LeoVegas Group has announced that its website message prompt functionality is expanding into Sweden and Denmark.

This follows last year’s successful launch in the UK, where LeoVegas introduced UK-based customers to its personalised on-site messaging, educating customers about safer gambling tools.

According to company data, the messaging system has led to an increase in the use of such tools, especially amid those identified as at risk of harmful gambling behaviours, helping them maintain or lower their deposit limits.

Gustaf Hagman, CEO of LeoVegas Group, said: “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. By rolling this feature in Sweden and Denmark, we will continue to make gambling at LeoVegas Group even safer.”

How the company’s risk model works is that it uses AI to identify those most at risk of developing harmful gambling habits, who are then supported by personalised messages providing details of where to find and how to use safer gambling tools available to players.

The content and urgency of the messages vary based on how likely it is that a player will experience harmful behaviour, while also taking note of the individual’s gambling history. Prompts appear on game pages placed at highly visible positions that are usually used for promotions.

Sweden and Denmark are the latest addition to the LeoVegas roll out plans for the personalised messaging system, with local support from the Expekt and GoGo Casino brands. With even more markets being targeted for launch in the future, the feature is part of the Group’s strategy to develop more sustainable customer relationships with an increased focus on safer gambling.