year’s edition of Safer Gambling Week.
A cross-industry campaign that has been running for several years, Safer Gambling Week focuses on promoting safe gambling behaviour among players. This includes highlighting the various tools available to consumers in European markets.
The 2025 campaign runs from 17-23 November, with the hashtags #SGWeek #SGWeek25. It will again be organised by the European Gaming and Betting Association (EGBA), with support from local organisations in participating countries.
What are operators doing this year?
Flutter Entertainment has announced it will run a series of activities during the week. This includes hosting a town hall, where brand CEOs will share best practices and insights on how their teams are advancing responsible gambling goals. This forms part of the group’s Play Well responsible gambling initiative.
Flutter will also run a lived experience panel with EPIC Global Solutions, demonstrating to staff how education drives progress in the sector.
Meanwhile, a Central & Eastern Europe Play Well Day will share progress across the region to facilitate meaningful development. In addition, sustainability reporting manager Ryan Heslop will join an EGBA webinar on how to turn data into action when measuring what works in player protection.
“Collaboration is how we make meaningful progress – both within Flutter and across the industry – and this week is an important moment for it,” Flutter said in a statement on Monday.
Meanwhile, Merkur Casino UK said it would share key messages that encourage informed, balanced play across the operator.
Is AI the future of safer gambling?
Playtech has used Safer Gambling Week 2025 to speak about its work with AI and responsible gambling. In a LinkedIn post, Playtech said AI remained “cen