The project, titled 'A Safe Bet: design and evaluation of a player-tailored online responsible gambling promotion framework,' will involve the universities working closely with Playtech and Holland Casino.

It aims to develop and evaluate new tools for online Responsible Gambling (RG) by developing and testing high-quality, evidence-based tailored interventions and RG tools in a live setting.

The parties involved claim this marks a hugely significant milestone for RG, furthering the requirements for the gambling industry to promote safer gambling practices and provide greater customer protection increase.

Shimon Akad, Playtech COO, said, “We are investing in data analytics and digital solutions to promote responsible gambling and deliver solutions to reduce gambling-related harm.”

He added: “We believe the best way to achieve this goal is to work collaboratively with academic experts who can identify and evaluate new approaches based on scientific theory."

Malinda Miener, Chief Compliance Officer of Holland Casino, said: "Through our joint efforts we can develop new responsible gambling tools which are based on data and science. This is important because it makes our policies and tools on prevention better.

“As an online gambling operator, we see it as our duty to prevent players from becoming problem players – we don't want to earn money from them. With scientific data on our side, we can make sure we use the right intervention at the right time for the right player."