Founded in 1968, SGP Pools is one of the largest and most socially responsible gaming companies in Singapore. Established with the purpose of adding value to society and life for citizens living here, it operates lottery and sports betting systems through retail channels including convenience stores and markets as well as its online platforms and has established its corporate responsibility framework based on WLA Responsible Gaming Framework Level 4.
The company also offers a mobile app to keep customers up-to-date on live sports scores and results, and to deposit or withdraw funds. Available for iOS and Android devices alike, customers can use it to track their account as well as deposit or withdraw funds at their leisure. It features an easy search function so they can quickly locate their game of interest quickly; as well as secure payment methods like credit cards and eNETS; they can select their language preference as well as currency.
Singapore Pools is evolving its business to better meet the needs of both its customers and employees, which includes changing its customer touchpoints from traditional counter-service based and in-person to digital self-service options. Furthermore, Singapore Pools has invested in new technology to increase efficiency and enhance customer experiences.
Key to Singapore Pools’ mission is preventing illegal gambling operations from entering its industry, yet a blanket ban would be harmful for both sides. Singapore Pools seeks to make illegal operators’s efforts harder by restricting players’ ability to gamble on multiple occasions per week and by increasing transparency.
To address this problem, SGP Pools has leveraged its data analytics capabilities to develop its own Responsible Gambling (RG) model. Their team used unsupervised learning methods to train transactional data into dynamic probabilistic cohorts; when spending patterns differed significantly from average spending trends within each cohort, nudge messages were sent encouraging players to moderate their spending patterns.
The company’s efforts have been recognized with increased trust by their customers and by managing to reduce illegal operator accounts by using the Risk Gradient Model and identify high-risk accounts, so as to focus resources towards helping these players.
To further strengthen its security, sgp pools has introduced a biometric-based customer verification system which has successfully reduced identity theft and fraud for customer peace of mind when playing more games with the company. Furthermore, machine learning technology has been integrated into their iKrish platform to prevent fraudulent activities while offering enhanced user experiences.
Singapore Pools strives to be a “Company for Good”, using its technology capital and IT expertise to launch iShine Cloud – an affordable charity-specific IT platform offering affordable solutions while allowing charities more time and energy to focus on serving beneficiaries.