LeoVegas, an international gambling operator serving multiple markets, is offering an innovative new program called the LeoLine to help problem gamblers get the help they so desperately need. The LeoLine is a live chat service that can be accessed by customers who need to speak with a therapist and, ultimately, access local help services.

The idea for an internal helpline for problem gamblers was first developed by LeoVegas’ UK-based subsidiary Rocket X at a summit for responsible gambling last year. The program will be administered by Gambling Therapy, a UK-based outfit that also runs the Gordon Moody Association, a treatment program for problem gamblers.

Rocket X chief executive Mark Good described the project in an interview with iGamingBusiness.com saying, “Our mission at LeoVegas is to create the greatest online gaming experience, with safer gambling at the core of our culture. This innovative idea from within our own team has developed into a working solution and we are proud to be working with Gambling Therapy to deliver and share our findings with the wider industry.”

Cynics may look at the project as an effort to stay ahead of the fast-closing noose that’s been wrapped around the necks of UK-facing gambling operators by regulators, and they’d be partially right. That said, LeoVegas executives have correctly read the writing on the walls and clearly understand their responsibility to help mitigate the impact of problem gambling.

LeoLine is set to run for a three month initial trial period. If it’s found to work out, the program will be rolled out to all 12 brands in the LeoVegas family.

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