The country’s only legal lottery operator Singapore Pools operates a wide range of betting products and services. It was established in 1968 by the Government to provide a safe and trusted avenue for people to bet and to counter illegal gambling activities. It is a not-for-profit organisation, and channels its surplus to Tote Board to fund worthy causes that benefit the community. The company also offers a variety of responsible gaming safeguards including a self-exclusion feature, and has stepped up its efforts to encourage gamblers to keep track of their spending.
In 2022, there was a spike in the number of punters who self-excluded from their Singapore Pools online accounts, with 8,731 doing so compared to 4,806 in the previous year. The jump is a welcome sign, as it shows that more gamblers are aware of the risks of problem gambling and have taken steps to avoid addiction by limiting their wagers. The company also works closely with the National Council on Problem Gambling (NCPG) to offer free counselling to problem gamblers.
Yeo Teck Guan, chief information officer of Singapore Pools, is leading the transformation of the state-owned gambling organisation from a legacy business to an agile and digitally empowered entity. He recently spoke to us about change management, COVID-19 and how the company uses technology to better support its customers and employees.
The business grew exponentially in the past decade as more and more people became aware of the benefits of sports betting. This, in turn, increased the demand for services that enable punters to place bets at anytime and anywhere. Today, Singapore Pools has over 200,000 active players and a wide variety of betting products and services to meet the needs of its customers, from retail outlets in supermarkets and convenience stores to mobile apps and iGaming websites. Its operations have also become increasingly automated and customer service is at the heart of its business strategy.
As a result, it has partnered with technology solutions providers like iShine Cloud to help automate and streamline its systems and processes, and reduce the time needed for troubleshooting and resolution of issues. In the future, it will continue to explore ways to improve its customer journey and enhance its data analytics capabilities to better understand and address its customers’ needs.
In the long term, he says, Singapore Pools hopes to increase its market share and improve its operational efficiency. It will continue to work with partners such as iShine Cloud to ensure it is able to deliver the best possible experience for its customers and remain at the forefront of the industry. In addition, it will continue to invest in its people and develop its culture of excellence and innovation. This will ensure the company is ready to take on any challenges that may come its way. It will also stay true to its founding principles of giving back to the community and be a trusted, stable and reliable partner for its charitable partners.