CSR Report and Annual Report 2014

Responsible product development listening closely to customers

The product development process includes an assessment of the products and services from a responsibility perspective, from the moment the idea is born to the stage when it is developed into a final product.

The ethical evaluation of the games is carried out in cooperation with the Finnish Slot Machine Association RAY, using the Responsibility Evaluation Tool (RaVa). The tool enables the analysis of innovations from the perspective of possible gaming addiction.

In 2014 the Responsibility Evaluation Tool was updated both for its contents and technology. Along with the update, the Tool’s questions were brought up-to-date, and they were supplemented with a couple of new ones, in order that the new types of games would be covered. At the same time, in connection with the update, the usability of the Tool and the storage of the documents generated on the basis of the assessments were improved.

The Responsibility Evaluation Tool has nine sections that measure the possible addiction-provoking features associated with a game idea. On the basis of the results, changes can be suggested and comments can be made regarding the game idea. For example, the evaluation can lead to possible restrictions either on the game or its marketing.

In 2014 the Responsibility Evaluation Tool was used to assess 33 products still at their development stage.

Elements of the Gaming Responsibility EvaluationTool:

  • Gaming elements
  • Risk of financial loss
  • Profit/Stake structure
  • The role of skills, information, chance and rules
  • The attractiveness of the game and the gaming environment
  • Additional attractions
  • Social features
  • Availability
  • Marketing 

To assess the distribution channel solutions and service concepts, Veikkaus makes use of a set of ethical evaluation questions developed at Veikkaus. The Ethical Evaluation Question Set (RaVa) is based on the sections of the Responsibility Evaluation Tool. In connection with the update of the Tool, the responsibility values of different services were entered into one and the same system. These tools help to ensure that the gaming products and services entering the market are ethically designed and as responsible as possible.

Customers involved in the development of products and services

Veikkaus wants to develop its products and marketing in cooperation with its customers in a more interactive way than before. This is why we initiated the Veikkaus Jury consisting of customer members in the year under review. At the end of the year the Jury had up to about 6 000 members.

The members of the Veikkaus Jury have a chance to, e.g., comment on the games that are still being developed, as well as on the development and marketing of existing games. At the same time, they get to hear the other Jury members’ views and be among the first ones to learn about innovations.

In the year under review, we also piloted the Veikkaus Points programme. Veikkaus Points is a part of Veikkaus’ Loyal Customer Programme, where the customers carry out tasks and collect points. The points can be used to claim different prizes. The tasks can be related to, e.g., getting to know Veikkaus Social Media channels, filling out the Game Test, answering questionnaires, or seeing videos.

The Points pilot had 4 000 participants at the end of 2014. The pilot will be continued until spring 2015, after which we will make decisions on whether it will still be continued or not.

Veikkaus’ product development process has been updated to better correspond to the newly adopted operating models. The purpose is to make the processing of the projects and decision making faster. The reform will also aim at supporting the project-specific launches and nimble system development.

Veikkaus went over to using nimble methods in the development of its products and services. Thanks to the methods adopted, Veikkaus’ product development operations have become more effective. We have achieved results of higher quality by making the waiting times shorter, improving communications, making operations simpler and better, and instantly putting to use what we have learnt.