LeoVegas Group is launching personalized, on-site messages in the Danish and Swedish markets, following a successful rollout in the UK.
The messages shall educate customers regarding a range of safer gambling tools accessible via the sites and promote their use. On-site messaging is an effective way of increasing customer usage of safer gambling tools and developing more sustainable customer relationships, as part of LeoVegas Group's safer gambling strategy.
Back in 2021, LeoVegas Group launched personalized on-site messaging to customers in the UK, educating them about safer gambling tools. Data from the launch has revealed that the messaging leads to an increased use of safer gambling tools and to deposit limits being lowered or maintained, and that these measures are greater for those customers identified as at risk of developing harmful gambling behaviors.
With the use of artificial intelligence, LeoVegas Group's risk model detects those customers who are at most risk of developing harmful gambling habits, and then provides details of safer gambling tools and encourages them to set their own limits through personalized messaging.
The urgency and content vary, based on each customer's individual gambling behavior and history, and messages are given a prominent place on the game pages - a space which is otherwise used for new games and promotions. The launch is part of LeoVegas Group's ongoing strategy to develop more sustainable customer relationships by means of an increased focus on safer gambling.
CEO of LeoVegas group Gustaf Hagman said, "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 behavior and helping to drive forward our quest for more sustainable customer relationships. By rolling this feature in Sweden and Denmark, we will continue to make gambling at LeoVegas Group even safer."
Personalized messaging is now live in Denmark and Sweden on LeoVegas, Expekt and GoGo Casino brands. The service was already made available on all brands in the UK and will be rolled out to additional markets in the near future.