LeoSafePlay.com offers players access to tools and resources to help them gamble responsibly, including the ability to set time and deposit limits and gauge existing gambling behaviour through the self-assessment tool.

"At LeoVegas, we are dedicated to the duty of care we owe to our customers, to help them to play safely and responsibly," said LeoVegas head of customer support Noel Zammit.

"We are proud to be transparent on our stance in promoting reponsible gambling and believe by tackling the issues head on through LeoSafePlay, we can help ensure gaming remains fun for our customers."

As part of the company's responsible gambling strategy, training will also be given to all LeoVegas staff to ensure they can effectively help customers when required to do so.

The new platform has already been promoted through the operator's sponsorship of English Football League Championship team Norwich City, who displayed the LeoSafePlay logo on their shirt sleeves during last week's Carabao Cup match against Premier League giants Arsenal. 

Shares in LeoVegas AB (Co.Data)(STO:LEO) were trading up 0.92 per cent at SEK82.00 per share in Stockholm Thursday morning, just off their 52-week high of SEK83.25 per share set on October 30th.