Flutter Entertainment named headline sponsor of Sustainable Gambling Zone at ICE Barcelona

Flutter Entertainment has been announced as the headline sponsor of the newly rebranded Sustainable Gambling Zone (SGZ) at ICE Barcelona 2025. The major global event, set to host 55,000 industry professionals, will spotlight responsible gambling initiatives at the SGZ, with Flutter taking a leading role.  

The SGZ will occupy 490 square meters in the Fast Forward area of the show floor, featuring 26 safer gambling bodies, including Spanish organizations ASENCAS and FEJAR. The zone will also host three days of educational content, focusing on consumer protection and Environmental, Social, and Governance (ESG) principles.  
  
As the parent company of leading online sports betting and iGaming brands, Flutter Entertainment champions safer gambling practices. The company introduced its “Play Well” strategy in 2022, aiming to empower customers to make informed, responsible decisions.

By 2030, Flutter aims for 75% of its active online customers to engage with Play Well tools, with current engagement reaching 47.5% by mid-2024—double the rate seen in 2022.  

In 2023, Flutter invested over $101 million in research, product development, and marketing to enhance its safer gambling initiatives. At the SGZ, Flutter will showcase these efforts, including enhanced customer tools, personalized risk monitoring, and partnerships with expert organizations.  

“Our customers are at the heart of everything we do, and we want them to have an entertaining, positive experience with us,” said Jane Palles, Flutter’s Group Head of Safer Gambling. “We start 2025 with a continued focus on player wellbeing. This sponsorship underscores our dedication to sustainability.”  

The SGZ, rebranded from the Consumer Protection Zone, reflects a broader industry focus on sustainability and early intervention to prevent gambling harm.  

“I regard this as being a game-changer for SGZ,” said Ewa Bakun, Clarion Gaming's Director of Industry Insight, who introduced the Consumer Protection Zone in 2018. “By focusing on the identification of potential risks earlier in the player journey, it's possible to prevent harm before it escalates."  

Flutter’s sponsorship also includes a donation to ICE Barcelona’s safer gambling charity fund.  

"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," added Palles.