PENN Entertainment is the latest gaming company to partner with a behavioral health services company to provide direct responsible gambling supports and referrals to online gamblers.
The brick-and-mortar casino, iGaming and sports betting company announced on Tuesday that it has teamed up with Birches Health to integrate new resources, including specialized content, educational initiatives and streamlined access to support services, into its theScore Bet and Hollywood Casino platforms across the U.S.
Players on both theScore sportsbook and the Hollywood iCasino app can now access RG-focused content created by the health services company that is tailored to their own activity and needs. Tools available include problem gambling assessments, articles on responsible gaming, information on addiction help and counseling, treatment referrals and more, all available via the RG section of each player’s profile within the apps.
“Responsible gaming is always our highest priority, and we’re thrilled to partner with Birches Health and expand the library of resources our players can access through our gaming apps,” said PENN Interactive VP of Compliance Adam Kates. “Birches is a leader in the behavioral addiction treatment space, and their curated content helps destigmatize gambling addiction and provides players information on identifying and treating problem gaming.”
Birches Health scales up gambling supports
Birches Health describes itself as the leading national clinical provider of specialized treatment for gambling addiction, with many of its services covered by insurance and state funding. It works with a range of gaming companies, state governments, employers, sports leagues and teams and others to offer services across a wide network.
Its other gaming partners include companies such as Delaware North, WagerWire and BetFlow. It also has an agreement with Sportradar, whose Bettor Sense AI-powered responsible gaming tool allows operators such as Underdog to offer access to Birches Health services.
Birches Health Founder and Chief Executive Officer Elliott Rapaport added that his company’s new partnership with PENN “showcases innovation in player protection at scale.” The PENN deal comes after Birches Health appointed behavioral health expert Andrew DiGiacomo as SVP of Strategy and Dr. Cynthia Grant as VP of Clinical in January.
Last September, the firm closed seed and Series A funding rounds worth a combined $20m, which it said it would use to expand its network of partners and strengthen its efforts to align its services with insurance policy plans nationwide. Birches Health also plans to use the fresh capital to build and expand its partnerships with state health departments.
“The U.S. is facing a looming gambling addiction crisis,” said Rapaport at the time. “By integrating with leading insurance companies and state Departments of Health, we are proving that access to specialized care for those struggling with gambling, gaming, sex, pornography, and internet addiction should be available to all.”
Operators lean on health service providers
While offering a suite of in-app responsible gambling tools has become part and parcel for online gambling operators, many leading brands have teamed up with external providers to bolster the resources they offer.
Another behavioural health company with a focus on gambling, Kindbridge Behavioral Health, works with gaming operators including DraftKings, BetMGM and MGM Resorts International, PrizePicks and more, as well as other firms including data and technology firm Mindway AI.
