SBC News Voice of the Sports Betting Industry
Scientific Games (SG) has strengthened its partnership with Danske Spil by modernising their joint offering for players in Denmark.
SG’s player account management system, also known as PAM, will now be deployed to support digital and retail play for Danske Spil’s lottery and gaming businesses – offering easy access to instant and draw games, as well as casino, bingo and sports content.
PAM is tailored to provide streamlined player registration, a segmented wallet and RG tools for each game category across digital and retail channels.
The system represents one of the latest components that are part of SG’s technology arm, and will be deployed in action to replace the previous PAM version that has served Danske Spil since 2016.
Mikkel Müller, Chief Information Officer of Danske Spil, commented: “The SG PAM solution supports Danske Spil in driving performance in responsible gaming and responding effectively to changes in the marketplace and consumer preferences. We look forward to continuing our strong collaboration with Scientific Games to support our business.”
Scientific Games has worked closely with Danske Spil for more than 20 years, granting it access not only to PAM but also to its proprietary SYMPHONY gaming system.
It has also supported the Danish lottery’s operations with the provision of instant scratch games and the deployment of its WAVE terminals across retail locations.
Matthias Müller, VP of International Lottery Systems Sales and Marketing for Scientific Games, added: “Danske Spil’s innovative vision continues to lead the way for the global lottery industry.
“We are excited that the Lottery’s leadership has once again chosen our modern, flexible lottery omnichannel ecosystem, and we look forward to collaborating with its technology teams to integrate SG PAM with our new gaming system.”
