LeoVegas advances in Safer Gambling and affordability checks by launching personalised limits

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LeoVegas Group has introduced instant, individual deposit limits for all UK customers. The initiative is part of the Group’s drive to increase Safer Gambling interactions and improve affordability checks in the UK. Deposit limits will be individually assigned via an innovative feature that assesses affordability utilising third party data. Customers were already being encouraged to access Safer Gambling tools through AI-powered onsite messaging and these new deposit limits will further strengthen the Group’s Safer Gambling offering.

LeoVegas Group is further strengthening its Safer Gambling offering with the development of instant, personalised deposit limits and enhanced individual affordability checks. Using third-party data and a proprietary risk prediction model, all LeoVegas Group’s UK customers will be assigned a personal deposit limit at first deposit which is then continually re-evaluated using the most recent data. Together with the AI-powered onsite messaging promoting Safer Gambling tools, these new limits are part of LeoVegas’ drive to develop sustainable customer relationships by improving the quality and effectiveness of its Safer Gambling interactions with customers.

Speaking about the initiatives, Gustaf Hagman, CEO at LeoVegas Group said: “Safer Gambling is one of our top priorities at LeoVegas: by ensuring a safe gambling experience we believe we are building more sustainable relationships with our customers. New technology has given us the power to refine these interactions and tailor them to our customers’ specific circumstances, making them more personalised and even more effective.

LeoVegas Group’s Safer Gambling efforts are founded on the Group’s risk prediction model that uses AI to identify which players are at risk of developing harmful gambling behaviour. These customers benefit from personal contact with the LeoVegas Safer Gambling team via telephone, live chat, and email. Third party affordability data combined with AI further enhances analysis of customers’ behaviour and automatically prevents at risk customers from making new deposits. Personalised deposit limits and onsite messages are examples of new initiatives using AI and innovative technology to make gambling safer.



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At the Annual General Meeting on 11 May 2021, it was decided that the dividend of SEK 1.60 would be paid out four times with SEK 0.40 per share. The third payment will be paid on July 12, 2021.


Dividend no. Last trading day with dividend entitlement Record date Distribution date Amount (SEK)
1 11 May 2021 14 May 2021 19 May 2021 0.4
2 5 July 2021 7 July 2021 12 July 2021 0.4
3 5 October 2021 7 October 2021 12 October 2021 0.4
4 4 January 2022 7 January 2022 12 January 2022 0.4

To optimize the company’s capital allocation, LeoVegas has an ongoing share repurchase program in addition to cash dividends. The total number of shares in LeoVegas is 101,652,970 and the number of outstanding shares adjusted for share buy backs is 98,325,000 shares.


LeoVegas is launching a new campaign concept and introducing “Leo” as the company’s Chief Entertainment Officer.

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For the first time, LeoVegas is launching a global marketing campaign with a new commercial concept. With this new concept, the company will create unified communication, consistent across all markets. The new concept will take place at LeoVegas’ fictitious headquarters in the LeoUniverse. This will be rolled out with localised adaptations during the first quarter of 2021.

This spring, the gaming company LeoVegas is launching a global marketing campaign. In connection with this, the company will introduce a completely new commercial concept; LeoUniverse, where the company’s fictitious Chief Entertainment Officer, Leo, works at the company’s headquarters. With the help of humour and recognition of everyday life, LeoVegas creates a commercial series that combines laughter and entertainment in high-quality production.

”Offering the best customer experience starts with our marketing. With this new concept, we invite our customers to a completely new ’LeoUniverse’, a world filled with entertainment, excitement, and humour. We will get to know several new characters but also meet familiar faces from our most popular games”, explained Sarah Krusell, Marketing Production Director at LeoVegas.

Working to develop the new global creative concept for LeoVegas it became clear that the heart of their offering is highly aligned with the entertainment industry. And obviously, their brand universe should be an extension of that feeling”, states Lars Samuelsen, Creative Chairman at the advertising agency Uncle Grey.

With this new concept, the company’s marketing communications will be unified across all markets whilst also being adapted to fit the local needs and regulations of each market.

”Our industry has historically not maintained a high enough level when it comes to advertising and marketing. Instead of being the loudest, we hope to now be able to introduce a concept that people actually appreciate and find entertaining. With more relevant content, we can responsibly build an entertaining brand”, added Sarah Krusell.

The concept will be used across all markets, channels and all media formats and will continue to position LeoVegas as a responsible brand that offers entertainment and excitement in a safe environment.

The LeoUniverse concept has been developed and produced together with the award-winning Copenhagen based advertising agency; Uncle Grey. The campaign will initially be broadcast on TV in Denmark and Sweden and will be followed up by digital campaigns across a variety of channels.