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SoftwareOne case study
Norsk Tipping invests in AI knowledge for responsible gaming development
AI and technological innovation are rapidly advancing in the gaming industry. The technology offers great opportunities, but for a company like Norwegian Tipping, where responsible gaming is a primary goal, artificial intelligence also presents several ethical dilemmas. Therefore, several employees, including top management, were sent to an AI course provided by SoftwareOne (formerly Crayon).
Challenges
- No unified AI understanding across the organization
- Need for responsible and ethical AI use
- Limited AI competence among the workforce
- Difficulty leveraging AI in business areas.
Project Summary
Norsk Tipping partnered with SoftwareOne to implement an AI competence program, building a unified understanding and ensuring the ethical use of AI while enhancing workforce expertise to leverage AI effectively across various business areas for responsible gaming.
Business Outcomes
- Enhanced AI expertise across all levels
- Increased innovation and idea generation
- Improved operational efficiency
- Responsible and ethical AI usage
- Strengthened organizational foundation for AI applications.
Over two million Norwegians placed a bet or gambled at Norsk Tipping during 2023. This included everything from traditional lottery tickets to Oddsen (advanced and live sports betting) and newer games like Yezz (different games based on random draws) and KongKasino (online games with elements of skill, bonus games and jackpots). With such a large number of Norwegians leaving their digital footprint on Norsk Tipping's platforms, AI can create significant opportunities if used correctly.
At the same time there are dilemmas related to how the large amounts of personal data should and ought to be used, especially when it comes to the marketing of gaming services. Despite having many IT specialists, the company recognized that AI’s vast scope required broader knowledge and expertise among its employees.
“We wanted to build a common foundation for AI understanding throughout the organization. The goal was to ensure the responsible and ethical use of AI technology,” says Per Kristian Mengshoel, Head of Business Development at Norsk Tipping.
SoftwareOne has extensive experience with AI training and implementation, which made it a natural choice for Norsk Tipping to select it as a partner. SoftwareOne’s delivery included a comprehensive AI competency program designed to accommodate the entire organization, from specialists to top management.
“The courses from SoftwareOne were well-structured, engaging, and tailored to our needs. Through the courses, we increased awareness and competence, and we had many great discussions, both technically and, of course, around ethics. Many of these ideas and initiatives we will follow up on in the future,” emphasizes Technology Director Helge Løken, who has been an active participant and contributor to the competence program.
- Client
- Norsk Tipping
- Industry
- Other
- Services
- Digital Workplace
- Country
- Norway
Comprehensive AI competence
SoftwareOne’s AI competency program, called “AI for the People,” was conducted in two rounds. The first round consisted of two series of workshops for two groups of 15 participants, and the second round expanded to include four workshops of three hours each for 40 participants, as well as a specialized three-hour workshop for top management.
“The entire organization gained increased AI competence and a holistic understanding of the field. We discussed how we can use AI positively in our marketing efforts, in addition to now having a stronger foundation for responsible and ethical use of AI,” says Løken.
Norsk Tipping's mission is to facilitate a responsible gambling offering and to prevent the negative consequences of gambling. Over seven billion kroner were distributed to various community-beneficial purposes in 2023.Its work against gambling addiction is especially important for Norsk Tipping, and last year, over 3500 players received proactive calls from the company.
“In the idea meetings, it was discussed, among other things, how AI can be used to detect potential gambling addicts even faster and more accurately. We have high expectations that AI technology can help us in the coming years,” explains Mengshoel.
Norsk Tipping is now beginning on prioritizing and implementing some of the many ideas generated from the AI training. The company is planning on leveraging AI to improve operational efficiency and further develop its products and services. They are also considering continued collaboration with SoftwareOne to expand AI training and support.
About Norsk Tipping
Norsk Tipping AS, a state-owned company operating under the Ministry of Culture was established in 1947 and is headquartered in Hamar, Norway. Norsk Tipping holds the national monopoly on a variety of gambling games, serving as a social policy instrument to prevent gambling-related problems while ensuring that profits are directed towards sports, culture, and humanitarian purposes. Through initiatives like the Grassroots Share, players can contribute part of their stakes to local clubs and associations. The company is committed to operating efficiently and cost-effectively, with a strong focus on social responsibility.
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