Flutter becomes headline sponsor for ICE Sustainable Gambling Zone

Flutter Entertainment has been picked as the headline sponsor for the upcoming ICE Barcelona, specifically, the event’s Sustainable Gambling Zone, as confirmed in an official press release to Casino Guru News by the hosts of the exhibition, Clarion Gaming.

Flutter Entertainment sponsors ICE Sustainable Gambling Zone

ICE Barcelona is set to reunite 55,00 gambling industry professionals, with a strong emphasis on the Sustainable Gambling Zone, and responsible play in general. Flutter Entertainment will leverage its brand, name, and experience in the sector to provide education, tools and support, backing the initiative which has become a core part of its business over the past several years.

Flutter is the author of the Play Well strategy which seeks to empower players and help them make strategic and informed decisions about their gameplay while familiarizing themselves with best practices in gambling, and how to steer clear of bad habits.

Flutter prides itself on the success of the Play Well strategy, arguing that it expects 75% of its online players to use the solutions offered by the program by 2030, and thus create a robust and safe experience for those who engage with the company’s products remotely. Other efforts are similarly ongoing to make gambling safer.

Clarion Gaming’s Director of Industry Insight Ewa Bakun had this to say commenting on the importance of adding Flutter as the headline sponsor for this particular aspect of the upcoming event. In a statement, she said:

"I regard this as being a game-changer for SGZ which is being officially launched in Barcelona after undergoing a re-brand. The rebranding to the Sustainable Gambling Zone, which was a decision taken in partnership with our industry stakeholders reflects a deeper understanding of the importance of early interaction. By focusing on the identification of potential risks earlier in the player journey, it’s possible to prevent harm before it escalates."

Commitment to positive play and RG at the core of what Flutter does

Meanwhile, Flutter Group Head of Safer Gambling Jane Palles was similarly pleased that the company had taken over this crucial part of the exhibition floor and promoted a positive play and responsible gambling message to the industry in general.

"We are delighted to be supporting the new Sustainable Gambling Zone at ICE Barcelona and will showcase our continued efforts, share insights, and collaborate with stakeholders to drive forward the shared mission of safer gambling for all," she added.

The 2025 ICE Sustainable Gambling Zone will be present on 490 sq mt of space in the East Forward area of the showroom. The zone has undergone several changes over the past editions, with Clarion Gaming seeking to ensure that it better reflects the needs of the industry.

Image credit: Clarion Gaming