Sgp Pools is a state-owned gaming company in Singapore. Its purpose is to combat illegal gambling by providing a safe and trusted betting environment for its customers. It also aims to generate revenue to support the community in areas of sports, charity, arts, and education. It contributes about $2 billion annually to the Tote Board and has been awarded Level 4 of World Lottery Association’s Responsible Gaming Framework.
The government first established the organisation in 1968 to offer people who are interested in placing bets a safe and trustworthy environment. It was a response to the growing problem of illegal gambling activities in the country, which had contributed to high levels of social cost. The establishment of Singapore Pools allowed the government to control and direct lottery sales and profits into the community through charities rather than leaving them in the pockets of triads and other illegal bookmakers.
Since its inception, Singapore Pools has been dedicated to adding value to the lives of citizens by contributing to a wide range of communities and helping them develop their potential. The organisation is committed to working with the authorities to ensure a clean and trusted gambling industry and is a member of the International Council on Gambling and has a global reputation for its responsible gaming practices.
In addition to the traditional counter-service-based customer touchpoints, Singapore Pools offers its services through a variety of digital channels and online platforms, including mobile apps. This allows people to onboard, manage their accounts and bet on sports events from anywhere, regardless of time or location. This has helped them to reach new customers, increase customer loyalty and grow their revenue.
To promote their responsible gaming campaign, Singapore Pools uses its nationwide digital signage network to educate customers on playing with care and playing within one’s means. It also uses PADS4 to display event messages, lottery and betting updates across its branches and outlets. PADS4 is able to import data from its back office system using an XML data connection, which helps them to keep their information updated and consistent throughout their entire network of branches and outlets.
With the COVID-19 pandemic causing a surge in data demand, the ability to unlock additional capacity was crucial for Singapore Pools to maintain its operations, even during this difficult time. The business was also concerned about the security of its digital infrastructure. With many of its older staff now working remotely, the risk of cyber attacks was high.
Yeo and his team embarked on a digital transformation journey to build a robust technology infrastructure to improve the service of its customers and strengthen responsible gaming measures. They used Bizzdesign’s Enterprise Architecture practice to implement a cloud-based platform that provides a central repository and single source of information. It stores all the enterprise architecture processes lifecycles and artifacts that are accessible to all team members ensuring effective collaboration. The platform also enables them to see holistic interrelated architecture views which allow for easy traceability of all the components across domains and provide quality insights.