LeoVegas strengthens safer gambling messaging with new AI tech
Malta-headquartered operator to pilot new software on UK brands ahead of wider European roll-out
LeoVegas has launched a pilot of new AI-powered safer gambling messaging across its UK portfolio of brands.
UK customers will be the first to receive onsite messages with individualised content based on their behaviour and risk profile that are designed to educate and provide information on responsible gambling.
The new AI-generated messages will be introduced on the operator’s UK brands including LeoVegas, Pink Casino, Bet UK and 21.co.uk before being released in other markets.
Safer gambling messaging will encourage players to utilise the firm’s suite of safer gambling tools, with the overall aim of making customer play more sustainable for the firm.
“The new onsite messaging will enable the group to promote safer gambling to a wider audience and at an earlier stage in the customer relationship with the aim of preventing problem behaviours from developing,” LeoVegas explained.
Message content will vary based on the player’s risk profile and historic behaviour, moving from informative and educational to messaging with a more persuasive and urgent tone where required.
LeoVegas CEO 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,” he added.
Messaging will be driven by the operator’s in-house proprietary risk prediction model to predict which players are at risk of developing harmful gambling behaviour.
Players deemed to be at risk already receive personal interventions from the LeoVegas safer gambling team via telephone, live chat and email.