The operator has introduced an account-based system in a pilot programme for approximately 100 machines last month. This means that to play, players must use either the Veikkaus player’s card, an approved mobile application, or a bank card connected to the operator’s customer database. If the pilot is successful, this measure will be implemented nationwide on 31 January 2021.
Lauri Halkola, Veikkaus’ director of analytics and customer management, stated that expanding the pilot to a larger sample of machines will help the operator understand the impact of the identification measures. The aim is to gain a broader understanding of the customer experience during the transition to mandatory identification and to test the functionality of their technical solutions with different types of automation.
The identification measure is just one step Veikkaus is taking to enhance player protection. In addition, the operator plans to take 8,000 slot machines offline by the end of 2020, which is more than double the initial amount they had intended to withdraw. Despite the potential decline in profit by €300m in 2020 due to the disruption caused by the novel coronavirus (Covid-19) and stricter social responsibility measures, Veikkaus remains committed to implementing these measures.
