Entain
BetMGM
Ladbrokes
Affordability
AI
KPI Panel
│Role: Group UX Director & Exec Sponsor │
│Team: 32 designers · 12 PMs · 8 data-scientists │
│Budget: £5.8m • Launch time: 10 mo │
│Impact: -39% gambling issues · +24pts Trust-Score │
-39% Gambling Issues
Oversaw the UX design for Entain’s affordability project, aiming to use AI to enhance player protection through personalised user experiences.
AI Player Protection Experience
AI Player Protection Experience
Problem Solving
The UK Gambling Commission’s tighter loss-limits threatened to push our most responsible players to offshore sites.
Designed user flows that seamlessly integrated affordability checks without disrupting the gaming experience.
Understood concerns around privacy & affordability assessment. Players said, If treated like problem gamblers, they'd leave so adaptive UX was used to friction when warranted.
Developed a consistent design language that conveyed trust and transparency.
Coordinated with compliance, legal, and international teams to align on regulatory requirements and cultural sensitivities.
Adopted an iterative design approach, incorporating feedback from stakeholders and users at each stage.
Highlights
Users of Entain's gaming platforms and regulatory bodies interested in player protection measures.
Successfully launched the pioneering affordability model, raising industry standards and reduced gambling related issues by 39%
Implemented personalised dashboards where users could manage their spending and receive tailored recommendations.
Featured in Entain's press release, highlighting our role in advancing player protection.
Enhanced user trust and compliance adherence, positioning Entain as a responsible industry leader.
