BetBull will utilize beBettor’s affordability API to automatically execute instant geo-affordability checks for its UK customers. This partnership will help BetBull better understand its customers earlier in their journey and provide more tailored protection as part of its social responsibility frameworks. The affordability checks also identify at-risk players, such as those on the bankruptcy or insolvency registers, to prevent gambling-related harms from overspending.
“We are delighted to be working with beBettor on affordability,” said Ian Tannock, head of safer gambling at Betbull. “The beBettor team has provided exceptional support, which was a major factor in our decision to integrate their affordability solution.”
Scott McGregor, COO of beBettor, added, “We are thrilled to announce our partnership with BetBull, a leading player in the industry. Integrating our affordability data into their safer gambling frameworks has been a great experience.”
Affordability checks became a significant concern in British gambling regulation in 2020. The Gambling Commission launched a consultation in November to propose stronger requirements for operators. However, these proposals were criticized by the industry for potentially pushing players towards unregulated offshore operators.
