BetBull and beBettor form social responsibility alliance

Mobile sportsbook and casino operator BetBull will cooperate with responsible gaming data firm beBettor on customer affordability.

beBettor will provide the operator with affordability data using its APi services, enabling automated instant geo-affordability checks for the company’s UK customers.

This will allow BetBull to better understand its customers and provide more tailored protection for each player.

Furthermore, the affordability checks identify those most at risk of financial harm, such as those close to or experiencing bankruptcy or who are on insolvency registered. The two firms aim to protect customers from gambling related harms associated with spending beyond their means.

Scott McGregor, COO of beBettor said: “It is great for us to announce our new partnership with BetBull who are at the cutting edge of the industry today. 

“We have really enjoyed working with the BetBull team who are integrating the new affordability data we provide into their next generation safer gambling frameworks.”

Affordability checks have become a recent focus of responsible gaming campaigners as well as the UK Gambling Commission (UKGC), as the latter continues to press forward with its review of the 2005 Gambling Act.

It has become a particularly important issue as many people continue to struggle with the financial hardships of the COVID-19 pandemic. The UKGC has previously stated that a customer loss of £100 per month is being considered as the ‘lowest possible’ requirement for operators to perform an affordability check.

“We are delighted to be working with beBettor on affordability”, said Ian Tannok, Head of Safer Gambling at BetBull.

“We’ve been really impressed with the beBettor team and their friendly support and approach has been first class. It was a major factor in our decision to proceed with integrating beBettor’s affordability solution.”