Mr Green Launch Predictive Gaming Tool

By Brian Cullingworth, Last updated Feb 3, 2021

Allows players insight into their own risk behaviour

Mr Green has launched its predictive Green Gaming tool across UK-facing online casino enabling players to gain insight into their own risk behaviour, while providing the company enhanced functionality in detecting players who have moved into risk zones.

“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,” Per Norman, chief executive officer of Mr Green & Co, said. “We have high ambitions, and want to be the brand you associate with Green Gaming.”

The Green Gaming tool analyzes player behavior and combines it with the customer’s own impression of their risk behaviors. Based on the analysis, players receive personalized insights and analysis on their gaming behaviour which in turn allows Mr Green to adjust its offerings and communications based on the individual customer’s risk behavior.

“Players who exhibit increased risk behavior may be asked to set different limits for their playing or to step back from playing for a period of time. Mr Green will also stop pushing sales messages to customers who exhibit increased risk behaviors.”

The tool was developed in collaboration with Sustainable Interaction, a Swedish company specializing in developing digital products and diagnostic tools in the responsible gaming and psychosocial health fields and Sebastian Gassner, an expert in responsible gaming technical development.

“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.”

Mr Green will roll out the tool to additional markets and across its sportsbook in the near future.

Brian Cullingworth

Infopowa news was a staple of Casinomeister’s news from 2000 until 2019. Brian Cullingworth was the main writer, contributor, and was one of the most knowledgeable persons I have ever known involved in the online casino industry.

We first met in January 2001 at the ICE in London where I observed him going booth to booth interviewing online casino, software, and licensing jurisdiction representatives. Brian was also heavily involved with our forum as “Jetset“, he was involved as an informal consultant to eCOGRA, the OPA, and was a player advocate who assisted countless aggrieved players with his connections to industry folks. He also published “Casino Cautions” via Infopowa news for quite a number of years. These can be found in our news archives.

His passing in February 2019 was a dark day for us. He will be forever missed.

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