LeoVegas Group has moved to strengthen its safer gambling offering via the launch of a new layer of AI-powered messaging, analysing customer behaviour and risk profiles.

The offering will be initially launched in the UK via the LeoVegas, PinkCasino, BetUK and 21.co.uk brands, where LeoVegas customers will receive onsite messages with individualised content based on their profiles, containing information and educational material on safer gambling.

Customers will be encouraged to use safer gambling tools and set their own limits through the ‘product-integrated, personalised onsite messaging’, with contact varying based on individual risk profiles and historic behaviour. LeoVegas has leveraged its proprietary Risk prediction model to operate the messaging, using AI to identify players developing potential harmful gambling habits.

Messages will initiate as informative and educational and escalate ‘to a more persuasive tone’ if it is felt a customer’s betting behaviour is becoming potentially harmful. These messages will appear in the premium space usually used to promote campaigns and games. 

“Offering our customers a highly entertaining experience in a safe environment is at the heart of everything we do,” said Gustaf Hagman, CEO of LeoVegas Group.

“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 intends to use its onsite messaging feature to ‘promote safer gambling to a wider audience and at an earlier stage in the customer relationship’ in order to prevent the development of problematic behaviours.

The feature forms part of the group’s wider strategy to develop ‘sustainable customer relationships’ through an increased focus on safer gambling, building on its current offering of telephone, live chat and email contact with members of the group’s safe gambling team.