Norwegian authorities extended Norsk Rikstoto the exclusive rights to provide gambling on horses over the next ten-year period, an operator said in Friday’s press release.

Problem Gambling Prevention Is Key

The Government justified the decision to extend the license for another decade via the operator’s efforts to ensure the implementation of public control measures and prevent the negative effects of gambling that have become a cause for the struggle of many Norwegians already.

“Norsk Rikstoto shows that they take the role of exclusive rights provider seriously, and that is good,” said Minister for Culture and Equality Anette Trettebergstuen, outlining that the major task for the government regarding the market is to implement a gambling policy that will ensure gambling is experienced without its negative sides.

“The Norwegian Parliament has implemented a number of measures to reduce the risk of gambling problems and gambling addiction,” Trettebergstuen continued, highlighting the aim of the authorities to ensure that sports and good causes will continue to reap benefits from the gambling industry profits.

For the task, Best-Suited

Norsk Tipping, Norsk Rikstoto and Norsk Tipping will still be providing horse-racing gambling services after the license extension. Because of its high prize pool, high turnover and potential for creating gambling-related problems, the government regards this vertical option as one that needs to be controlled.

Norsk Rikstoto is also a trusted intermediary between the gambling industry, organizations that support equestrian sport, horse keeping, and horse breeding in the country. Some of its profits are passed on to the industry.

Norsk Rikstoto, which was established in 1982, made significant strides towards improving communication with its customers by signing a two way integration deal with Agillic or Tealium.

Marketing automation was used by the Norwegian National Tote horse-racing foundation to create a personalized communications approach through all channels and inform customers about how to place wagers. It also ensured that responsible gambling messages were integrated throughout the customer journey.

Modernization of Betting Systems

Months before that, Norsk Rikstoto moved to enhance its betting system via an agreement with Global Tote under which the BetMakers Technology-owned supplier agreed to implement its Quantum Tote solution to replace Norsk Rikstoto’s pari-mutuel wagering system.

The dispute between Norway’s regulator, Lotteritilsynet, and Kindred Group-owned subsidiary Trannel, operating the Bingo, Mariacasino, Storspiller and Unibet brands was one of the central gambling industry topics in the year.

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