LeoVegas Group launches personalised safer gambling messages in Sweden and Denmark

LeoVegas Group is launching personalised, on-site messages in the Swedish and Danish markets in a bid to educate customers about a range of safer gambling tools.

It follows a successful rollout of personalised, on-site messaging to UK-based customers in autumn 2021. Data from the launch showed that such messaging leads to an increased use of safer gambling tools and to deposit limits being maintained or lowered.

Moreover, these effects are greater for customers identified as at risk of developing harmful gambling behaviours.

“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,” a statement from the company read.

“Using artificial intelligence, the group’s risk model identifies those customers most at risk of developing harmful gambling habits, and then provides details of safer gambling tools and encouragement to set their own limits via personalised messaging.”

Personalised messaging is now available in Sweden and Denmark on the LeoVegas, Expekt and GoGo Casino brands. The service is already live on all UK brands, and will be made available to additional markets in the near future.

“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,” said LeoVegas Group CEO Gustaf Hagman.

“By rolling out this feature in Sweden and Denmark, we will continue to make gambling at LeoVegas Group even safer.”