LeoVegas aims for ‘sustainable relationships’ via messaging expansion

LeoVegas has expanded into Sweden and Denmark with the launch of its personalised, on-site messages, within the respective markets.

Following its UK rollout in autumn last year, LeoVegas has expanded into Sweden and Denmark with the launch of its personalised, on-site messages.

Whilst being live on its flagship platform, the personalised messaging system, which is said to educate customers about a range of safer gambling tools accessible through the sites and promote their use, will also be available on Expekt and GoGo Casino brands. 

“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,” explained Gustaf Hagman, CEO of LeoVegas.

“By rolling this feature in Sweden and Denmark, we will continue to make gambling at LeoVegas even safer.”

The Swedish operator noted that its on-site messaging is a “proven way” of increasing customer usage of safer gambling tools and developing “more sustainable” customer relationships.

Data from its UK launch, said the group, has revealed that the messaging led to an increased use of safer gambling tools and deposit limits being maintained or lowered. 

Using artificial intelligence, the firm’s risk model looks to identify customers most at risk of developing harmful gambling habits, and then provide details of safer gambling tools as well as encouragement to set their own limits via personalised messaging. 

Content and urgency vary based on the customer’s individual gambling behaviour and history, and messages are given a prominent position on the game pages – a space that is otherwise used for promotions and new games. 

Moving forward, following its UK performance and Sweden and Denmark introductions, LeoVegas has stated that the company intends to roll out the personalised messaging service in additional markets “in the near future”.