Leading online gambling operator, LeoVegas Group, has today announced that it will be extending its range of safer gambling tools across active regulated markets in Sweden and Denmark, following the successful introduction in the United Kingdom.
The operator is to include personalised message prompts across brands in the Swedish and Danish markets that are designed to educate players about the available tools on site relating to safer gambling activities and risk management.
By promoting safer gambling tools, the brand is looking to increase customer awareness and knowledge so that more sustainable relationships are formed between players and operator.
As part of LeoVegas’ safer gambling strategy, the company will extend its safer gambling tools beyond the UK market, which has been a success since the launch last year.
The firm has gathered and compiled data from the roll-out in the UK that shows players were gambling responsibly, utilising the tools and maintaining or lowering deposit limits, more so aimed at customers who may be identified as having a risk of developing gambling related problems.
Reportedly, the company uses AI to identify at risk customers then provides messages that promote the use of safer gambling tools so that it encourages them to set limits and understand the importance of keeping gambling activities fun and responsible.
Additionally, this new strategy towards safer gambling allows player behaviour to be monitored and flagged in the event of showing risk of developing harms related to gambling, including addiction or out of control spending.
Furthermore, this gambling tools integration with personalised messaging is being rolled out to the groups LeoVegas, GoGo and Expekt brands.
Gustaf Hagman of LeoVegas commented on the announcement:
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 this feature in Sweden and Denmark, we will continue to make gambling at LeoVegas Group even safer.