Within this plan, the company has identified three main focal areas, outlining global goals that align with its corporate strategy. 

It states that by 2030, Flutter aims to have 75% of its active online customers using one or more of its Play Well tools; with 50% using one or more tools by 2026. In addition, by 2030, it aims to create teams that are geographically representative, through a Diversity, Equality and Inclusion strategy.

Peter Jackson, Flutter CEO, commented: “Our Positive Impact Plan is a comprehensive and challenging strategy which demonstrates that Flutter is setting the agenda for positive change. We are committed to contributing positively to our customers, colleagues and the communities in which we operate.

"This plan builds on the strong foundations laid by each of our divisions, leveraging our global scale and positioning us at the forefront of meaningful change… The initial response from colleagues has been fantastic and I couldn’t be prouder of their passion and commitment to ensure that we continue to lead betting and gaming into the future.”

There are three key areas within the Positive Impact Plan focus; firstly around helping customers to play well which will ensure safer gambling standards are retained and that customers feel positive, entertained and safe. Overall, this area of the plan looks to enhance customer experience and identify possible risks. The second area is aimed at empowering colleagues to work better.

For example, Flutter hopes that by 2026, 40% of leadership roles will be held by women. The final area is around working with communities to do more. Following a £3.7m ($5m) investment by the company to community initiatives in 2021, it aims to support local communities for the better through a focus on sport, health and wellbeing and technology.

Flutter will continue to evaluate its goals over the course of the year and will report regularly on progress.

Entain recently released its "Entain Sustain" campaign, although this appears more focused on general sustainability rather than sustainable gambling itself.