How Yeo Transformed Singapore Pools
sgp pools is an online betting platform that allows users to place bets on sports and other events. It offers an array of bet types, from predicting the outcome of one event to multiple outcomes in parlays. It is easy to use and suitable for all levels of players, from novices to experts. It also has a variety of promotions and bonuses that are available to new and existing customers.
When Singapore Pools first launched in 1968, the organisation was established to provide a safe and trusted alternative to illegal gambling, which was then rife in the country. It was a not-for-profit entity that channelled 99% of its surpluses to the Tote Board for funding the arts, community development, sports, education and health sectors.
Over the years, Singapore Pools has expanded its roster of products. The oldest and most popular is Toto, a 6-out-of-49 state lottery game that has been around since its inception. In 1969, Singapore Sweep was introduced, followed by 4D in 1986. In 2008, the company introduced sports betting to its portfolio, which includes football, motorsport and horse racing.
In the 2019/2020 financial year, Singapore Pools collected close to S$9 billion in bets. This was a record high for the organisation, and 97% of bets were placed legally. Of this total, S$6.3 billion went back to winners in the form of prizes and tax rebates, while S$2 billion was redirected to the Tote Board for community development and charity work.
When Yeo joined the company in 2021, he made it his mission to transform the organisation’s customer touchpoints and digital channels. He and his team began by converting the company’s traditional counter-service outlets to online and mobile channels, making it easier for customers to onboard, manage their accounts and bet online.
Additionally, he and his team developed an app that enables customers to check their bets and withdrawal history at any time, regardless of their location. This made it convenient for customers who were travelling and couldn’t access their brick-and-mortar Singapore Pools outlets. They also deployed PADS4 to display responsible gaming messages, event updates and realtime betting data across all their outlets and branches nationwide. This ensured that all staff were able to consistently promote the company’s responsible gaming campaign, helping their customers play responsibly and stay within their means. They are also able to monitor the performance of their betting products in realtime, which leads to better decision-making and more informed bets.