In a move designed to increase safer gambling with less potential harm, LeoVegas Group placed individual deposit limits for all U.K. customers.

Using third-party data and a risk prediction model, players will be assigned a personal deposit limit at their first deposit. The limit will be re-evaluated as new data comes to light.

LeoVegas customers are encouraged to utilize safe gambling tools through messaging on the company website. The deposit limits and accompanying affordability checks will be launched across LeoVegas.com, PinkCasino, BetUK, and 21.co.uk, according to iGaming Business.

“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,” LeoVegas Group CEO Gustaf Hagman said. “New technology has given us the power to refine these interactions and tailor them to our customers’ specific circumstances, making them more personalized and even more effective.”

The launch of the new individual deposit limits coincided with this year’s Safer Gambling Week, which ended November 7.