Veikkaus Will Overhaul Player Rewards Program

Finland gaming firm Veikkaus has announced that they're working on overhauling their customer rewards program to help protect players from excessive gambling.

The new tool will include a liability monitor to help flag the Veikkaus promotions being offered that could encourage gamblers to wager more. When promotions are flagged, the casino will then be able to modify the terms of the promotion in order to protect players. The monopoly will also form an Ethics Council, which will help guide the company in working to promote player safety. The council was approved by the company's board and will be formed before the next meeting.

Other measures being looked at include reducing the number of slot machines deployed across the country and terminating advertising on non-lottery betting products.

Speaking about the new tools Veikkaus Chairman Olli-Pekka Kallasvuo noted: "Social responsibility principles are central to all of Veikkaus' operations. It has continuously implemented measures to enhance social responsibility safeguards, and the board regularly evaluates the causes of gambling problems."