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New responsible gambling measures in the UK and Norway

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Online casino operators implement new restrictions to increase responsible gambling among casino players.

The online casino industry continues to grow and as it does, several changes are made in favour of responsible gambling.

The primary focus point in regions such as the UK and Norway appears to be closing the age gap and minimising access for underage gamblers.

The latest changes include Norway and UK gambling operators introducing new deposit limits.

New responsible gambling measures from leading operators

Flutter is implementing a £500 loss limit across their Ireland's arm and the UK gambling regulations list (guide) from September 2021 onwards. The operator is strictly implementing a maximum deposit limit of £500 (€583/$692) for any players under the age of 25.

The idea of this new limit is to protect younger players from overspending and instead encourage responsible gambling. This new measure is put in place across Flutter brands including Betfair, Sky Betting & Gaming, and Paddy Power.

According to Flutter, the deposit limit is removable for any customers who are able to demonstrate they earn an income that can sustain spending above that amount. The process involves detailed inspection before an alternative limit is set in place.

Norsk Tipping knocks limits on high-risk games

The Norwegian state-owned operator, Norsk Tipping, is another leader that went about reducing their maximum monthly loss limit even more on high-risk games.

Players will now get a loss limit cap of NOK5,000 (£417/€485/$575) on high-risk games. This loss limit is in place at casinos such as Yezz, Bingoria, KongKasino and eFlax.

These gambling restrictions in Norway, are quite a knock for high-risk players who went from NOK10,000 to NOK7,500 in late 2020 to now half of the original cap. According to Norsk Tipping, the new NOK5,000 limit applies to all customers until further notice.

LeoVegas strengthens safer gambling strategies

The LeoVegas Group is on a mission to improve their safer gambling offering with the launch of a new layer of AI-powered messaging. It aims to analyse customer behaviour and seek out risk profiles.

It will initially launch in the UK via the Group’s brands LeoVegas, PinkCasino, BetUK, and 21.co.uk. Customers will receive messages onsite containing individualised content based on their profiles, with information and educational material regarding safer gambling.

With this new technology, customers will receive more encouragement to make use of the safer gambling tools as well as setting their own limits via the ‘product-integrated, personalized onsite messaging’. The contact with customers will vary based on their risk profiles and historic behaviour.

According to LeoVegas, they will use their risk prediction model to operate messaging using AI to identify players at risk of developing harmful gambling habits. The messaging will start out as informative and educational but will escalate to more persuasive when customers develop a betting pattern that can be seen as harmful.

The messages will then start popping up across various spaces which include those normally in use for the promotion of game and campaign promotions.

LeoVegas Group CEO, Gustaf Hagman, says offering customers a safe environment where they can enjoy high-quality entertainment is the heart of their offering. Hagman believes that personalising messaging in the early stages of the relationship with customers is the best way to drive engagement through safer gambling tools. It will help build more sustainable relationships and create a premium space on the LeoVegas sites.

Members also have access to telephone, live chat, and email contact from the group’s safe gambling team.

Published: September 12, 2021

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Article by Stelly

CasinoWow Contributor

Hey there! I am Stelly, and happily, I'm part of CasinoWow's content team. It excites me to be able to write and share with all gambling enthusiasts unbiased reviews and news that contribute to the gambling community and industry. Thankfully, I also have the chance to help you make an informed choice for casino brands and games, as well as provide interesting guides and news.

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