LeoVegas Launches AI Messaging For Safer Gaming

September 13, 2021


LeoVegas Casino AI Messaging

LeoVegas, the award-winning Gamtech group, announced the launch of its AI-powered onsite messaging. Adding to their responsible gambling portfolio, this product-integrated layer of messaging will prompt players on safe gambling during ongoing gameplay.

The creators of Leosafeplay developed this product to help players recognise problematic gambling behaviour by educating them through personalised messages. This is done through a proprietary risk prediction model the Gametech company designed and the goal is to build more sustainable relationships by addressing problematic behaviour early on.

Johan Bjurgert, Head of Data Science, LeoVegas commented on the announcement.

“For businesses, in the coming years, AI will be decisive for competitiveness. Companies that successfully take advantage of this new technology will be able to increase their lead over competitors that are slow to implement the new technology.”

The new product will be rolled out in the brand’s UK market first and players can look out for the messaging in the premium space, where they would usually see the latest games and campaigns.

Honouring Their Duty of Care

Keeping in mind that one of the top priorities is to provide safe mobile entertainment, LeoVegas upped the ante with its launch of AI-powered messaging. The group’s passion for responsible gaming brought about the existence of Leosafeplay where they offer a list of support products to curb gambling addiction.

Gustaf Hagman Group CEO said.

“Offering our customers a highly entertaining experience in a safe environment is at the heart of everything we do. 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”

Personalised AI messaging is a way for the provider to address possible gambling issues at a much earlier stage. The fact that they are using the premium space in their games for an increased impact on responsible gaming, proves how committed LeoVegas is to this cause.

The online gambling industry has a support structure where organisations like GambleAware and Gamcare offer guidance to players who wish to change dangerous gambling behaviour. Leosafeplay has partnered with the latter and has a list of options to aid players who seek help.

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How It Works

With the advanced technology of Artificial Intelligence and proprietary algorithms, this messaging system will be triggered when a player’s gaming choices show signs of developing harmful behaviour. The messages will be displayed in the premium space, making them more visible with a higher chance of impact. Messages will start as gentle informative and educational notes and will escalate to more serious and persuasive tones if necessary.

Unlike the other products and services from Leosafeplay, this does need to be activated by players and therefore it will reach a greater part of the market. The intention is early detection and awareness of possible harmful gambling behaviours.

The addition will run on all of the LeoVegas UK brands: PinkCasino, 21.co.uk, BetUK, and leovegas.com before it will be introduced to other markets.

Final Thoughts

Utilising a state of the art technology is one of the reasons the LeoVegas group is at the top of its game and one of the most reputable providers in the industry. This innovative addition is one more way they are showing the industry at large how serious they are about responsible gaming and their goal to provide safe entertainment.

At-risk players can make use of Leosafeplay, Gamcare and GambleAware to help them build healthy and responsible gambling habits.