LeoVegas to integrate AI-powered RG messaging into platforms

| By Conor Mulheir
LeoVegas Group launched a new layer of AI-powered safer gambling messaging integrated into its brands’ platforms, to be rolled out in the UK market first.

The tool will deliver individualised content to customers based on their behaviour and risk profile, in order to educate and provide information on safer gambling.

The messages, which the operator said “appear in a premium space otherwise occupied by the latest games and campaigns,” encourage players to use safer gambling tools, with the aim of building a more sustainable customer relationship.

Customers will be encouraged to set their own limits, with varying degrees of urgency used based on individual risk profiles and historic behaviour.

LeoVegas said messaging will move from informative and educational, to a more persuasive tone, as necessary.

It will be powered by data from the group’s proprietary risk prediction model, that uses AI to predict which players risk developing harmful gambling behaviour.

The operator said any at-risk customers already receive personal contact from its safer gambling time via telephone, live chat and email.

The new on-site messaging will enable the group to promote safer gambling to a wider audience and at an earlier stage in the customer relationship, it said, with the aim of preventing problem behaviours from developing.

“Offering our customers a highly entertaining experience in a safe environment is at the heart of everything we do,” LeoVegas group chief executive Gustaf Hagman said.

“Using personalised messaging in the early stages of our relationship with our customers is the best way to drive engagement with our Safer Gambling tools and will continue to build more sustainable relationships. I am very proud to be using the premium space on our sites for this purpose.”

Today (3 September), the operator also announced that it has mandated Swedbank to investigate the possibility of increasing the amount of senior unsecured bonds outstanding from a SEK500m (£42.2m/€49.1m/$58.3m) issue in 2020, with a minimum size of SEK100m.

It said the proceeds from the potential subsequent bond issue would contribute to an optimal capital structure and increased financial flexibility for the business.

The company stated in conjunction with the initial bond issue in 2020, that its leverage ratio would not exceed 1.0x over the long-term. It has since reaffirmed this leverage target, with a leverage ratio of 0.2x as of 30 June this year.

It said, however, that it may under certain circumstances choose to exceed the level during short time periods in connection with, for example, larger acquisitions or other strategic initiatives.

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