Finnish gaming monopoly Veikkaus has recently released customer data showing that 7% of players are responsible for 50% of all takings.

In the first half of 2021, approximately 1.7 million customers played Veikkaus games, meaning that half of the company’s revenue came from just 119,000 players.

In an even more startling revelation, when considering Finland’s gambling industry as a whole, 50% of the money spent on gambling comes from only 2.5% of players.

Lauri Halkola, Veikkaus Director of Data and Analytics, commented: “This information gives us a positive message that the direction of our responsibility measures is the right one. The reading is based on data on identified gambling and covers the majority of euros played to Veikkaus, including slot machines.”

This comes off the back of Veikkaus taking more active measures to improve its domestic reputation.

A survey conducted in 2019 by Finnish polling specialist Bilendi on behalf of iGaming affiliate Kasino Curt claimed that a majority of Finns were in favour of abolishing the Government-owned gambling company.

In January, Veikkaus took a major step towards improving its image when it added compulsory ID verification controls across its network of slot machines.

So far, 80% of players are registered, with the end goal of all Veikkaus gaming being authenticated by 2023 as the company looks to create “a safer and more responsible gambling framework."

“We have taken and will continue to take measures to prevent gambling problems in advance. Our goal is also to significantly reduce the share of problem gambling with our solutions,” Halkola continued.

The results of a recent ‘Trust & Reputation survey’ displayed an improvement of the company’s image in the eyes of the general public.