Lisa Michaels
LeoVegas has taken its personalised, on-site message service on the road with expansion ion to two major European markets.
The initiative was initially introduced in autumn 2020 in the UK market and now operators and players in Sweden and Denmark will get their turn.
The system educates players about what safer gambling tools they can access via the site they are on and has been extended from the flagship LeoVegas brand and UK sites, 21.co.uk, BetUK, and Pink Casino to now include Expekt and GoGo.
Gustaf Hagman, CEO of LeoVegas commented on the expansion of this innovative service, saying,
“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 even safer.”
The company further explained that on-site messaging is an established method for getting customers to use safer gambling tools and cultivating “more sustainable” customer relationships.
Running Start
The company was able to demonstrate with data gathered from its time in the UK, that the messaging had resulted in higher usage figures for safer gambling tools usage and more players lowering or maintaining their deposit limits.
The AI-powered system behind the messaging seeks out players who display signs of being at high risk for developing harmful gambling behaviour and provides them with access and directions to safer gambling tools while urging them to set deposit and play-time limits.
The content and urgency of the messages will be tailored specifically to an individual player’s current and past behaviour and they will be displayed in an easy-to-notice area, alongside where the promotions and new games are normally placed.
With the system now in 3 major markets, LeoVegas has clarified its intent to introduce the intuitive system in even more markets “in the near future”.
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