Date: 01.12.2023

by Mateusz Mazur

Veikkaus Introduces Care Calls for Responsible Gaming Awareness

Veikkaus, the Finnish national betting agency, has taken a significant step towards promoting responsible gaming by initiating over 3,300 care calls to customers exhibiting signs of potential risk gambling.

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This initiative, particularly focusing on young players, is part of a pilot project running through the end of the year.

Purpose of Care Calls

The primary goal of these calls is to initiate a dialogue and encourage customers to reflect on their gaming habits.

Samu Saarela from Veikkaus’ customer service shares that the calls have been well-received, with many customers appreciating the concern shown. He notes the surprising openness of people when discussing such a personal topic with an unknown caller.

Response and Impact

Approximately 41% of contacted customers have responded to the calls, often after receiving an email notification about the upcoming call. Saarela mentions that even the emails prompt many to reconsider their gaming behavior.

During the calls, customers are asked about their feelings and thoughts related to gaming, and they are introduced to tools for managing their gaming as well as information about professional help if needed.

Statistical Insights

Statistics from this year reveal that about 11% of those who responded to the calls decided to impose gaming restrictions on themselves within a week of the call.

The pilot includes a special focus on young players aged 18-19, who are more susceptible to developing gambling problems. Nearly 300 calls have been made to this group, with a response rate slightly higher than the average, at about 44%.

Veikkaus’ Broader Responsible Gaming Strategy

These care calls are part of a comprehensive model developed by Veikkaus to predict the likelihood of harmful gaming behavior. The model, based on a screening test for problematic gaming and developed in consultation with the Ministry of Social Affairs and Health’s gambling harm assessment working group, is currently being updated for enhanced effectiveness next year.

Susanna Saikkonen, Veikkaus’ responsibility director, concludes, “We aim to be a leader in responsible gaming and offer our customers a safe gaming environment. The care calls are a concrete way of taking responsibility for our customers.”

Our Comment on the Article

Veikkaus’ initiative of conducting care calls is a commendable step towards promoting responsible gaming and addressing potential gambling issues proactively. By focusing on young players and offering guidance and support, Veikkaus is setting a standard in the gaming industry for customer care and responsibility.

This approach not only helps in mitigating the risks associated with gambling but also demonstrates the company’s commitment to the wellbeing of its customers. Such initiatives are crucial in creating a safer and more responsible gaming environment, especially in an industry where the risks of addiction and financial harm are significant.