UPDATE 1-Ladbrokes owner Entain rolls out tech to check gambling addiction

(Adds details from statement, background on rules on gambling addiction checks)

March 31 (Reuters) - Bookmaker Entain Plc said on Wednesday it would introduce a new technology by the summer to implement staking limits on customers facing possible financial risks, as the UK steps up efforts to tackle problem gambling.

The Ladbrokes owner said this programme for affordability checks, dubbed “Advanced Responsibility and Care” (ARC), was now partially live across its 14 brands in the United Kingdom, and is being customised for other regions to be rolled out later.

Britain has a thriving gambling industry, but the government has sought to tighten rules in recent years to contain gambling addiction. It has capped maximum stake on terminals, restricted age, and banned the use of credit cards to place bets.

The ARC will use open source and commercially available data to analyse gamblers and set a limit if it finds a risk. The limit would be waived or increased only after the customers provide certain information on their finances.

“We firmly believe that a more personalised, individual approach to player protection is the way forward,” Entain Chief Executive Officer Jette Nygaard-Andersen said.

The London-listed company, which owns brands including bwin, Coral, Eurobet, Foxy Bingo and partypoker, said through current testing, ARC cut the staking and depositing limits by around 55% for at-risk betting and gaming tools customers it had targeted.

Reporting by Pushkala Aripaka in Bengaluru; Editing by Rashmi Aich