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According to consumer data recently disclosed by Veikkaus, 7 percent of players in Finnish gaming are responsible for 50 percent of all takings.
Veikkaus games were played by around 1.7 million customers in the first half of 2021, accounting for half of the company’s income.
In Finland’s gaming sector as a whole, only 2.5 percent of players account for 50 percent of the money spent on gambling.
Lauri Halkola, Veikkaus Director of Data and Analytics, said: “This information gives us a positive message that the direction of our responsibility measures is the right one. The reading is based on data on identified gambling and covers the majority of euros played to Veikkaus, including slot machines.”
This follows Veikkaus’s decision to take more proactive steps to improve its domestic reputation.
According to a poll performed in 2019 by Finnish polling specialist Bilendi on behalf of iGaming affiliate Kasino Curt, a majority of Finns support the government-owned gambling company’s abolition.
Veikkaus took a huge step toward improving its image in January when it implemented mandatory ID verification rules across its slot machine network.
So far, 80 percent of players have signed up, with the business hoping to have all Veikkaus gaming certified by 2023 in order to build “a safer and more responsible gambling framework.”
“We have taken and will continue to take measures to prevent gambling problems in advance. Our goal is also to significantly reduce the share of problem gambling with our solutions,” Halkola continued.
A recent “Trust & Reputation survey” revealed that the company’s reputation in the eyes of the general public has improved.