Scientific Games: All Systems Go – An Advanced New Gaming System Powers Danske Spil
After a year-long, complex conversion from Danske Spil’s old system, the launch of an advanced, next-generation gaming system for the national lottery in Denmark is a significant milestone as systems technology enters a new era of innovation. The new system, built by Scientific Games, supports retail, web, mobile – and yes, future – sales channels. The destination: balancing systems agility with the trustworthiness that remains so vital to a lottery’s business.
A nod to the innovative days of early space exploration, the phrase “all systems go” originated in the 1960s heyday of space flight. Decades later, in 2017 these words resonate the level of intensity at the moment Danske Spil launches its technology to a powerful, new gaming system.
After a year-long, complex conversion from the Lottery’s old system, the launch of this advanced, next-generation gaming system for the national lottery in Denmark is a significant milestone as systems technology enters a new era of innovation. The new system, built by Scientific Games, supports retail, web, mobile – and yes, future – sales channels. The destination: balancing systems agility with the trustworthiness that remains so vital to a lottery’s business.
Scientific Games customized the new systems technology for Danske Spil after winning the competitively bid contract from an incumbent supplier. The conversion from the Lottery’s legacy system to the new system went live earlier this year. It supports Danske Spil’s multi-channel environment which integrates sales across a network of 3,200-retailers, including 5,000 supermarket in-lane point-of-sales, as well as mobile and internet.
The conversion to a new gaming system in the Nordic country of 5.6 million people significantly advances the Lottery’s current retail, web, and mobile channels. And it is an integral component of Danske Spil’s business plan for the coming years. The new gaming system positions the Lottery to respond quickly to changes in the marketplace, and offers the flexibility to add future sales channels. Scientific Games will provide 24-hour a day systems’ operations from its fully redundant European centralized data centers.
“We knew that we were looking for a flexible, channel-agnostic system for our Lottery. Our strategy for the lottery market is aggressive and progressive, and a new system is a core part of that strategy,” says Susanne Mørch Koch, Chief Executive Officer, Danske Spil.
“We need our technology platforms to be scalable, so that we can ramp up or down and add hardware components that would not require replacing the entire system,” she adds. “This has been a must-have requirement for our new lottery solution.”
Following the successful ‘go live’, the system has been enhanced to support the newest version of VikingLotto, a popular multi-jurisdictional draw game in the Nordic and Baltic regions of Europe which launched in May 2017. Scientific Games also supplies instant games to Danske Spil.
“Danske Spil is a leading innovator in the European lottery market. There is an incredible level of excitement and collaboration surrounding this conversion, as we expand our support to Danske Spil beyond supplying instant games, and welcome the Lottery to the Scientific Games’ Lottery Systems family,” says Pat McHugh, Scientific Games’ Senior Vice President, Global Lottery Systems.
Scientific Games aligned with the Lottery’s business goals to deliver its most advanced, open architecture system with a flexible, scalable system that will support the Danske Spil’s growth plans.
Danske Spil was founded in 1948, and its first game – a 1×2 TOTO game with 12 football matches – launched a year later. Today, players in Denmark enjoy a variety of entertaining games, including number games, instant games, and knowledge games as well as gaming machines. Net proceeds from the sale of games are distributed by the Danish Parliament for the benefit of Denmark’s athletics programs, culture initiatives, and other public programs.
With technology integrated into every touchpoint of the lottery business, Scientific Games has firm roots in gaming systems globally, deepened by the acquisition of Bally Technologies in 2014. The company supplies systems to 28 European lotteries including Danske Spil, delivering a breadth of technology from lottery systems and retail terminals in Germany, to sports betting in Iceland, video lottery gaming in Greece, and instant game management systems in Italy and France.
“Consumers and retail are changing rapidly. Lotteries must innovate much faster and be much more agile, but balance trustworthiness,” McHugh shares. “Our vision for balance is to separate the flexible, content-oriented components of the lottery system from the core transaction system components.”
McHugh says that core transaction systems must also evolve to better support agility. Lotteries in the Nordic region, one of the most technologically innovative regions of the world, were the first to recognize this.
Innovating Systems Agility
Scientific Games built a new gaming system based on self-contained systems component architecture, using industry-standard operating systems and databases, enabling scale-out performance upgrades, and providing the proven functionality of the company’s dependable gaming systems. This next generation system was first deployed by Norsk Tipping in Norway.
“Our state-of-the-art, self-contained systems component architecture enables easy integration of legacy components as well as other third-party components our customers might request,” McHugh says.
Supported by global technical operations and disaster recovery systems, the new modular, omni-channel system supports highly configurable draw games that help reduce the cost of introducing new games, predictive ordering, and single-ticket accounting for efficient instant game management and cross-channel sports betting.
“Danske Spil now has an agile, automated solution that is easy to modify and future-proof to help facilitate the profitable growth of the Lottery’s game portfolio. For the following years, we are looking for Scientific Games to develop as a strong strategic partner and agile operator in the daily business and operation of the system to further strengthen the competitive standing of Danske Spil,” says Koch.
Scientific Games employs nearly 300 technologists in Vienna, Budapest and seven other European locations to specifically address European and international market requirements. In addition to the new gaming system in Denmark, Scientific Games’ teams recently managed major technology conversions for lotteries in Arizona and Puerto Rico, with Maryland coming soon.
McHugh travels continuously, visiting with lotteries, meeting with Scientific Games technology teams, and planning years in advance so his global customers are ready for what’s next.
Like a rocket, Scientific Games is not landing anytime soon. “We are taking an ‘all systems go’ approach to fueling the next great era of lottery growth with our technology,” he says. “We’re bringing it.”
This article is re-published with the permission of Public Gaming International.
© 2017 Scientific Games Corporation. All Rights Reserved.
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Scientific Games: Tous les systèmes en marche - La Danske Spil s’équipe d’un nouveau système de jeu avancé
Rappelant les débuts de l’exploration spatiale, la phrase « tous les systèmes en marche » trouve son origine dans les années 60, à l’apogée de la conquête spatiale. Des décennies plus tard, en 2017 ces mots résonnent avec une intensité particulière alors que Danske Spil lance sa technologie permettant un nouveau système de jeux encore plus puissant.
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Le passage au nouveau système dans ce pays scandinave de 5,6 millions d’habitants fait significativement progresser l’offre actuelle de la loterie sur les canaux de vente au détail, Web et mobile. Et cela fait une partie intégrante du plan commercial de Danske Spil pour les prochaines années. Ce nouveau système de jeu positionne idéalement l’opérateur pour répondre rapidement aux évolutions du marché et offre la souplesse de pouvoir ajouter des canaux de ventes dans le futur. Scientific Games garantira un fonctionnement des systèmes 24 heures sur 24 depuis ses centres de données centralisés européens totalement redondants.
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