LeoVegas AB has deepened protections for customers with instant and individually personalised deposit limits across its UK gambling brand portfolio of LeoVegas.com, PinkCasino, BetUK, and 21.co.uk.

The safeguards form part of the Stockholm-listed online gambling group’s safer gambling and customer care mandate.

Using third-party data and a proprietary risk prediction model, all LeoVegas Group’s UK customers will be assigned a personal deposit limit at first deposit which is then continually re-evaluated using the most recent data.

“Third party affordability data combined with AI further enhances analysis of customers’ behaviour and automatically prevents at risk customers from making new deposits. Personalised deposit limits and onsite messages are examples of new initiatives using AI and innovative technology to make gambling safer” – a LeoVegas UK update read.

UK customers will continue to be promoted to set their safer gambling preferences via AI-powered onsite messaging, designed to encourage safer gambling engagements.

LeoVegas continues to safeguard its igaming portfolio through its proprietary risk prediction model that utilises AI intelligence to identify at risk customers, that will be engaged by LeoVegas’ expertly trained customer care team.

Backing UK developments, Gustaf Hagman, CEO at LeoVegas Group, said: “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. 

“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.”