Responsibility for the individual in focus in Veikkaus’ new strategy – compulsory identification on slot machines brought forward by a year
Over the past few months, there has been lively debate concerning Veikkaus and the Finnish gaming system. At the beginning of September, Veikkaus’ Board of Directors announced principled decisions, which they had issued regarding new measures to develop Veikkaus.
On the basis of the principles, we have taken and will continue to take several measures, through which Veikkaus will build an even safer and more responsible gaming environment for its customers.
– Public social debate has been rightfully concerned about whether it is acceptable that those who are in the weakest position of all have to suffer to benefit the common good. The fact that the money goes to society and is further allocated to good purposes is probably not enough anymore to justify the problems caused, said Olli Sarekoski, Veikkaus’ President and CEO in a media conference organized by Veikkaus on Thursday.
– The debate has called for Veikkaus’ responsibility towards individuals. Our honest answer is that we have responded to the debate by appealing to our responsibility towards society That is not enough, Sarekoski admitted.
Veikkaus’ strategy is currently being updated to lay more focus on responsibility. A safer and more responsible gaming environment will provide the basis for everything we do in the future. Another big strategic goal is that we want to secure our leading market position in Finland even in the digital environment in 2025; and our third objective is that we should also be able to compete in international b2b business.
Up to 8,000 slot machines removed
Player-centred responsibility will be even more closely part of Veikkaus’ core activities. We will reduce marketing and make it easier for the players to quit gaming. This will be seen in, for example, slot machine gaming: Veikkaus has decided to bring forward the adoption of compulsory identification on slot machines.
– Veikkaus will bring forward compulsory identification by a year from what was laid down by Parliament last spring. In other words, compulsory identification will already be introduced in January 2021, says Sarekoski.
Compulsory identification will enable the players to set a permanent ban on their slot machine gaming. It also enables us to prevent underage gaming. These measures will also have a significant impact on the total number of slot machines.
– The total number of slot machines will be reduced by up to 8,000 by the year 2025, says Pekka Ilmivalta, Veikkaus’ Senior Vice President, Legal Affairs and CSR.
Veikkaus has currently ca. 18,500 slot machines in different parts of Finland; in kiosks, shops, restaurants, and service stations.
New guidelines for marketing
Following the debate concerning Veikkaus in the summer and the autumn, we have considered our marketing activities from a critical viewpoint. The new measures and plans also take into account the remarks, observations, conclusions, and proposed measures by Tekir, an external organization tasked to draft a report on Veikkaus. The report was finalized in October 2019.
– We have laid down new guidelines for Veikkaus’ responsible marketing. They affect the volume, content, supervision, and processes of marketing. We are about to create a new corporate culture for marketing, says Nora Vähävirta, Veikkaus’ COO.
Veikkaus has also published its interim report Q3/2019. Read more about it here.
About Veikkaus (www.veikkaus.fi)
We are a Finnish gaming company and an international leader in the gaming industry. We want to provide the world's best gaming experience with reliability and security. Our gaming and digital professionals are constantly developing something new and exciting for our customers. Thanks to our players, we collect more than a billion euros a year in common good.
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