Igaming platform provider The Mill Adventure has agreed a deal with player protection business Neccton, for use of its AI responsible gambling solution, Mentor.
The Mentor tool tracks possible problematic gambling behaviour and works to help both players and operators to identify and address possible problems.
The tool identifies potential problematic gambling behaviour, such as a significant increase in deposit frequency, alerts the operator and directly contacts players displaying critical behaviours.
This helps customers make better informed decisions about their play, Neccton said.
“We started our research in gambling 15 years ago and have published multiple academic studies in the area of player tracking and responsible gaming,” Neccton director and head of development Dr. Michael Auer said.
“We have shown that players who gamble responsibly are more loyal and the customer lifetime is significantly longer. We are proud to assist millions of players across dozens of brands across the world,” he continued.
Neccton has provided responsible gambling products and services to several operators, including a deal with igaming operator ComeOn in 2019.
In October 2020, Mentor was integrated into Greentube, the interactive arm of Novomatic, which allowed the supplier to alert any of its operator partners to possible harmful play.
Following a successful roll-out in Great Britain, Greentube went on to implement Neccton’s responsible gambling solution across its Spanish igaming offering in November last year.