Flutter Entertainment Sponsors Sustainable Gambling Zone at ICE Barcelona 2025

At ICE Barcelona 2025, Flutter Entertainment will be the main sponsor of the Sustainable Gambling Zone (SGZ), which has been renamed. With Flutter playing a key role, this international event—which is anticipated to draw 55,000 industry professionals—will highlight responsible gaming ideas.

The 490 square meter SGZ, which will be situated in the Fast Forward section of the show floor, will house 26 safer gambling organizations, including the Spanish organizations FEJAR and ASENCAS. The zone will hold instructional workshops on Environmental, Social, and Governance (ESG) principles and consumer protection over the course of three days.

Flutter Entertainment, a leader in online sports betting and iGaming, has prioritized responsible gambling through its “Play Well” strategy, launched in 2022. The initiative aims to equip players with tools to make informed decisions.

By mid-2024, 47.5% of Flutter’s active online customers were using Play Well tools, a significant rise from 2022. The company aims to increase this figure to 75% by 2030. In 2023, Flutter invested over $101 million in research, product development, and marketing to enhance its safer gambling practices.

Driving Innovation in Player Protection

At ICE Barcelona, Flutter plans to showcase advanced customer tools, personalized risk monitoring systems, and collaborations with expert organizations. “Our customers are at the heart of everything we do, and we want them to have an entertaining, positive experience with us,” said Jane Palles, Flutter’s Group Head of Safer Gambling.

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The rebranded SGZ reflects a shift toward sustainability and proactive measures to prevent gambling harm. “By focusing on identifying potential risks earlier in the player journey, it’s possible to prevent harm before it escalates,” said Ewa Bakun, Director of Industry Insight at Clarion Gaming.

Flutter’s sponsorship also includes a contribution to ICE Barcelona’s safer gambling charity fund. “We are delighted to support the Sustainable Gambling Zone at ICE Barcelona and showcase our efforts, share insights, and collaborate with stakeholders to promote safer gambling for all,” added Palles.

With its commitment to sustainability and innovation, Flutter Entertainment is poised to lead the industry toward a safer and more responsible future.

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