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.

Mission Accomplished

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.

Essential Expertise

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.

Systems Exploration

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.

Related Articles

View all

Synopsis

Français

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.

Après une année de conversion complexe de l’ancien système, le lancement de ce système de jeu de nouvelle génération pour la loterie nationale danoise représente une étape importante alors que la technologie des systèmes entre dans une nouvelle ère d’innovation. Le nouveau système, développé par Scientific Games, prend en charge la vente au détail, le mobile, le Web, et les futurs canaux de vente. L’objectif : atteindre l’équilibre entre l’agilité des systèmes et la fiabilité qui reste si vitale pour les opérateurs de loterie.

Scientific Games a personnalisé la technologie du nouveau système pour Danske Spil après avoir emporté l’appel d’offres contre le fournisseur historique. Le passage du système historique vers le nouveau système de la loterie a eu lieu plus tôt cette année. Il prend en charge l’environnement multicanal de Danske Spil, en intégrant les ventes à travers un réseau de 3 200 détaillants, y compris 5 000 points de vente dans les supermarchés, ainsi que le mobile et Internet.

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.

Español
Scientific Games: All Systems Go - Un nuevo y avanzado sistema de juego impulsa Danske Spil La expresión “all systems go” (sistemas a punto), un guiño a los innovadores días en que se inició la exploración espacial, se originó en los 60 con el auge del vuelo espacial. Décadas más tarde, en 2017, estas palabras transmiten el mismo nivel de intensidad en el momento en que Danske Spil lanza su tecnología para un nuevo y potente sistema de juego. Tras una compleja conversión de un año del antiguo sistema de la lotería, el lanzamiento de este sistema de juego avanzado de última generación para la lotería nacional de Dinamarca es un hito con el que la tecnología de sistemas entra en una nueva era de innovación. El nuevo sistema, creado por Scientific Games, es compatible con canales de venta al por menor, vía web, vía móvil y, sí, también futuros canales. El objetivo: equilibrar la agilidad de los sistemas y confianza que sigue siendo tan vital para los negocios de lotería. Scientific Games personalizó esta nueva tecnología de sistemas para Danske Spil tras ganarle el disputado contrato al proveedor titular en ese momento. La conversión del sistema heredado de la lotería al nuevo sistema se ha puesto en marcha este año. Es compatible con el medio multicanal de Danske Spil, que integra ventas a través de una red de 3.200 vendedores, incluyendo 5.000 puntos de venta en supermercados, además de las ventas a través del móvil y de Internet. La conversión a un nuevo sistema de juego en este país nórdico de 5,6 millones de habitantes supone un avance significativo en los canales actuales de venta de lotería al por menor, vía web y vía móvil. Y es un componente integral del plan de negocio de Danske Spil para los próximos años. El nuevo sistema de juego deja a la lotería en situación de responder rápidamente a los cambios en el mercado, y ofrece la flexibilidad de añadir futuros canales de venta. Scientific Games proporcionará operaciones las 24 horas desde sus centros de datos centralizados y totalmente redundantes en Europa. Tras su exitosa puesta en marcha, el sistema se ha mejorado para que sea compatible con la versión más reciente de VikingLotto, un sorteo multijurisdiccional de las regiones nórdicas y bálticas de Europa que se lanzó en mayo de 2017. Scientific Games también proporciona a Danske Spil juegos instantáneos
Deutsch
Scientific Games: All Systems Go - Das fortschrittliche neue Glücksspielsystem von Danske Spil Der Ausdruck „All Systems Go“ stammt aus dem bewegten Milieu der Raumfahrt der 1960er und erinnert damit an die frühen, innovativen Tage der Erkundung des Weltalls. 2017, Jahrzehnte später, sind diese Worte erneut bedeutungsschwanger: Eine Technologie mit diesem Namen steht im Zentrum des mächtigen neuen Glücksspielsystems von Danske Spil. Nach einer jahrelangen, komplexen Umstellung vom alten System der Lotterie stellt die Einführung dieses fortschrittlichen Glücksspielsystems der nächsten Generation für die Nationallotterie von Dänemark einen wichtigen Meilenstein dar, mit dem die Gesellschaft eine neue Ära der Innovation einläutet. Das neue, von Scientific Games entwickelte System unterstützt die Vertriebskanäle Einzelhandel, Internet und Mobilgeräte – und ist gleichzeitig für neue Kanäle der Zukunft gewappnet. Das Ziel: Systemagilität mit dem Vertrauen zu kombinieren, das für das Lotteriegeschäft unabdinglich ist. Scientific Games hat die neue Systemtechnologie für Danske Spil angepasst, nachdem es sich in einer Ausschreibung gegen den alten Zulieferer durchgesetzt hatte. Die Umstellung vom vorhergehenden Lotteriesystem auf das neue System erfolgte dieses Jahr. Es unterstützt die Multikanalumgebung von Danske Spil, die ein Vertriebsnetzwerk von 3.200 Einzelhändlern, 5.000 Verkaufsstellen in Supermärkten, sowie Mobil- und Internetoptionen umfasst. Die Umstellung auf das neue Glücksspielsystem in dem skandinavischen Land mit 5,6 Millionen Einwohnern stellt im Vergleich zu den derzeitigen Einzelhandels-, Internet- und Mobilkanälen der Lotterie einen erheblichen Fortschritt dar. Es stellt zudem einen integralen Bestandteil des Geschäftsplans von Danske Spil für die nächsten Jahre dar. Das neue Glücksspielsystem ermöglicht es der Lotterie, schnell auf Veränderungen auf dem Markt zu reagieren und bietet die flexible Option, in Zukunft weitere Vertriebskanäle hinzuzufügen. Scientific Games gewährleistet den Betrieb des Systems 24 Stunden am Tag mit seinen vollständig redundanzgeschützten, zentralisierten Datenzentren in Europa. Nach der erfolgreichen Einführung wurde das System aktualisiert und unterstützt jetzt die neueste Version von VikingLotto, ein beliebtes Ziehspiel, das grenzübergreifend in den nordischen und baltischen Ländern Europas und im Mai 2017 auf den Markt gebracht wurde. Scientific Games stellt für Danske Spil auch Instant-Glücksspiele bereit.

Other Articles

View all

Consumer driven innovations

Jana Smejcova, Kantar   Millennials, Gen Xers and Boomers Differences in consumer behaviour in the sector are evident between “Millennials, Gen Xers and Boomers”. According to Kantar’......

Read more Synopsis: fr / es / de

EU: CEN TF456 standardisation online gambling commences its work and EL participates in discussions on illegal platforms and Subsidiarity

In April 2018, following long consultations with stakeholders, the European Commission mandated the European Standardisation Committee CEN to draft a standard for a list of criteria for reporting to t......

Read more Synopsis: fr / es / de

Digital Opportunities in a Player’s World

Eight-second attention span “45% of people have participated in any form of gambling in the past four weeks”, stated Robin Bowler, Playtech’s Government Markets Director, as he referenced a r......

Read more Synopsis: fr / es / de

Transformative Technologies and Lottery

A mobile identity? “People’s phones equals their identity, passively and actively”, Mr Riley kicked off his presentation. He added that, in his view, mobile phones could become a digital pass......

Read more Synopsis: fr / es / de

The Holy Grail

Lotteries need to stay relevant to the next generation of players and “compete on a level playing field against direct and indirect competition”. NLS believe that having engaging content is key......

Read more Synopsis: fr / es / de

Enhancing Lottery Responsiveness to Player Needs through Intelligent Systems Design

Accenture’s Alberto Bergamini kicked off the panel with a passionate presentation on unlocking the value of digitisation through intelligent systems design for the customer experience. Creating an......

Read more Synopsis: fr / es / de

Digital Empowerment of the Lottery Industry

Data, data, data Customer data received by lottery and gaming companies is undoubtedly crucial to the provision of lottery solutions and tailoring solutions to customer preferences. The data being......

Read more Synopsis: fr / es / de

How technology is raising the bar in sportsbook integrity

10,000 football matches per week! Sports betting, Kambi’s main service provisions, certainly has its differences as compared to traditional lottery businesses. However, many of the challenges and......

Read more Synopsis: fr / es / de

Sport 4 Life UK received the EL Sport Award 2018

Olli Sarakoski, President & CEO of Veikkaus Oy handing the EL Sport Award 2018 to Jack Skinner and Matthew Forsyth from Sport 4 Life UK The first EL Sport Award, along with a check for 5000 euro......

Read more Synopsis: fr / es / de

Industry Days 2018 – Navigating Towards Digital Opportunity

Masters of ceremony Jutta Buyse (deputy EL Secretary-General) and Arjan van’t Veer (EL Secretary General) were lively hosts throughout the two-day meeting, keeping delegates well informed of the a......

Read more Synopsis: fr / es / de

EL/WLA Sports Betting Seminar 2018: Winning in Sports Betting

  The19th edition of the yearly EL/WLA Sports Betting Seminar took place in Lyon on 15-17 May with the great support of the hosting lottery La Française des Jeux (FDJ). The event registered......

Read more Synopsis: fr / es / de

PR/Communications and Social Media Seminar

Nikola Vrdoljak, Director 404 Agency Croatia, set the scene by describing how “anxious” the world has become; where sharing is the natural choice rather than owning and where in our “non-linear......

Read more Synopsis: fr / es / de

Knowledge Sharing 2.0

The 2018 Knowledge Sharing seminar took place in Geneva on April 18-19, where it gathered around 50 participants interested to learn more about the latest trends in lottery markets and exchange of i......

Read more Synopsis: fr / es / de

A new President & CEO for SELAE

Jesús Huerta Almendro, President & CEO for Sociedad Estatal Loterías y Apuestas del Estado Jesús Huerta Almendro was born in Cadiz/Spain in 1965. He holds a Law degree, a Master's degree in H......

Read more Synopsis: fr / es / de

European Lotteries launches new European Lotteries Corporate University

Following a review of the requirements in this area EL is presenting a new 3-module European Lottery Corporate University (ELCU). Designed for various levels of participants, three separate modules wi......

Read more Synopsis: fr / es / de

A great success for the joint EL/WLA CSR-RG seminar in Lisbon

These numbers show both a high level of interest in CSR and RG across the lottery sector, as well as an enduring commitment from EL and WLA members to each issue as a core tenet of their business. Aft......

Read more Synopsis: fr / es / de

Upcoming EL Seminars & Events

Reserve your spot now for the EL Seminar that could change the course of your Lottery! EL and its Members are producing many educational programs designed to tackle real-world issues in a meaningful......

Read more

A new CEO for Svenska Spel

Patrik Hofbauer, CEO for Svenska Spel Patrik Hofbauer has extensive senior management experience and, in addition to his current role as CEO of Telenor Sweden, he has previously been CEO of Telenor......

Read more Synopsis: fr / es / de