ComeOn launches machine learning responsible gaming tool

| By Daniel O'Boyle
Cherry-owned igaming operator ComeOn and data science specialist neccton have developed a new tool that uses machine learning to help players avoid gambling related harms.

Cherry-owned igaming operator ComeOn and data science specialist neccton have developed a new tool that uses machine learning to help players avoid gambling related harms.

The tool, which was developed by neccton in collaboration with psychology academics, tracks player data, detects risk patterns, changes in behaviour and to flag signs of problem gambling.

If a player is recognised as being at risk of developing a problem, the tool provides personalised feedback and tailored communications in order to encourage responsible gaming.

The communication with players is based on the principles of “motivational interviewing,” a counseling approach developed by clinical psychologists William R. Miller and Stephen Rollnick used to prompt behavioural change by asking a series of questions that encourage the subject to alter bad habits. It was originally developed and used to treat problem drinkers.

“At ComeOn, we are convinced that gaming services can be delivered in a safe and sustainable way,” the operator's responsible gaming manager Helena Berg explained. “Providing the right conditions and incentives for players to gamble responsibly is part of how we take care of our customers and ensure the safe and high-quality service we want to offer them.”

“We are happy that ComeOn has chosen neccton as their partner to help ensure player safety to their customers,” Dr. Michael Auer, director at neccton said. “Using modern technology to analyse player behavior, detect risk signals and in a user-friendly way inform the players is a great method that has proven to be successful modifying player behaviour.”

The use of artificial intelligence and machine learning to treat gambling addiction is at an early stage, though there is a belief that it could provide a way to improve responsible gaming interactions. In February, the European Gaming and Betting Association said it believed the new European Union (EU) coordinated plan for the development of artificial intelligence across the bloc could help limit and ultimately reduce problem gambling.

ComeOn, a subsidiary of Cherry AB, operates online gambling brands including CherryCasino, EuroSlots, GetLucky and MobileBet. Last month, ComeOn secured licenses to launch its sportsbook and casino products in Denmark and its Galaksino brand in Finland.

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