BetBull and beBettor form customer affordability partnership

BetBull will utilise beBettor’s affordability API, enabling it to automatically execute instant geo-affordability checks for its UK customers.

BeBettor said the personalised checks will allow BetBull to better understand its customers earlier in their journey, and enable more tailored protection for each player as part of the operator’s broader social responsibility frameworks.

The affordability checks also identify the most at-risk players, it said, such as those on the bankruptcy or insolvency registers, and therefore protects customers from gambling related harms related to spending beyond their means.

“We are delighted to be working with beBettor on affordability,” Ian Tannock, head of safer gambling at Betbull, said. “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.”

Scott McGregor, COO of beBettor, added: “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 were brought to the fore of British gambling regulation in 2020, with the Gambling Commission launching a consultation on the matter in November.

Proposals to put in place stronger requirements for operators, including defined affordability assessments at thresholds set by the regulator, were subsequently criticised by the industry last week.

The Gambling Business Group’s chief executive, Peter Hannibal, said the proposals may drive players away from regulated and responsible sites to unregulated, offshore operators.