In a groundbreaking move, Veikkaus, Finland’s state-owned gaming company, has initiated a comprehensive identification requirement for all its gambling games. This innovative step, effective from the beginning of 2024, follows a similar identification protocol introduced earlier in 2023 for coupon games like Lotto and Eurojackpot. The primary goal is to mitigate gaming disadvantages, enforce age limits, and establish a more secure gaming environment. Players can now identify themselves using various methods, including the Veikkaus Card, driving license, personal identification, Kela card, or a mobile card within the Veikkaus application.
Objective of Identification Requirement:
Veikkaus aims to address the challenges associated with gambling by introducing mandatory identification for all digital and physical channel games. This pioneering move positions Veikkaus as the first gaming company globally to implement such a comprehensive identification process. The overarching goal is to empower players to monitor their total gaming activity through the game history feature. The identification requirement also brings scratch cards under an annual loss limit and enables game suspensions as needed.
Identification Process and Familiarity:
Players can seamlessly identify themselves using methods familiar from coupon games, such as the Veikkaus Card, official identification documents, or the mobile card integrated into the Veikkaus application. Susanna Saikkonen, Veikkaus’ Responsibility Director, emphasizes the customer-centric approach, ensuring that players can track their gaming history and stay within established limits. Despite the significant change, the identification process is already familiar to players from the coupon games side, creating a smoother transition.
Positive Response and Expectations:
Veikkaus reports a positive response to the identification requirement, with players adapting well to the new process. Christmas lottery sales, although allowing redemption without identification until the end of 2024, demonstrated that players did not purchase lotteries for storage. Ville Venojärvi, Head of Lottery Games at Veikkaus, anticipates a smooth integration of the identification process into lottery sales, given the familiarity players have gained from coupon games. The company’s commitment to responsible gaming is evident through proactive measures to enhance player safety.
Global Implications and Industry Leadership:
Veikkaus’ move to implement universal identification checks for all gambling games positions the company as a trailblazer in promoting safer gaming practices. As the first gaming company globally to adopt such a comprehensive identification protocol, Veikkaus sets a precedent for industry leaders. The initiative aligns with global efforts to address responsible gaming and player protection, creating a potential blueprint for other operators worldwide.
Veikkaus’ implementation of universal identification checks for all gambling games signifies a significant leap towards fostering a safer gaming environment. The company’s commitment to responsible gaming practices and proactive measures to prevent gaming disadvantages sets a standard for the industry. As players adapt to the identification requirement, Veikkaus paves the way for global discussions on enhancing player safety and regulatory measures within the dynamic landscape of the gaming industry.