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Sweden – Mr Green launches behaviour interventions

By - 1 July 2019

Customer satisfaction and personalisation have been key factors while developing Green Gaming 2.0. The new features are designed as natural elements integrated into the gaming experience to increase risk awareness and support balanced gaming behaviour.

“Our goal is a long-term relationship with our customers. After two years with the Green Gaming predictive tool, we see that our satisfaction index constantly increases at the same time as smarter and individual responsible gaming measures have been introduced. Customer satisfaction drives loyalty which is the best currency to measure our success,” said Patrick Jonker, CEO Mr Green, MD William Hill International.

After introducing the predictive Green Gaming tool in 2017, Mr Green takes the next step, launching new features such as behaviour interventions and individual real-time push notifications to support balanced gaming. The automated communication is based on individual player data using machine learning and artificial intelligence.

The Green Gaming algorithm analyses the customer’s actual behaviour and combines the individual player data with their own perception of how they play. With true insight, the player can balance their own gambling habits. Mr Green in turn can customise offers and communication depending of the individual risk behaviour.

The tool has been developed together with Sustainable Interaction. Sustainable Interaction is a company based in Lund, Sweden, and specialises in developing digital products and diagnostic tools in the fields of responsible gaming and psycho-social health.

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