LeoVegas Group introduces personalised deposit limits in the UK

The online casino operator has introduced individual deposit limits for all UK customers in a bid to increase safer gambling interactions. 

UK.- The Swedish online gambling operator LeoVegas Group has introduced individual deposit limits for its UK customers as it aims to increase safer gambling interactions and affordability checks. It’s using third-party data and a proprietary risk prediction model to assign each player a personal limit for their first deposit.

The limit imposed will continually be re-evaluated using new data. The new measure applies to all LeoVegas brands in the UK, including LeoVegas.com, BetUK, PinkCasino and 21.co.uk.

LeoVegas was already encouraging its UK customers to use gambling tools through AI-driven messaging on the LeoVegas website. The new personalised deposit limits and affordability checks aim to strengthen its safer gambling efforts further. The launch of the measure coincided with Safer Gambling Week 2021 in the UK.

LeoVegas Group chief executive Gustaf Hagman said: “Safer gambling is one of our top priorities at LeoVegas: by ensuring a safe gambling experience we believe we are building more sustainable relationships with our customers.

“New technology has given us the power to refine these interactions and tailor them to our customers’ specific circumstances, making them more personalised and even more effective.”

Earlier this month, LeoVegas was given a slap on the wrist by the Danish gambling regulator Spillemyndigheden for breaches of due diligence procedures.

The regulator carried out a random review of the activity of 20 big players between 2017 and 2019 and found five cases that breached Denmark’s Money Laundering Act.

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