Betsson is set to begin promoting the use of deposit limits across all of its brands after its research found that players who set deposit limits have a higher lifetime revenue value and remain active customers for longer.

Following the release of Mr Green’s Green Gaming tool, the move by Betsson, a far larger operator than Mr Green, could have a revolutionary impact on the industry.

“There will be some people who deposit a lot of money and churn out. So, in the short-term it might cost us something. Long-term, we will see longer lifetime revenues while protecting our customers, and society in general,” said Betsson responsible gambling manager Hillevi Stuhrenberg. “If we don’t do that then I don’t think our industry will be sustainable.”

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