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Its share price decline began after reaching an all-time high in September 2021. Over the course of five years it has slipped 73% to 530p.
It has been a challenging few years for Entain, having cycled through four CEOs in short succession. In November 2023 Entain agreed to pay a financial penalty totalling £585 million, plus a £20 million charitable donation and £10 million in Crown Prosecution Service (CPS) and HMRC costs. This related to a bribery case initiated by the CPS into the company’s historic operations in Turkey.
Troubles continued as it faced declining growth within its digital business. Reports of failed integrations amid a frenzy of acquisitions further dampened Entain’s reputation and the operator subsequently committed to a major turnaround effort to cut costs and return its digital business to growth.
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The participants suggested timely and relevant interruptions as well as enhanced onboarding processes and in-game assistance, which could include free-play modes, easy access to concise game rules and AI-driven help to clarify complex terms.
For land-based venues, unobtrusive and empathetic staff checks to identify signs of distress without creating a sense of surveillance was suggested.
The study drew parallels with evolving financial regulation, such as the Financial Conduct Authority’s Consumer Duty, which stressed the importance of providing information and ensuring customers understand and can act on it.
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While the US and markets in Europe may have broadened discussions to encompass issues such as LGBTQ+ inclusion, she notes that priorities differ across Africa, where legal, cultural and social realities can vary between countries.
Looking ahead, industry leaders believe the next phase of DEI will be less about standalone initiatives and more about embedding inclusion into everyday business decisions.
Yaxley hopes DEI will become “a fundamental part of how organisations operate”, with technology and people analytics helping businesses to make fairer, evidence-based decisions on talent.