Deposit limits will be assigned on a customer-by-customer basis via a tool that uses third-party data to assess affordability.
British bettors across all LeoVegas’ UK brands — including LeoVegas.com, PinkCasino, BetUK and 21.co.uk — will be given their personalised limit when they make a deposit for the first time. This will be continually re-evaluated as the company collects more data.
Combined with AI-backed on-site messaging prompting players to gamble more responsibly, LeoVegas is looking to develop sustainable customer relationships by “improving the quality and effectiveness of its safer gambling interactions with customers.”
Speaking about the initiatives, Gustaf Hagman, the 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 personalised and even more effective.”
LeoVegas’ safer gambling efforts are based on its risk prediction model that uses AI to identify players most likely to develop harmful gambling behaviours. If a customer is flagged as at risk, the company’s Safer Gambling team can then contact them via telephone, live chat or email.
With the inclusion of third-party data, LeoVegas stated its customer analysis capabilities are even further enhanced, allowing it to shield the most vulnerable from harm.
The company concluded: “Personalised deposit limits and on-site messages are examples of new initiatives using AI and innovative technology to make gambling safer.”
