Through its Entain Foundation, the sports betting and gaming entertainment operator plans to build on work initiated with its US partners, in order to help esports and video gaming players in the UK and Europe at potential risk of harm.

Initial initiatives will include the launch of ‘Mind Your Game’ in the UK with Game Quitters, and providing education for people at risk with EPIC Risk Management and the Counter-Strike Professional Players Association.

The former is a support community for victims of gaming disorder, and was developed with support from Kindbridge, a teletherapy company that focuses on the treatment of gamblers and gamers suffering from mental health issues.

And the latter involves supporting people at risk of online addiction and gaming disorder in video gaming and interactive entertainment.

“Our business is all about understanding and meeting the needs of customers, which means offering the most entertaining experiences whilst doing everything we can to protect them,” said Grainne Hurst, Entain Director of Safer Gaming and Regulation.

“At the core of our approach to sustainability is our belief that delivering the highest possible levels of player safety and protection is the best way to guarantee our long-term success.”