LeoVegas Take Responsible Gaming to the Next Level

Customers of the Leo Vegas group (STO: LEO) are about to benefit from a revolutionary, responsible gambling initiative which comes in the form of artificial intelligence (AI).

The Swedish-based operator has announced that they will be using a messaging system based on artificial intelligence, which analyses customer behavior and will automatically message them if it indicates that there may be any problems.

The messages will include information and educational materials which will help them to gamble in a safe manner.

The initiative will be rolled out in the UK according to the risk profiles of players at the group’s websites which include LeoVegas.com. BetUK.com, 21.co.uk, and PinkCasino.com.

Offering our customers a highly entertaining experience in a safe environment is at the heart of everything we do. The messaging system integrated into LeoVegas’ product offering will provide timely prompts to players, urging them to protect themselves from excessive gambling by setting their own limits as per their gambling profiles, and the higher the risk involved with the historic gambling behavior of a player, the larger the number of messages that player will receive. Using personalized messaging in the early stages of our relationship with our customers is the best way to drive engagement with our Safer Gambling tools and will continue to build more sustainable relationships. I am very proud to be using the premium space on our sites for this purpose.

Gustaf HagmanCEO of the LeoVegas Group

This new initiative will be run by the responsible gambling team at Leo Vegas, and the tone of the messages which are sent out will vary depending on the circumstances of each player, with messages being sent out at the first sign of a player displaying signs that problem gambling may be an issue.

They will range from informative messages to persuasive or urgent if deemed appropriate.

LeoVegas have also announced that they will be promoting safer gambling messages on spaces on their website, which are usually reserved for advertising bonus and promotional offers.