Flutter and EPIC Expand Safer Gambling Initiative to Irish Football

Flutter Entertainment is taking a significant step in its social responsibility strategy by expanding its partnership with EPIC Global Solutions. The two organisations have committed to promoting gambling awareness across the Irish football pyramid by extending their existing programme to the FAI National League. By the end of 2026, all 15 founding clubs of this new third-tier league are expected to be fully integrated into the initiative. This follows a successful launch earlier this year that reached a wide range of stakeholders in the sport.

Since January, the programme has already delivered substantial results within the League of Ireland. More than 2,000 players and FAI staff members have participated in over 70 EPIC-led workshops. The FAI has described the initiative as a major success story, providing officials with clear insights to develop targeted support messaging and harm prevention strategies. The focus is on ensuring that everyone involved in professional and semi-professional football understands the potential risks associated with betting.

"The impact of this programme across the League of Ireland has been a huge success story. So naturally, we’re incredibly grateful to see this extended to our new FAI National League teams." - Garret Higgins, Interim FAI National Competitions Lead

Numbers and facts

The expansion comes at a time when Flutter is significantly increasing its financial commitment to safer gambling. The company, which owns major brands such as Paddy Power, Betfair, and Sky Bet, has invested a total of $139 million (£102 million) into EPIC’s global safer gambling capabilities. A substantial portion of this investment—$75 million—is specifically dedicated to the UK and Ireland markets. This funding supports various initiatives aimed at customer protection and responsible gaming experimentation.

According to EPIC, the educational approach is proving highly effective. Paul Buck, Chief Executive Officer of EPIC Global Solutions, noted that 89% of players now feel confident in their knowledge regarding gambling awareness. He attributes this success to the use of facilitators who have lived experience with gambling addiction. When former players share their personal struggles and recovery journeys, the message resonates far more deeply with current athletes than traditional corporate training modules.

Background

Flutter's commitment to Leeds has also been a focal point of its recent activities. The company recently launched its 'Centre of Excellence' in the city, designed as a hub for learning and collaboration in the field of responsible gambling. Furthermore, Flutter extended its partnership with the Leeds Rhinos Foundation last month, increasing its annual funding from £25,000 to £36,000. These regional efforts complement the broader international strategy of the NYSE-listed firm.

While the focus in Ireland is on prevention, the global gambling landscape continues to shift. For instance, Brazil officially opened its regulated online casino market on 1 January 2025. Companies like Konami and Kaizen Gaming (Betano) have quickly moved to establish a presence there under new legal frameworks. Interestingly, Kaizen has also renewed its own partnership with EPIC, demonstrating that the demand for professional safer gambling consultancy is growing worldwide as new markets emerge.

Why it matters for German players

For players in Germany, the initiatives taken by a global leader like Flutter highlight the increasing importance of corporate responsibility. The German market is governed by the Interstate Treaty on Gambling 2021 (GlüStV 2021), which is managed by the Gemeinsame Glücksspielbehörde der Länder (GGL). This regulation imposes strict limits, such as the €1,000 monthly deposit limit and the mandatory LUGAS central database to prevent parallel play across different sites.

Although the FAI programme is specific to Ireland, the underlying principles of player protection are universal. German players are encouraged to use only GGL-licensed operators, as these companies are legally required to implement robust social concepts. Flutter-owned brands operating in Germany must comply with these rules, including the €1 stake limit per spin on virtual slots. The company’s heavy investment in external partnerships like EPIC suggests a shift towards proactive harm prevention that could eventually influence industry standards in Germany as well.

What it means for GGL-licensed casinos

GGL-licensed casinos in Germany are under constant scrutiny to prove that their operations are safe. The success of the EPIC workshops in Ireland shows that education and early intervention are key components of a modern gambling environment. Operators in Germany may look to these international models to improve their own customer protection hubs. By investing in transparent and effective prevention measures, licensed casinos can differentiate themselves from illegal offshore providers that do not offer the same level of player security.