Mr Green deploys responsible gambling tool in UK

12 September 2017

Sweden-based online gaming operator Mr Green has launched its responsible gambling solution, which provides punters with insight into their gambling behaviour.

The Green Gaming tool will initially be implemented in the UK market to assess players' online gambling habits in an effort to highlight early indications of problem gambling.

Green Gaming requires customers to complete a survey to indicate what they consider healthy and unhealthy gambling behaviours. The answers will then be compared to the players’ actual gambling habits.

The tool will then alert punters if they begin to engage in any activity that they believe to be unhealthy under their own criteria.

In addition to showing players how they engage in the gambling market, Green Gaming also gives the operator an idea on how to specifically market based on a player’s risk profile.

The tool could request at-risk players to set time and deposit limits, or to stop playing for a period of time, at which point the operator would prevent them from receiving marketing messages.

"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," Mr Green co-chief executive Per Norman explained. "We have high ambitions, and want to be the brand you associate with Green Gaming.

"Now, we are asking our customers to put on the seat belt and set the controls," Norman added. "With our new tool, we will be able to better understand our customers in so many dimensions, not just in mere financial terms."

The Green Gaming tool has been developed to assist online casino players, with a sportsbook tool to follow.

Jesper Kärrbrink, co-chief executive of Mr Green, said: “With Green Gaming we will be able to support our players making better decisions when playing. Gaming should be fun, entertaining and safe. Green Gaming is all about staying in control, not crossing the line between enjoyment and risky behaviour.”

Related article: Mr Green to expand with Authentic Roulette