Mr Green preps launch of new predictive ‘Green Gaming’ tool
Operator says new responsible gambling tool will enable it to detect risky behaviour at an earlier stage
Stockholm-listed operator Mr Green has revealed plans to roll out a new in-house developed predictive tool for identifying risky player behaviour by September.
The Green Gaming tool was developed by the operator in partnership with Swedish firm Sustainable Interaction and will offer self tests, breaks, self-exclusion, cool down games and self-help.
Mr Green confirmed the launch of the tool, which will be used alongside Gamtest, will occur at some point during Q3.
“I am particularly pleased that we have started the implementation of our new predictive Green Gaming tool that analyses gaming patterns and detects risky behaviour at an early stage,” Per Norman, CEO of Mr Green, said.
“Our Green Gaming tool will allow us to a greater extent to adapt our offering to risky customer behaviour in accordance with the “healthy customer, healthy revenue” principle.”
Mr Green CEO, Per Norman, says, Green Gaming tool will detect risky behaviour at an early stage
The launch follows an increasing focus on responsible gambling by operators, with Sky Bet recently partnering with William Hill to develop a predictive algorithm to identify problem gamblers.
On Friday, Mr Green reported a 36.3% rise in revenues to SEK 287.8m (£27m) in its Q2 results, as well as a 105% jump in EBITDA to SEK 37m (£3.5m) due to lower marketing and operational costs.
Norman also reiterated the company’s intention to play a key role in ongoing industry consolidation in the future.
“Our ambition is to be actively involved in the consolidation of the industry and we are well-positioned to implement acquisitions,” the CEO said.
“We are analysing candidates from across the value chain, although we are currently primarily concentrating on geographic expansion.”