Serviceplan Italy Supports Sisal in Launching Safer Gambling AI

From the creativity of Serviceplan Italy and the commitment of Sisal to responsible gambling, Meet A.D.A. is born, the creative project that tells the story of an Artificial Intelligence system designed to counter risky gambling behaviours. 

A.D.A. (Anti Dependence Algorithm) is an Artificial Intelligence system that arises from Sisal's strong focus on technological innovation and behavioural research, serving a safer and more sustainable gaming model: the algorithm analyses the gaming experiences of over 600,000 Sisal customers monthly to predict risky behaviours and profiles. 

Thanks to this data analysis capability, it is possible to activate actions and protection tools that prevent risky gambling behaviours, guiding the player towards a sustainable gaming experience, free from excesses. 

The project has been accompanied, since its conception, by Serviceplan Italy, which has taken care of naming and graphic identity, developing 'Meet A.D.A.' as a storytelling journey that enhances its purpose with a recognisable and distinctive identity. It aspires to become the benchmark in the industry for responsible gambling and consumer protection at an international level.

Stefano De Vita, responsible gambling director at Sisal, said, "Sisal has always been committed to strengthening its approach and tools for consumer protection, thus contributing to innovating the reference standards of the gaming industry. Combining behavioural research with the potential of Artificial Intelligence represents an additional step in our Responsible Gambling strategy to have zero problem gamblers by 2030." 

Stefania Siani, CEO and chief creative officer at Serviceplan Italy, added, “At Serviceplan Italy, we believe that design and storytelling can be powerful tools for promoting social responsibility. Meet A.D.A. is a perfect example of this. As creative partners we aimed to create an identity that would be both memorable and meaningful, reflecting the  commitment to responsible gambling and consumer protection.” 

About Serviceplan Italy: Serviceplan is the creative and strategic soul of Serviceplan Group. Its mission is to transform every brand into a Best Brand. How? By devising a unique  and distinctive positioning and creative signal and coordinating the integration of various information and target activation tools, which are essential to make the brand known,  relevant and loved, in people's hearts and heads. 

Sisal is one of the leading international operators in the regulated gaming sector and currently operates in Italy, Morocco, Spain and Turkey, with a range that includes lotteries,  betting, online games and entertainment devices. The Company operates internationally in the retail channel through a network of over 47,000 points of sale and in the online channel serving over 1.8 million consumers. 

Sisal's strategy rests on three pillars: sustainability, through constant commitment to development of the Responsible Gaming programme and through the offering of a secure,  transparent entertainment model; digital innovation, thanks to its cutting-edge gaming platform oriented towards an omnichannel approach and inhouse software and application  development expertise to grasp the opportunities offered by the digital transition; and internationalisation, with the goal of being awarded contracts for new international  concessions on the basis of its solid expertise.  

Since 4th August 2022 Sisal become part of Flutter Entertainment plc, the world’s largest online sports betting and gaming operator with a portfolio of globally recognised brands and a constituent of the FTSE 100 index of the London Stock Exchange.