Gaming1’s flagship operator brand 777 has teamed up with technology start-up NoNoxa, leveraging the latter’s AI technology to promote responsible gambling.
Operating for over a decade in markets such as Switzerland, Spain, the Netherlands and Belgium, 777 will implement NoNoxa’s roster of proprietary technology into its online casino platform.
NoNoxa’s AI and machine learning technology will aim to ’enhance the detection and management of at-risk gamblers’ within 777’s online casino services, while helping to ensure the operator’s compliance with regulated markets.
“Our partnership is aimed at leveraging our collective expertise to create a safer online gaming landscape for our players,” explained Jennifer Dettori, Country Manager of 777 Belgium.
“By enhancing our operational efficiency and gaining a deeper understanding of potentially problematic gambling behaviours, we’re not only fortifying our brand’s reputation but also instilling confidence in players who entrust us with their gaming experiences.”
Player protection is a key focus of the partnership, as 777 will hope to better identify and mitigate risks of problematic behaviours using NoNoxa’s tech stack.
The deal, however, will see NoNoxa concentrate primarily on 777’s Belgium and Dutch operations when it comes to ensuring compliance, although future plans to extend the partnership to Spain and Switzerlandwere underlined.
NoNoxa’s technology will also be used to ensure that the operator is compliant with the Duty of Care agreement initiated by the Belgian Association of Gaming Operators, an agreement that goes beyond the nation’s regulatory framework to further prioritise player protection.
Nilesh Patel, COO of NoNoxa, added: “Gaining the trust and confidence of 777 is not just a milestone for us; it’s a testament to the strength and efficacy of our responsible gambling platform and it underscores the value we bring through our operator-centric approach. With NoNoxa, 777 will benefit from a fully tailored solution that will optimise their responsible gambling management.
“Our partnership is rooted in a shared vision to enhance player safety and promote a healthier gambling environment. Together, we are committed to improving the detection and management of problem gamblers, while minimising harmful gambling. We could not be happier with this new collaboration.”