LeoVegas Launches Automated Responsible Gambling Messages

A system of responsible gambling messages utilizing artificial intelligence (AI) to analyze customer behavior is set to debut across the UK online gambling offerings of the operator.

Personalized Message Content

Swedish-based online gambling group LeoVegas announced the launch of the new messaging system that will send valuable information and educational materials to its customers to help them gamble in a safe manner. Powered by AI, the system that will continuously analyze gambling patterns of LeoVegas’ customers across the board, will make its debut in the UK via the group’s LeoVegas, PinkCasino, BetUK and 21.co.uk brands, where players will receive messages onsite according to their risk profiles.

Offering our customers a highly entertaining experience in a safe environment is at the heart of everything we do.”

Gustaf Hagman, CEO, LeoVegas Group

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 personalised 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 Hagman, CEO, LeoVegas Group

Changing Tone where Necessary

LeoVegas’ in-house proprietary risk prediction model will define the severity in each case of possible gambling harm development, while the new messaging system will vary tone and content accordingly, from informative and educational, to persuasive and urgent where necessary.

The online gambling group is taking steps to make the safer gambling messages visible by placing them in the premium space that is usually reserved for the operator’s promotions and campaigns.

The AI-driven messaging system will operate alongside currently utilized by LeoVegas’ responsible gambling team methods to contact customers and remind them to gamble responsibly like telephone, live chat and email, and will form part of the group’s wider safer gambling strategy.

LeoVegas intends to utilize the messages to promote responsible gambling to a wider audience by initiating the automated contact at the very early stage of a player profile showing signs of developing problem gambling behavior.