LeoVegas has detailed the introduction of a new layer of AI-powered personalised onsite messaging, which are designed to educate and inform customers about safer gambling tools and encourage users to set their own limits.
Message content and the sense of urgency will vary based on the customer’s individual risk profile and historic behaviour. The online gambling operator says that they will start off as informative and educational, and escalate to a more persuasive tone, as necessary.
It is added that they will appear in the premium space otherwise used to promote the latest campaigns and top games. This new feature is being rolled out as part of LeoVegas’ on-going strategy to develop sustainable customer relationships through an increased focus on safer gambling.
“Offering our customers a highly entertaining experience in a safe environment is at the heart of everything we do,” stated Gustaf Hagman, group CEO of LeoVegas.
“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.”
The AI-based and product-integrated onsite messages will be introduced on all LeoVegas’ UK brands including leovegas.com, PinkCasino, BetUK and 21.co.uk, before being rolled-out to other markets.
The messaging runs off data from the group’s proprietary risk prediction model that uses AI to predict which players risk developing harmful gambling behaviour.
At risk customers already benefit from personal contact with the LeoVegas safer gambling team via telephone, live chat, and email. The new onsite messaging will enable the firm to promote safer gambling to a wider audience and at an earlier stage in the customer relationship, with the aim of preventing problem behaviours from developing.