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Play North joins top operators utilising Neccton’s mentor
Malta-based company opts for market-leading player protection software for key iGaming brands
Play North has joined Neccton’s roster of top iGaming companies using the company’s celebrated mentor player protection software.
Players of one of Finland’s top iGaming brands, Pikakasino, will now be guarded by mentor’s AI-based solution that analyses player behaviour in real-time to prevent problem gambling habits evolving.
mentor recognises possible problematic gambling behaviour and works to help both player and operator to identify and address the issue.
mentor is a ground-breaking player tracking tool which identifies possible problematic gambling behaviour, alerts the operator and contacts players who display critical behaviour directly. For example, players are informed when their deposit frequency is increasing significantly, and helps customers make better informed decisions about their play with individualised feedback.
Dr. Michael Auer, Director and Head of Development at Neccton, explains: “One of the key tools in the system is using messaging to directly communicate with the player and create a sort of cognitive dissonance, so they can evaluate their own play and make better decisions. Customers who are looked after this way are proven to be customers for longer, with much greater overall value to the operator, without falling prey to the dangerous behaviours of gambling addiction.”
Patrick Azzopardi, Director at Play North added: “We know and we all feel that we have a big responsibility towards our customers, the people who trust us and play at our brands. We constantly aim to provide our customers with one of the simplest, quickest and most innovative online casino experiences possible. We aim to provide all of this while also remaining one of the most responsible gaming operators. We encourage our customers to play and enjoy our sites – as long as they are in control. To further ensure this, we have now partnered with Neccton, who we view as market leaders in assisting us and our customers to identify possible problematic gaming behaviour. A fantastic addition to the many tools we already have in place to ensure that our customers can control their entertainment whenever needed.”
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Finnish gambling sector
Veikkaus Continues Preparations for the Partial Multi-license System Set to Open in 2027
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Veikkaus is continuing its preparations for the partial multi-license system set to open in 2027. The company aims to remain the market leader in the Finnish gambling sector in the coming years.
Veikkaus has been systematically preparing for the future for a long time. Efforts to strengthen the company’s competitiveness are ongoing: Veikkaus will continue to focus on its core business and, through this, ensure growth in gross gaming revenue in a responsible way.
Many gambling companies aiming to enter the Finnish market are actively preparing to challenge Veikkaus when the licensing market opens.
“Competition will certainly be very tough, as many signs already indicate. Veikkaus is a strong company that will succeed in the competition, but as an organization, we must transform to meet the new situation,” said Reija Laaksonen, EVP, People, Culture and Communications at Veikkaus.
As part of the company’s strategy, Veikkaus will initiate change negotiations affecting three different functions. In total, at the time the negotiation proposal was given, 75 Veikkaus employees are within the scope of the negotiations. The planned measures could, if implemented, lead to personnel impacts as defined in Section 16 of the Act on Co-operation within Undertakings, such as redundancies or unilateral changes to essential terms of employment.
According to current estimates, the negotiations may result in the termination of a total of 20–31 employment contracts and substantial changes to the terms of employment for 20–30 employees. At the same time, it is planned that 22–28 new roles and positions will be created within the functions involved in the negotiations.
“When targeting possible measures, Veikkaus will pay particular attention to the requirements of business operations and ensuring competence in line with Veikkaus’ strategy. Any measures will be implemented in accordance with applicable legislation,” said Laaksonen.
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Betsson Group is going to participate in SiGMA Central Europe 2025, taking place in Rome, Italy, from 3–6 November. As one of the region’s most awaited iGaming conferences, SiGMA Central Europe brings together top industry leaders to explore new technologies, business opportunities and market trends shaping the future of the industry.
Betsson Group Joins the Stage at SiGMA Central Europe
Two of Betsson Group’s leaders will take the stage to discuss regulated markets, compliance and brand strategy.
4 November | 10:15–10:45 CET
Speaker: Dario Evangelista, Deputy General Counsel, Betsson Group
Panel: Licence to Launch: Winning Strategies for Entering Regulated Markets
This panel will explore key strategies for operators expanding from emerging to regulated markets, focusing on compliance, customer protection and cultural adaptation.
4 November | 13:20–13:35 CET
Speaker:Ronni Hartvig, Chief Commercial Officer, Betsson Group
Keynote: Global Power, Local Passion: Evolving Betsson’s Brand for a Regulated World
Ronni will discuss how Betsson Group has evolved its global strategy – rebranding, navigating regulation and uniting multiple brands under one identity while maintaining local relevance.
The post Betsson to Attend SiGMA Central Europe 2025 appeared first on European Gaming Industry News.
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