Gaming Companies Start Taking Responsibility

You could say that for a long time, gaming companies have been seen as being all for profit. They’re there to provide a fun service, rake in the money, and not much beyond that. However, there have been enterprises wanting to change the narrative over the years, with Entain being one of those very much leading the charge for positive redirection.

Entain, which has a foundation arm, has been doing significant work, primarily since 2020, with their initiatives to boost sports at the grassroots level. Via their Pitching In campaign, they have invested over £1 million into grassroots football clubs and non-league teams, for example. But, they’re not resting on their laurels, and continue to have a positive effect elsewhere in terms of sports and projects, as well as countries, with Italy now very much on their radar.

In February this year, the Entain Foundation announced that its support at the grassroots level was going to spread into Italy, after a partnership agreement with Sport Senza Frontiere Onlus, a non-profit organisation, was struck. The duo will now combine their efforts to deliver on a social inclusion programme that will include young people gaining free access to sport.

The collaboration between the pair makes a lot of sense, as Entain currently operates several of its brands in Italy, with the largest of them being bwin. It’s their MO to do good work within the countries they have involvement with, and is for sure a sign that gaming companies are starting to take responsibility. While you could suggest that it’s been a long time coming, as mentioned above, Entain are the leaders in this area and very much a force for good.

So, what is the aim of the project? Well, both Entain and Sport Senza Frontiere Onlus have agreed on their work supporting underprivileged young people and their families throughout Italy, through sports within the community and everything that surrounds it, such as tutoring. While the project is still in its infancy, between now and the end of the year, there is a desire for there to be around four hundred beneficiaries across the country, in areas such as Bergamo, Milan, Naples, Rome, Trento and Turin.

The initial financial commitment from Entain will go into the intervention programme that Sport Senza Frontiere Onlus run. It will open the door for free access to thirty sporting disciplines, but other services such as school and tutoring, counselling, health education, medical support and assistance for parents will also be made more accessible.

And the work doesn’t stop there, as there is also a commitment to back Sport Senza Frontiere Onlus’ work with employees of Entain owned Eurobet. The aim here is to promote well-being amongst the workforce, again with sporting activities and social inclusion, as well as some team building activities. It’s further evidence of not just Entain, but gaming companies, in general, wanting to do and be better.

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