In Norway the State issues permits to gaming companies, and Norsk Rikstoto has the concession for all gambling on horses. Norsk Rikstoto is also mandated to redistribute as much money as possible to the active element of equestrian sport. This takes place in the form of prizes and money for breeding and research. In 2010 NOK 620 million were distributed to equestrian sport in Norway.
Norsk Rikstoto’s most important source of income is its agents, who generate more than 75 per cent of revenues. It is also there that most new customers are recruited, although Norsk Rikstoto is also growing online.
To continue to grow, Norsk Rikstoto must find more customers. They do this by finding new target groups.
“One new group we’ve identified and are investing heavily in is people who play V75 on so-called ‘Lyntoto’ machines. The machines require no previous knowledge and automatically print a unique coupon for each player.”
New target groups also make tougher demands on presence.
At present Norsk Rikstoto has 1,570 agents, but by 2015 there will be 2,000.
“We must have a presence where Norwegians are out and about, and this means that we have to be there in places like supermarkets that are open at evenings and weekends,” says Carl Fredrik Stenstrøm.
Norsk Rikstoto is developing its own gaming terminals, where receipts and tickets from Stralfors are then used.
The quality of the paper is incredibly important for Norsk Rikstoto. Once the paper has been printed in their machines, it must also be possible to scan it again when the customer returns and presents his or her ticket.
“Stralfors is a world leader in this area, and we’re customers because it’s important to us that everything works as it should,” says Carl Fredrik Stenstrøm.
Stralfors also supplies Norsk Rikstoto with logistics. Terminals, monitors and in-store displays are all packed up and sent together with receipt rolls and tickets to Norsk Rikstoto’s agents all over the country.
“The advantage for us is that we avoid having to choose suppliers, compare prices and worry about everything getting there on time. Stralfors takes care of all that,” says Carl Fredrik Stenstrøm.
Digital solutions are taking over the information at the agents’ premises completely. Posters, programmes and other information on paper have been almost totally replaced by information screens. The same information appears on our websites.
“Furthermore, 25,000 users have registered for a new mobile solution. There’s major potential there,” says Carl Fredrik Stenstrøm.