Many Singaporeans know about 4D and Toto betting games, yet few realize the company behind these gambling activities is Singapore Pools – established in the late 60s to combat illegal gambling syndicates and triads.
Since its founding, Toto has expanded its roster of products, providing Singaporeans with more responsible and legal alternatives to illegal gambling. Toto was first introduced as a game back in 1968; later followed by Singapore Sweep in 1969 and 4D later that same year. Today, they also provide sports betting and horse racing bets.
As a company that prides itself on responsible gaming operations, it takes extensive steps to safeguard both staff and customers, such as conducting anti-phishing campaigns and employee awareness forums regularly. Furthermore, they have collaborated with National Crime Prevention Council in their anti-illegal gambling campaigns so as to include responsible gaming messaging.
Singapore Pools works closely with technology partners like Tricentis to ensure its online platform complies with industry-high security standards and has an in-house cybersecurity team dedicated to maintaining this goal. Industry bodies work with them too in updating internal security policies based on best practices; plus the company adopts green building practices at their headquarters and has even attained Green Mark Gold status!
Singapore Pools Limited is continuously exploring ways to enhance customer satisfaction by improving service delivery and experience. Recently, they introduced an online account for cash customers to make deposits and withdrawals as part of an effort to digitalise services for cash customers. Their Singapore Pools Account app can be accessed on iOS and Android devices to offer access to online betting services, lottery results, sports fixtures from one convenient place.
Sports marketing agencies have also been utilized by the company to help market its games and events, and currently include football sponsorship agreements with both Football Association of Singapore and Football With A Heart. Furthermore, the company welcomes any partnerships that align with its values and vision for expansion.
Exploring new technologies that can assist the company with improving online security, user experience and data analytics is another area of opportunity. Furthermore, exploring collaborations with companies offering business process automation, artificial intelligence or machine learning services would provide additional possibilities.
Singapore Pools boasts a comprehensive portfolio of products, and is expanding its offerings by adding e-sports and sportsbooking. In addition, Singapore Pools strives to improve customer service quality as well as upgrade IT infrastructure.
Last financial year, the company collected close to S$9bn. Of this figure, 70% was distributed back to winners; 22% went toward tax revenue collection by the government; and 5% went back into arts, community development, charity, education health and sports sectors through Tote Board allocations; leaving just enough left over for operational costs – a marked increase since collecting S$6.3bn in 2016.