As part of their commitment to supporting those most in need in society, Singapore Pools launched Community With A Heart on May 23. The campaign allows members of the public to “plant” virtual flowers representing different communities that they will help and for each one that blooms they pledge $1 towards Community Chest, the philanthropy and engagement arm of National Council of Social Service that serves over 100 social service agencies in Singapore.
To make its initiative as accessible as possible, the company created a dedicated portal which was integrated into both its website and mobile apps. Members of the public can use either of these to select their preferred communities before “planting” it in an virtual garden. Each flower represents one of four groups: senior citizens, children/youths/families with low income or persons living with disabilities.
The campaign will run until June 22 and is part of Community With A Heart’s series that has raised over S$7.9 million for local causes since 2010. Additional initiatives in this series are Football With A Heart and River With A Heart.
Established as an official government lottery operator in the late 1960s to combat illegal gambling syndicates, Singapore Pools quickly established itself as a legal lottery operator under government scrutiny and oversight. Now operating as a wholly owned subsidiary of Tote Board under Ministry of Finance observance and scrutiny. Offering various legal games including Toto, 4D and Singapore Sweep draws annually, this entity hosts over 250 draws annually.
As well as legal gambling activities, this company also offers sports partnerships, online platform enhancements, and community events. Their ongoing digital transformation strategy is helping transform them from an old legacy organisation into an agile one that can adapt rapidly to changing market trends.
Companies providing services in online security, user experience optimization and data analytics may seek partnerships with a company to strengthen its platform. For instance, they could develop an app to allow cash customers to track betting expenses more easily – this will in turn reduce fraud while improving customer satisfaction levels over time.
Singapore Pools has created an attractive rewards programme for their loyal members, offering prizes such as Toto or 4D tickets, sports bets and other special offers as rewards. In addition, Singapore Pools hosts forums to educate the community on responsible gambling; experts at Singapore Pools work closely with National Crime Prevention Council experts in order to integrate responsible gaming messages into anti-illegal gambling messages.
Singapore Pools was recently certified at Level 4 of the World Lottery Association Responsible Gaming Framework – its highest global standard. Furthermore, Singapore Pools introduced two innovative new bet sharing mechanisms iTOTO and Group TOTO; achieved the SS 564 Green Data Centre Standard; as well as winning BCA Green Mark Gold Plus Award.
