LeoVegas Group has introduced individual deposit limits for all UK customers as part of a wider effort to increase safer gambling interactions and improve affordability checks with players.
Using third-party data and a proprietary risk prediction model, UK players will be assigned a personal deposit limit at their first deposit, which will then be continually re-evaluated using up-to-date data.
Customers in the UK were already being encouraged to access safer gambling tools through AI-powered messaging on the LeoVegas website, but LeoVegas said that the new deposit limits will strengthen its safer gambling offering.
The personalised deposit limits and affordability checks will be launched across all LeoVegas UK-facing brands, including LeoVegas.com, PinkCasino, BetUK, and 21.co.uk.
“Safer Gambling is one of our top priorities at LeoVegas: by ensuring a safe gambling experience we believe we are building more sustainable relationships with our customers,” LeoVegas Group chief executive Gustaf Hagman said.
“New technology has given us the power to refine these interactions and tailor them to our customers’ specific circumstances, making them more personalised and even more effective.”
The launch of the new individual deposit limits coincides with this year’s Safer Gambling Week, which is taking place from 1-7 November in the UK.
Deborah Roil, who has overseen the annual event that raises awareness of safer gambling and the safeguards available to players, recently spoke with ICE365 about its evolution.
