Veikkaus reveals artificial intelligence roadmap
Finnish monopoly operator publishes tech ethics in new four-point plan
Veikkaus has released a four-point process document detailing how it will use artificial intelligence (AI) in gaming.
The four commitments include to communicate openly and clearly about the way the company uses AI and to respect the privacy of its customers. The final two pledges are to use AI responsibly and for the benefit of consumers.
Veikkaus has said it will not use AI for cross-selling purposes, or to alter or influence games in any way.
“Above all, our goal is to use artificial intelligence to provide a better customer experience and the opportunity to play responsibly,” Veikkaus said. “We continuously evaluate the quality of the methods used and the impact of the use of artificial intelligence models on our customers and other stakeholders.
“For each artificial intelligence application or machine-learning model, a responsible personal owner has been designated to ensure that the algorithms comply with these principles.
“We actively monitor the debate, legislation and general recommendations in this area and help ensure that the recommendations are implemented,” the operator added.
The operator, which holds a monopoly on gambling in its native Finland, revealed that it uses machine learning AI in its online service and application content, as well as in digital marketing and betting odds calculation.
Veikkaus also utilises machine-learning models in its identification of possible fraud in both betting and online gaming on its sites.
In addition to machine learning, Veikkaus has said that it uses rule-based AI, which aims to mimic the reasoning of humans in problem solving, mainly in its customer service department and during the KYC checking process.
“The ethical principles of Veikkaus’ artificial intelligence are applied within the framework of the Lottery Act and other applicable legislation,” the operator explained.
Proposals are currently underway to completely reform the Finnish gambling market, preserving the existing monopoly and introducing new demands to Veikkaus’ existing business model, but also allowing it to operate B2B activities for the first time.
“The renewed Lottery Act will provide for Veikkaus’ right to process gaming and player data in order to monitor gambling behaviour and enable measures related to harmful gambling,” Veikkaus said.
“We regularly update our principles to reflect current legislation, regulatory decisions and guidelines,” it added.