It comes after a successful autumn 2021 launch of customised, on-site messaging to UK-based clients. Data from the launch revealed that this kind of message results in a rise in the adoption of safer gaming instruments and the maintenance or reduction of deposit limits.

Additionally, these consequences are more pronounced for patrons who have been identified as potentially hazardous gamblers.

As part of LeoVegas Group's safer gaming strategy, "on-site messaging is a proven way of increasing customer usage of safer gambling tools and developing more sustainable customer relationships," the business said in a statement.

"The group's risk model uses artificial intelligence to identify the customers most likely to develop harmful gambling habits. It then sends them personalised messages with information about safer gambling tools and encouragement to set their own limits."

In Sweden and Denmark, personalised messaging is now offered by the LeoVegas, Expekt, and GoGo Casino brands. All UK brands currently offer the service, and more markets will soon be able to access it as well.

"We are overjoyed that our in-person messaging has been effective in the UK - not only in encouraging customers to use our safer gaming tools, but also in improving customer behaviour and advancing our goal of building longer-lasting relationships with customers," stated Gustaf Hagman, CEO of LeoVegas Group.

"We will keep enhancing the safety of gaming at LeoVegas Group by introducing this feature in Sweden and Denmark."