Flutter Reports Steady Progress Toward 2030 Sustainability Targets
Flutter Entertainment has reported steady progress in meeting the long-term objectives laid out in its 2022 ‘Positive Impact Plan’, with notable advances across player protection, community support, and environmental responsibility.
Focus on Safer Gambling and Staff Wellbeing
In its latest update, Flutter’s leadership identified safer gambling and staff wellbeing as areas of ‘very high’ importance, both to stakeholders and to the company’s broader operations.
Other critical areas—including community investments, anti-money laundering measures, and carbon emissions reductions—were ranked as ‘high’ priorities by the firm’s board.
Play Well Strategy Gathers Momentum
At the heart of Flutter’s strategy is the Play Well program, an initiative designed to encourage responsible gaming through player education, engagement, and the promotion of safety tools. The company has set a target for 75% of its customers to be using a Play Well tool by the end of 2030.
Flutter’s latest figures show clear movement towards this goal. In 2022, 37.7% of customers engaged with a Play Well tool. This increased to 39.7% in 2023, and further to 44.5% in 2024.
“Flutter is committed to sustainable growth and setting the agenda for positive change. Something I am particularly proud of is how we are continuing to help our customers to Play Well. We invested $139m to support and promote safe play across our global operations and saw 44.5% of our active online customers use one or more Play Well tools”, stated Flutter CEO Peter Jackson.
Community Impact Continues to Expand
Flutter’s social impact programs are also making measurable headway. The company aims to improve the lives of 10 million people worldwide by 2030 through donations, partnerships, and community engagement initiatives.
By the end of 2022, Flutter had positively impacted 430,000 lives. This figure rose to 1.53 million in 2023 and reached 2.55 million in 2024. In the same year, the company donated $16.4 million to various community-focused projects.
“Our Positive Impact Plan is at the heart of our business and I’m extremely proud of the progress we achieved in 2024, which wouldn’t have been possible without the shared commitment and passion from our colleagues across the globe”, added Sue Albion, Group Director of Sustainability and Regulatory Affairs at Flutter.