- Green Gaming tool developed to analyze player behavior and identify at risk activity
- Online casinos increasingly seeking to be proactive on player safety
Online casino Mr Green has launched a new tool designed to help its players gain insight into whether they might be at risk of developing a problem with gambling.
The predictive Green Gaming tool will also help the company to detect when players are straying into dangerous territory.
The gambling industry has been coming under pressure in recent months, following a number of reports that have highlighted the issue of problem gambling, and Mr Green is one of a number of online casinos that are taking steps to address the problem.
Speaking about the launch, the CEO of Mr Green, Per Norman, was keen to emphasis that player safety and wellbeing is an important part of the company’s brand:
“It should feel safe to play at Mr Green, and Green Gaming has been a part of our business strategy since the foundation in 2007. We have high ambitions, and want to be the brand you associate with Green Gaming.”
The tool has been developed by Sustainable Interaction, a Swedish company that specializes in creating digital products and tools in the areas of responsible gaming, along with technical expert Sebastian Gassner.
It works by analyzing a customer’s playing behaviour and combining that analysis with the player’s own estimation of their approach to risk.
Players can receive tailored insights about their own gaming, and the tool will also inform Mr Green about potentially at-risk players.
This information can lead to players being asked to set limits for their gaming or being required to take time away from playing.
It will also enable the company to adjust its sales messages and refrain from contacting at-risk customers – something which the industry has been heavily criticized for in the past.
The tool currently works with the Mr Green online casino, but a version designed to work with the Mr Green sportsbook is in development.
It follows a growing trend of online casino and betting firms aiming to take on the issue of problem gambling beyond the usual gamble responsibly message and other routine checks and balances.
Recently Kindred Group, which owns brands such as Unibet and 32Red has spoken of how it is exploring how tools can be used to nip out at-risk behaviors before they take hold.
It is also looking at the possibility of AI assistance in the fight for player safety.
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