Swedish iGaming company LeoVegas has announced a new system of automated, personalized deposit limits. The new initiative makes use of AI and other technology to identify and provide support to those needing help.
The initiative comes as part of the operator’s “drive to increase Safer Gambling” and will be available across all of LeoVegas’ UK brands, including LeoVegas.com, PinkCasino, BetUK, and 21.co.uk.
Using third party data and a “proprietary risk prediction model” to assess individual affordability, UK customers will be automatically given a personal limit when they make their first deposit. This figure will then be re-evaluated on an ongoing basis and updated where necessary.
The feature will work in tandem with the AI powered messaging that LeoVegas already uses to encourage customers to use Safer Gambling tools. The company says this will “develop sustainable customer relationships by improving the quality and effectiveness of its Safer Gambling interactions with customers.”
Customer Safety Takes Precedence
Gustaf Hagman, CEO of LeoVegas Group, said: “Safer gambling is one of our top priorities at LeoVegas. By ensuring a safe gambling experience we believe we are building more sustainable relationships with our customers.”
“New technology has given us the power to refine these interactions and tailor them to our customers’ specific circumstances, making them more personalized and even more effective.”
LeoVegas risk prediction model can ascertain when a player could be developing harmful gambling habits. The software can then automatically disable deposits making it impossible for the player to put any more money into their betting account.
These customers can then be helped through a variety of media: live chat, email, or over the phone. The system is all part of LeoVegas’ aim to utilize technology in order to help its customers stay safe online.
A recent press release stated that “these new limits are part of LeoVegas’ drive to develop sustainable customer relationships by improving the quality and effectiveness of its Safer Gambling interactions with customers.”
Culture of Responsible Gaming
The measures are part of a larger overall commitment to safer gambling practices. The company has said that “Personalized deposit limits and on-site messages are examples of new initiatives using AI and innovative technology to make gambling safer.”
The announcement of LeoVegas’ new measures was timed to coincide with this year’s Safer Gambling Week, at the beginning of November. The initiative is designed to promote safer gambling both within the industry and to UK consumers.
This is the fifth year that the scheme has run and in that time, it has grown in stature, and industry engagement has increased considerably. Casinos, bookmakers, bingo clubs, and online operators all take part.
LeoVegas prides itself on its responsible gaming practices and says it has been “an important feature of the company’s culture”, since inception. It’s LeoSafePlay team is dedicated to the advancement of safer gambling practices, offering advice, and a range of tools to help keep players safe.
In addition, LeoVegas also runs LeoCare – a program to help customers that are struggling to control their gambling. The company offers to pay for three sessions of therapy for players who feel they need help.