LeoVegas launches safer gambling messages in Sweden and Denmark
The operator has launched a personalised service to educate players on the safer gambling tools available
LeoVegas Group has rolled out its personalised safer gambling messages into the Swedish and Danish markets following an initial UK rollout.
These messages will pop up on the screen to educate players about the range of safer gambling tools that are accessible through the site and promote players to use them if needed.
This system was first rolled out to the operator’s UK-based customers in the autumn of 2021 to educate players about the safer gambling tools available to them. The operator has since used this data to show that the messaging has led to increased use of safer gambling tools, and deposit limits are being maintained or lowered as well.
LeoVegas uses artificial intelligence (AI) to plot out its risk model and help identify those players who are most at risk of developing harmful gambling habits, and then provides them with details of the different tools available and encourages them to set their own deposit limits via a personalised message. The message’s frequency and content vary based on a player’s behaviour and history.
Messages are prominent on the game pages instead of promotions and new games. This launch in Denmark and Sweden is a part of the firm’s ongoing strategy to develop more sustainable customer relationships focusing on responsible gambling.
CEO of LeoVegas, Gustaf Hagman, said: “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.
By rolling out this feature in Sweden and Denmark, we will continue to make gambling with LeoVegas Group even safer,” Hagman concluded.