Online gambling operator LeoVegas Group has announced the launch of a new personalised responsible gambling initiative in both the Danish and Swedish markets, following a successful rollout in the UK.
Messages will appear on the operator’s sites in both countries and educate customers about the LeoVegas range of safer gambling tools accessible through the sites and promote their use.
Using artificial intelligence, the operator’s risk model will identify the customers most at risk of developing harmful gambling habits, with the personalised messaging providing them with details of the safer gambling tools and encourage them to set their own limits.
Messaging will now appear on the Vegas, Expekt and GoGo Casino brands in Denmark and Sweden, with plans in place to expand the initiative into more markets in the near future.
The launch comes after an initial rollout in the UK in the autumn of 2021. LeoVegas said data from the UK launch showed this messaging led to an increased use of safer gambling tools and to deposit limits being maintained or lowered, with these effects greater for customers identified as at-risk of developing harmful gambling behaviours.
The operator also recently introduced individual deposit limits for all UK customers. Using third-party data and a proprietary risk prediction model, UK customers are now assigned a personal deposit limit at their first deposit, which will then be continually re-evaluated using up-to-date data.
“We are thrilled that our on-site messaging has proven successful in the UK – not only in driving engagement with our safer gambling tools but also by having a positive effect on customer behaviour and helping to drive forward our quest for more sustainable customer relationships,” LeoVegas chief executive Gustaf Hagman said.
“By rolling this feature in Sweden and Denmark, we will continue to make gambling at LeoVegas Group even safer.”