SBC News Voice of the Sports Betting Industry
LeoVegas AB will utilise personalised on-site messages to interact with customers in its key markets of Sweden and Denmark, making them aware of its suite of safer gambling tools.
The decision follows the successful trial of personalised on-site messaging with UK customers that has been running since the Autumn of 2021.
“On-site messaging is a proven way of increasing customer usage of safer gambling tools and developing more sustainable customer relationships, as part of LeoVegas Group’s safer gambling strategy,” read LeoVegas’ update.
The Stockholm-listed online gambling group has developed an AI-built risk model to identify customers at risk of developing harmful playing habits.
Using the model, individual customers are provided with personalised messages outlining the firm’s safer gambling tools and further encouraged to set their own deposit/wagering limits.
The launch forms part of LeoVegas’ ongoing strategy to develop more sustainable customer relationships through an increased focus on safer gambling.
Group CEO Gustaf Hagman explained: “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.
“We are 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 Group even safer.”
Personalised messaging is now live in Sweden and Denmark on LeoVegas.com, Expekt and GoGo Casino brands.
