Entain, formerly known as GVC Holdings, has partnered with the security and intelligence expert Synalogik.
Through the partnership, the operator will be able to improve checks related to credit, finance and identification.
Entain’s new relationship with Synalogik is the latest in the company’s moves towards improving player safety with the use of technology.
What will Entain be able to do as a result of Synalogik?
Through the Synalogik Scout solution, Entain will risk-score thousands of customers after automatically checking their circumstances.
According to the operator, its end user response times will now be cut significantly. Instead of hours or days, Entain expects that this will be reduced to seconds. At the same time, the company expects that it will still be able to fulfill its compliance requirements with local regulations.
To begin with, the system will be launched across Entain’s brands in the UK market.
Entain has already performed a risk assessment, in which it says that all customers’ privacy is assured.
“This delivers on our vision”
Synalogik had already partnered with another operator prior to joining forces with Entain, in the form of Betway.
Commenting on the integration of Synalogik’s technology, Entain Director of Consumer Protection Brendan McDonald said: “This delivers on our vision of leveraging innovation and technology to create the best experience for every customer, whilst delivering the highest standards of compliance effectiveness and corporate governance.”
Meanwhile, Synalogik Chief Executive Gareth Mussell said: “We are delighted that Entain is using our Scout system to support its compliance and governance processes.
“This unique solution provides an enriched customer view, in near real-time, drawn from multiple data sources, which enhances decision making and delivers significant efficiency and cost savings.”
Improving its technology to protect players better
Last week, Entain announced the launch of a new affordability model. This will be rolled out to customers in the UK and forms part of the Advanced Responsibility and Care (ARC) venture.
According to the operator, its model is a “pioneering” one in the gambling industry.
Group Operations Director Peter Marcus said: “We have been working on player affordability concepts for the past 18 months as part of our ARC affordability programme.
“This aims to identify relevant limits at the right time to protect customers whom our technology has identified as being vulnerable, or particularly at risk.”
He continued: “We think this is an important step in preserving personal freedoms, and will also greatly benefit the horse-racing industry, which is concerned about the impact of blanket measures on its future viability.”