BetBull partners with beBettor on customer affordability

The sportsbook operator BetBull has teamed up with beBettor for enhanced customer affordability checks.

The mobile sportsbook and casino operator BetBull has partnered with the responsible gambling data platform, beBettor, to allow the operator to carry out customer affordability checks instantly.

BetBull and beBettor’s partnership

The partnership will see BetBull use beBettor’s affordability API which will allow the operator to carry out instant geo-affordability checks for customers in the UK.

The gambling data company said that these checks will allow the sportsbook operator to better understand its customers and enable a much more tailored level of protection for each player as part of the operator’s wider social responsibility commitments.

The affordability checks can be used to identify the most at-risk players such as those on bankruptcy and insolvency registers, providing an extra layer of protection for customers with gambling-related harms when it comes to spending more than they can afford. 

Scott McGregor, COO of beBettor, said: “It is great for us to announce our new partnership with BetBull who are at the cutting edge of the industry today. We have really enjoyed working with the BetBull team who are integrating the new affordability data we provide into their next generation safer gambling frameworks.”

BetBull’s head of safer gambling, Ian Tannock, said: “We are delighted to be working with beBettor on affordability. We’ve been really impressed with the beBettor team and their friendly support and approach has been first class.

“It was a major factor in our decision to proceed with integrating beBettor’s affordability solution.”

Affordability checks in the UK

The gambling industry pointed the spotlight on affordability checks after the Gambling Commission launched a consultation on the measures in November 2020.

During the same month, the UK Gambling Commission published its 2019-20 compliance and enforcement report, revealing that licensees do not know their customers well enough and for several operators, their affordability checks continue to lack.

The Commission is considering implementing stronger requirements for operators which included defined affordability assessments at different thresholds set by the regulator.

The proposed measures were criticised by the gambling industry last week when the Gambling Business Group (GBG) warned that the implementation of affordability checks could drive players to unregulated gambling sites.

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