In the United Kingdom and prominent land-based and online sportsbook operator Entain has announced the launch of its Mind Your Game initiative to further strengthen its commitment to player protection.

The London-listed firm used an official Thursday press release to detail that the new scheme is to be run in partnership with the Game Quitters gaming disorders support community and will work towards educating and supporting aficionados of interactive entertainment on the potential dangers of developing a gambling addiction.

Operator obligation:

Previously known as GVC Holdings until undergoing a late-2020 name change, Entain is one of the biggest iGaming firms on the planet courtesy of a slew of domains that include,, and The Isle of Man-based firm is moreover responsible for the Coral and Ladbrokes-branded chains of retail sportsbetting shops and last year agreed to donate some £100 million ($139 million) before the end of 2025 through its non-profit Entain Foundation in support of a range of responsible gambling educational and support projects.

Prominent partnerships:

Entain disclosed that the Mind Your Game initiative has been developed with help from teletherapy firm Kindbridge and now intends to use some of this cash to sponsor a social media educational initiative to raise awareness on the dangers of becoming addicted to gambling. The operator proclaimed that the new scheme will also provide video gaming and interactive entertainment enthusiasts with ‘education and support’ through the Counter-Strike Professional Players Association and international gambling harm prevention consultancy Epic Risk Management.

Capable counsel:

As a further sign of its commitment and Entain divulged that it is being advised by Dr Mark Griffiths, who has studied addictive behaviors for more than 30 years and was a member of the team that helped prompt the World Health Organization in June of 2018 into recognizing gaming disorders as a mental health condition for the very first time. It stated that the distinguished academic is additionally involved with colleagues from the Harvard Medical Faculty School of Addiction in conducting a five-year project to improve understanding of addictive behaviors.

Relevant resources:

Grainne Hurst serves as the Safer Gaming and Regulation Director for Entain and she used the press release to declare that the Mind Your Game scheme has already produced a series of YouTube videos to provide players and their families with ‘facts about the mental health challenges faced by gamers’. She asserted that these productions highlight specific warning signs and harm reduction tips and strategies as well as ‘advice on how to find support’.

Read a statement from Hurst…

“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. 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.”