The Flutter Entertainment PLC (LON: FLTR) share price edged higher after the gambling company unveiled its first sustainability plan outlining ambitious goals for the next few years up to 2030.
The company intends to have at least 75% of its online gambling customers using its Play Well tools, with over 50% achieving this milestone by 2026.
The gambling firm intends to create teams that represent the communities they operate via a broad diversity, equity and inclusion (DE&I) programme.
Flutter intends to impact at least 10 million people by tapping into the power of sports and play, its staff and its brand.
The above are the main pillars of its sustainability plan. In addition, the company is looking to use its global scale and multiple brands to support local causes that create maximum impact in the societies in which they operate.
Flutter has committed significant resources to help its customers play well, given that it spent £45 million last year to promote safe play across its brands.
The monies were invested in technology, creating marketing campaigns to educate its customers and raise awareness about good gambling.
The company is also investing in helping its employees work better by embracing diversity as a critical pillar of its hiring philosophy. Flutter intends to have at least 40% of women in top leadership positions by 2026.
Flutter is looking to reduce its environmental impact after aligning its climate mitigation strategies with the ambitious goals set out in the Pris Climate Agreement.
Peter Jackson, Flutter’s CEO, said: “Our Positive Impact Plan is a comprehensive and challenging strategy which demonstrates that Flutter is setting the agenda for positive change.
“In 2021, we further enhanced our safer gambling measures across the Group, investing over £45 million to support and promote safe play across our global operations. Continuing to show leadership in safer gambling is critical for the sustainability of our business, and I believe that the goals we are setting out today as part of our new Play Well strategy will materially enhance our global customer protections and serve as a framework for the wider industry.
“The initial response from colleagues has been fantastic, and I couldn't be prouder of their passion and commitment to ensure that we continue to lead betting and gaming into the future.”
Flutter shares have been trading sideways since December 2021 and seem ready to break out higher. I would buy the shares at current prices as both a trader and a long-term investor. The upside potential is relatively high. Still, there are no guarantees that we won’t get a further decline,
*This is not investment advice. Always do your due diligence before making investment decisions.
Flutter share price.
Flutter’s share price edged 2% from its opening price of 10207.5p to its highest price of 10532.5p.
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Simon has over six years of professional trading experience across FX, commodities and equities. He has a strong passion for financial markets and is particularly focused on price action trading