From 17 to 23 November 2025, the gambling industry is mobilising for European Safer Gambling Week 2025, an annual campaign to encourage safer gaming practices. Technology, particularly artificial intelligence, is playing a central role in this year’s event.
AI at the service of player protection
One of the most striking aspects of the 2025 edition is the commitment to technology: Playtech asserts that artificial intelligence is now ‘central’ to strengthening player protection.
Thanks to machine learning, the company can proactively analyse millions of behavioural data points to detect risk signals before harm occurs.
Better still, Playtech is exploring the use of generative AI to offer personalised, real-time support that adapts to each player’s needs: tailored messages and advice, all without sacrificing human empathy.
“We continue to explore generative AI to provide personalised assistance at scale, real-time insights and adaptive messaging that responds to individual player needs while preserving human empathy. But technology alone is not enough. Safer gambling requires collaboration, transparency and a shared commitment to measurable outcomes. Together, we can build an ecosystem that protects vulnerable individuals and remains commercially viable in the long term,” says Playtech.
Challenges and prospects: the road to safer gaming
Despite visible progress, certain challenges remain. Technology, powerful as it is, must be accompanied by ongoing commitment.
Furthermore, collaboration between all stakeholders – regulators, operators, technology providers, support organisations – remains crucial. Without transparency and measurable objectives, there is a risk of losing effectiveness.
“Collaboration enables us to make significant progress, both within Flutter and across the industry, and this week is an important moment in that regard,” Flutter said in a statement on Monday.
Safer Gambling Week 2025 is more than just a campaign: it symbolises a shift towards responsible gambling supported by technology, cooperation and a genuine desire for transformation.