LeoVegas Group launches personalised safer gambling messages in Sweden and Denmark

LeoVegas Group will launch personalised messages on the Danish and Swedish markets to inform customers about safer gambling options.

This follows the successful launch of personalized, on-site messaging for UK-based customers starting in autumn 2021. This launch revealed that messaging like this leads to safer gambling tools being used and deposit limits being kept or lower.

These effects can be even more severe for those customers who are at high risk of engaging in harmful gambling habits.

“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.”

On the LeoVegas and Expekt brands, personalised messaging in Sweden and Denmark is now possible. It is currently available for all UK brands. Additional markets will follow in the 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.”