Dr Mark Griffiths, professor of behavioural addiction and psychology at Nottingham Trent University, will audit GVC’s current responsible gambling process to assess its efficacy. He will then suggest improvements based on over 30 years of experience in the field.
The appointment is part of GVC CEO Shay Segev's new direction for the company. Last week, he announced two strategic pillars of sustainability and growth. GVC’s commitment to responsible gambling is part of the company’s new Sustainability Charter.
As part of this Sustainability Charter, GVC is launching its Advanced Responsibility Care programme, which will use scientific analysis of player behaviour to enhance player protection.
According to the company, Griffiths will play a vital role in this programme. The professor will also utilise GVC’s existing partnership with Harvard Medical School, which is now two years into a five-year study into addiction.
Commenting on Griffiths’ appointment, Segev said: “We know that the most responsible operator will also be the most successful operator, which is at the heart of Entain and our new strategy.
“Our investments in new technologies, and partnership with Dr Griffiths and Harvard, underpin our firm commitment to providing customers with the safest and most enjoyable player experience possible.”
Earlier this month, GVC announced it will be rebranding as Entain, subject to shareholder approval.