Of 169,424 active customers, who can be tracked if they have a loyalty card for a high street bookmaker, 8,219 or about 5% were flagged up as being in the at risk category during the first three months of the systems being used. But statistics from the report, which did not name individual companies, found holes in how bookies are using the system. Once a customer is flagged as “at risk”, they can be sent messages encouraging them to take a break or warning them of the danger of addiction. The PwC report, commissioned by the Responsible Gambling Trust charity, identified multiple flaws in player awareness systems, which automatically identify signs of problem gambling, such as the frequency and size of a player’s bets. It comes ahead of a government review into the machines, sometimes dubbed the crack cocaine of the industry, which allow players to stake up to £100 every 20 seconds.
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