Mr Green launches behaviour interventions to support balanced gaming

Customer satisfaction and personalization have been key factors while developing Green Gaming 2.0. The new features are designed as natural elements integrated into the gaming experience to increase risk awareness and support a balanced gaming behaviour. 

“Our goal is a long-term relationship with our customers. After two years with the Green Gaming predictive tool, we see that our satisfaction index constantly increases at the same time as smarter and individual responsible gaming measures have been introduced. Customer satisfaction drives loyalty which is the best currency to measure our success,”says Patrick Jonker CEO Mr Green, MD William Hill International.

After introducing the predictive Green Gaming tool in 2017, Mr Greentakes the next step, launching new features such as behaviour interventions and individual real-time push notifications to support balanced gaming. The automated communication is based on individual player data using machine learning and artificial intelligence.

The Green Gaming algorithm analyses the customer’s actual behaviour and combines the individual player data with their own perception of how they play. With true insight, the player can balance their own gambling habits. Mr Green in turn can customize offers and communication depending of the individual risk behaviour.

The tool has been developed together with Sustainable Interaction. 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. 

MRG is a fast-growing, innovative iGaming Group with operations in 13 markets. MRG offers a superior experience in a Green Gaming environment. MRG was founded in 2007 and operates the iGaming sites WilliamHill.seMr GreenRedbet11.lvWinning RoomBertilMamaMiaBingoBingoSjovand BingoSlottet. The Group had a turnover of SEK 1,192.0 million in 2017 and has over 400 employees. MRG has gaming licenses in Denmark, Ireland, Italy, Latvia, Malta, Sweden and the UK. In January 2019 MRG was acquired by one of the world’s leading betting and gaming companies William Hill PLC. Read more at and

Patrick Jonker, CEO, MD William Hill International
+356 99749931

Rikard Rinaldo, Communication Director William Hill International
+356 99399293


About Us

About William HillWilliam Hill PLC is one of the world's leading betting and gaming companies, employing over 12,500 people. Its origins are in the UK where it was founded in 1934, and where the company is listed on the London Stock Exchange. With headquarters in London and Leeds it has a national presence of licensed betting offices in the United Kingdom and is one of the country’s leading online betting and gaming services. In 2012, it established William Hill US and it is now the largest sports betting business in the USA. William Hill also has licensed operations in The Bahamas, Italy, Spain and Sweden and serves online customers in the UK, Ireland and throughout the world from its digital hubs in Gibraltar and Malta. In February 2019, it completed the acquisition of MRG Group, acquiring the Mr Green and Redbet brands, and with it an expanded pan-European footprint in faster growing online betting and gaming markets.