November 16, 2023 3 min read


888 Highlights Responsible Gaming Efforts Amid Safer Gambling Week

McCaffrey praised the progress but said that there is still more to do

888, the company that acquired William Hill earlier this year, provided insights into its efforts to promote responsible gambling across its retail business during the ongoing Safer Gambling Week. According to the company, the initiative is a great opportunity to reflect on its progress.

Mark McCaffrey, the company’s head of compliance policy, retail & sportsbook, highlighted the efforts of the company’s shop employees who have a great relationship with their customers. According to McCaffrey, 888’s genuine care for the customers provides it with a significant advantage when it comes to safer gambling.

McCaffrey also noted that 888 has introduced a number of new tools and changes that help them shield consumers from harm. This includes the introduction of exception reporting that helps 888 employees identify at-risk players based on changes in their behavior.

In addition, 888 introduced a new affordability approach to prompt conversation at key points in the customer journey. Furthermore, the company made improvements to the system its workers use to record customer interactions and decisions, providing a more holistic view of their time with the company.

McCaffrey praised the progress but said that there is still more to do.

The Company Implemented Many New Solutions

According to 888’s head of compliance policy, retail & sportsbook, the company will continue to improve into 2024. As a result, it will make further investments and is currently exploring options to change its customer management system.

McCaffrey added that the company is also planning to include better support for colleagues to identify customers through the implementation of a data-driven markers of harm model. The gambling giant also plans to introduce bespoke shop-level prompts based on each shop’s risk profile.

In addition to innovating through the use of cutting-edge technology, 888 also recently teamed up with BetKnowMore to offer a training program for its cluster operations managers and shop teams. The training will enhance the managers’ and team’s skills even further, McCaffrey said.

888’s head of compliance policy, retail & sportsbook also promised that there is a lot more the company has in store. He noted that as retail shops celebrate Safer Gambling Week, customers can expect to see a number of webinars, top tips, best practices and quizzes.

Player safety is important to us every day of every week in every shop. Safer Gambling Week provides us with an opportunity to reflect on the great things we do, share the exciting plans we have and provide opportunity for everyone to learn a little more about this important subject.
Mark McCaffrey, head of compliance policy, retail & sportsbook, 888

In other news, a recent report said that DraftKings may be eyeing a takeover of 888.


Angel has a passion for all forms of writing, be it fiction or nonfiction. His curious nature gives him an ace up his sleeve when researching a new topic. Angel’s thirst for knowledge, paired with adaptability, always helps him find his way around.

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