LeoVegas launches AI-powered safer gambling messaging

LeoVegas says the tool will allow it to send safer gambling messages to more customers.
LeoVegas says the tool will allow it to send safer gambling messages to more customers.

LeoVegas Group will roll out a new layer of AI-powered safer gambling messaging across its brands’ platforms, starting in the UK.

Sweden.- The online gaming operator LeoVegas is launching a new tool that will deliver individualised safer gambling content to customers based on their behaviour and risk profile.

It says the AI-powered tool aims to educate and provide information on safer gambling via messages in “premium space” usually occupied by the latest games and campaigns. The messages will encourage players to use safer gambling tools in a bid to build a more sustainable customer relationship.

The operator will encourage customers to set their own limits with different degrees of urgency depending on individual risk profiles and historic behaviour. The tone of messages would shift from informative to more persuasive as needed, it said.

That call will be made using AI and data from LeoVegas’s proprietary risk prediction model to predict players’ risk of developing harmful gambling behaviour.

LeoVegas stressed that at-risk customers already receive personal contact from its team via telephone, live chat and email, but it said the new on-site messaging would allow it to promote safer gambling messages to a wider audience and at an earlier stage.

LeoVegas group chief executive Gustaf Hagman said: “Offering our customers a highly entertaining experience in a safe environment is at the heart of everything we do.

“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.”

LeoVegas has also mandated Swedbank to look into the possibility of increasing the amount of senior unsecured bonds that are outstanding from a SEK500m (€49.1m) issue in 2020. If a subsequent bond issue goes ahead, the operator will use the funds to increase its financial flexibility.

Earlier this year, LeoVegas completed its acquisition of Expekt and announced the launch of its in-house studio Blue Guru Games.

See also: Swedish gambling regulator fines LeoVegas and ATG

In this article:
LeoVegas online gambling