Clarion Gaming has announced that Flutter Entertainment, the parent company of the world’s leading online sports betting and iGaming operator, will be the headline sponsor of the Sustainable Gambling Zone (SGZ) at ICE Barcelona, the world’s biggest gambling technology exhibition which will be attended by 55,000 gambling industry professionals.

Flutter, which has been a long-term supporter of Clarion Gaming’s safer gambling undertakings, is also making a donation to ICE Barcelona’s safer gambling charity fund as well as having its own stand to showcase how Flutter is changing the game for good by providing education, tools and support to help everyone Play Well, on the SGZ.

In 2022 Flutter introduced its Play Well strategy to support its customers in making informed choices and managing their betting and play responsibly. Flutter set itself the target of having 75% of active online customers using a Play Well tool by 2030. By the end of Q2 this year (2024), 47.5% of customers were already engaged with these tools – double from FY 2022 – marking steady progress towards our goal. This effort has been supported by a significant investment – over $101m in 2023 – in research, product development and marketing.

Ewa Bakun, Clarion Gaming’s Director of Industry Insight and the person responsible for introducing the Consumer Protection Zone to the ICE show floor in 2018 said: “I am absolutely delighted to be able to confirm Flutter as our headline sponsor. I regard this as being a game-changer for SGZ which is being officially launched in Barcelona after undergoing a re-brand. The rebranding to the Sustainable Gambling Zone, which was a decision taken in partnership with our industry stakeholders reflects a deeper understanding of the importance of early interaction. By focusing on the identification of potential risks earlier in the player journey, it’s possible to prevent harm before it escalates.”

Jane Palles, Group Head of Safer Gambling, Flutter added: “Our customers are at the heart of everything we do, and we want them to have an entertaining, positive experience with us. We start 2025 with a continued focus on player wellbeing. This sponsorship underscores our dedication to sustainability”.

“Play Well focuses on fostering a positive and responsible gaming environment, with initiatives like enhanced customer tools, personalized risk monitoring, and partnerships with expert organizations.

“We are delighted to be supporting the new Sustainable Gambling Zone at ICE Barcelona and will showcase our continued efforts, share insights, and collaborate with stakeholders to drive forward the shared mission of safer gambling for all.”

The 2025 ICE Sustainable Gambling Zone will occupy 490sqm of space and located in the Fast Forward area of the showfloor, underlining the importance the industry places on sustainability and player protection. As well as featuring a total of 26 safer gambling bodies including Spanish organisations ASENCAS and FEJAR the SGZ will host three days of educational content including two dedicated to consumer protection and one to ESG.