Flutter Entertainment, a global leader in online sports betting and gaming, has been named the headline sponsor of the Sustainable Gambling Zone (SGZ) at ICE Barcelona 2025. This significant partnership underscores Flutter’s commitment to promoting responsible gambling and sustainability in the gaming industry.
With over 55,000 industry professionals expected at the event, the SGZ will be a focal point, highlighting responsible gambling initiatives, consumer protection, and Environmental, Social, and Governance (ESG) principles.
A Spotlight on Sustainability and Safer Gambling
The SGZ, occupying an impressive 490 square meters in the Fast Forward area of the ICE Barcelona show floor, is set to host 26 safer gambling organisations. Among them are Spanish organisations ASENCAS and FEJAR, which have long been champions of responsible gambling in Spain. Over three days, the zone will feature educational sessions, panel discussions, and workshops focused on consumer safety and sustainable gambling practices.
Ewa Bakun, Clarion Gaming’s Director of Industry Insight, emphasised the importance of this shift: “By focusing on the identification of potential risks earlier in the player journey, it’s possible to prevent harm before it escalates.”
Flutter’s sponsorship of the SGZ is seen as a natural progression of the company’s leadership in responsible gambling. The zone’s rebranding, formerly the Consumer Protection Zone, reflects the industry’s growing focus on sustainability and proactive measures to reduce gambling harm.
Flutter’s “Play Well” Strategy: A Model for Change
Flutter Entertainment has made strides in advancing safer gambling practices with its “Play Well” strategy, launched in 2022. This approach aims to equip customers with tools to make informed and responsible decisions.
By 2030, Flutter aims to have 75% of its active online customers engaging with Play Well tools—a significant goal considering the current engagement rate of 47.5%, which has already doubled since 2022.
Jane Palles, Flutter’s Group Head of Safer Gambling, stated, “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.”
In 2023 alone, Flutter invested more than $101 million in initiatives to promote safer gambling. These investments span research, product development, and marketing campaigns aimed at reducing risks for consumers.
- Enhanced Customer Tools: Innovative tools to encourage self-monitoring and informed decisions.
- Personalised Risk Monitoring: Systems that analyse player behaviour to identify risks early.
- Collaborations with Experts: Partnerships with organisations specialising in safer gambling and addiction prevention.
A Collaborative Industry Effort
The SGZ will serve as a platform for industry leaders, safer gambling organisations, and policymakers to collaborate on sustainable practices. Flutter plans to showcase its latest efforts, share insights, and explore new opportunities for innovation.
A notable addition to Flutter’s sponsorship is its donation to ICE Barcelona’s safer gambling charity fund. This initiative aligns with the company’s broader goal of giving back and supporting communities affected by gambling harm.
“Supporting the Sustainable Gambling Zone reflects our commitment to driving meaningful change across the industry,” said Palles. “We look forward to engaging with stakeholders and advancing the shared mission of safer gambling for all.”
Setting the Standard for the Future
The rebranding of the Consumer Protection Zone to the Sustainable Gambling Zone signals a broader shift within the gambling sector. The focus is no longer solely on mitigating harm but on fostering an industry that prioritises early intervention and sustainability.
Clarion Gaming’s Ewa Bakun described the evolution as pivotal: “The Sustainable Gambling Zone represents the next phase in our industry’s commitment to creating a safer, more sustainable environment for players. It’s not just about responding to problems but preventing them in the first place.”
As ICE Barcelona prepares to welcome professionals from across the globe, Flutter’s leadership in responsible gambling sets a benchmark for others to follow. Their sponsorship of the SGZ exemplifies a forward-thinking approach that blends innovation with compassion.