Exclusive: 888 targets RG with Control Centre rollout

888 has introduced a new customer-facing interface which aims to improve player understanding of gambling behaviour and increase usage of safer gambling tools. Accessible from the 888 homepages, the so-called Control Centre operates as a “one-stop shop” for customers to monitor their gambling activity and provide signposting to help where necessary. EGR understands the Control Centre interface will initially launch in the UK to coincide with Safer Gambling Week, the annual responsible gambling-led initiative which aims to raise awareness of at-risk gambling. Further localised versions of the Control Centre dashboard will be launched to 888 customers in other markets over the next 12 months. The launch will take place on a phased basis, with the first phase focusing on making safer gambling tools more accessible and visible to customers. Several other phases will follow as additional safer gambling product features are integrated into the Control Centre interface. It is understood that optional and mandatory deposit limits are new features set to be integrated into the platform over the coming period.

Development of the platform has taken place over the last year running in tandem with 888’s work on its betting and poker platforms, Spectate and Poker8 respectively, which recently launched to UK players. “The Control Centre will be an integral part of 888’s product offering moving forward and reflects our commitment to invest resources and expertise to create industry-leading, user friendly and AI-driven safer gambling tools,” 888 CEO Itai Pazner said. “Our business rests on ensuring our customers are empowered to make safe and responsible decisions about their gambling. “We are committed to continually investing in our teams and technology to prevent gambling-related harm and we are confident that this innovative feature will offer customers new levels of data and clear, transparent insights that will help them to stay informed and in control,” Pazner added. The launch comes amid an increased focus on safer gambling by 888 during the first half of 2020, beginning with the relaunch of its “Too Much is Too Much” safer gambling campaign in January. In its half-year financial results, 888 revealed the addition of new algorithms to its existing Observer platform which aimed to flag concerning player spend during the recent Covid-19 lockdown period. The operator also tripled its safer gambling interactions with players, which indirectly led to a doubling of players utilising 888’s existing safer gambling tools. To support this increased focus, 888 recently increased its employee headcount on the firm’s safer gambling team by 20%.