Mr Green & Co AB
Mr Green: Mr Green launches predictive Green Gaming tool
Mr Green (http://www.mrg.se/) announced the launch today of its
predictive Green Gaming tool. This unique tool gives players the
ability to gain insight into their own risk behavior. At the same
time, the tools functionality means Mr Green can better detect when
healthy playing has moved into the risk zone.
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, says Per
Norman, CEO of Mr Green & Co. We have high ambitions, and want to be
the brand you associate with Green Gaming.
The new tool analyzes the actual playing behavior of a customer and
combines it with the customers own impression of their risk
behaviors. This way, players can receive personalized insights and
analysis about their gaming and when they have gone too fast. Mr
Green, in turn, can adjusts its offerings and communications based on
an individual customers risk behavior. Players who exhibit increased
risk behavior may be asked to set different limits for their playing
or to step back from playing for a period of time. Mr Green will also
refrain from communicate sales messages to customers with increased
At the introduction, the new Green Gaming tool has casino model and
later Mr Green will implement a sportsbook model.
The tool has been developed together with Sustainable Interaction
(http://www.silabs.se/) and Sebastian Gassner. Sustainable
Interaction is a company based in Lund, Sweden, and specializes in
developing digital products and diagnostic tools in the fields of
responsible gaming and psychosocial health. Sebastian Gassner is an
expert in responsible gaming technical development.
The United Kingdom will be the first market to implement the Green
Gaming tool. Mr Green will continue to roll out the tool to other
markets in the fall.
Now, we are asking our customers to put on the seat belt and set the
controls, says Per Norman. With our new tool, we will be able to
better understand our customers in so many dimensions, not just in
mere financial terms.
For further information, please contact:
Per Norman, CEO of Mr Green & Co AB, tel. +46 72 230 91 91,
Åse Lindskog, Director Communications and IR, tel. +46 730 24 48 72,
Mr Green is a leading online gaming company with operations in twelve
countries. The business concept is to offer entertainment and a
first-class gaming experience in a responsible environment. The
business was founded in 2007 and has developed into a
well-established online gaming company with a broad customer offer
and a strong globally viable brand. In 2016, Mr Green generated sales
of SEK 924.5 million and the company has over 200 employees. The
headquarters and technical development are based in Stockholm, and
operations in Malta. Mr Green has gaming licenses in Malta, UK,
Italy, casino license in Denmark and Sportsbook license in Ireland.
The company is listed on Nasdaq Stockholms main market. Read more at