Stockholm-listed online gaming operator Mr Green has unveiled its new responsible gambling tool designed to offer players deeper insight into their gambling behaviour.

The Green Gaming solution will initially be deployed in the United Kingdom, analysing customers' online behaviour in order to detect early signs of problem gambling.

The new tool requires players to complete a survey on what they consider to be healthy and unhealthy gamblng habits, then compares their response with their actual gambling activity.

This allows Mr Green to alert customers if they begin to play more frequently or spend more than they believe is healthy, based on their own criteria.

As well as giving players deeper insight into their own gambling behaviour, Green Gaming also allows the operator to tailor its marketing activities in response to a player's risk profile.

Players who exhibit increased risk behaviour may be asked to set time and deposit limits, or to stop playing for a period of time. The operator will also use the profiles to prevent at-risk gamblers 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."

The first iteration of the Green Gaming tool has been developed for online casino players, with a sportsbook tool set to follow. It has been developed in partnership with Swedish diagnostic technology specialist Sustainable Interaction, with input from responsible gambling technology development expert Sebastian Gassner.

"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."

Shares in Mr Green & Co AB (Co.Data) (STO:MRG) were trading up 0.20 per cent at SEK49.90 per share in Stockholm Monday morning.

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