NORWEGIAN GAMBLING MONOPOLY GEARS UP MARKETING TECHNOLOGY

12 October 2007

New digital media system will speed up marketing communications


Norske Tipping AS, the state gambling monopoly in the reportedly anti-gambling Nordic country appears to be gearing up its marketing capability with the installation of a Cisco Digital Media System, a "....comprehensive digital signage solution for approximately 4 000 point-of-sale locations nationwide to deliver timely and targeted marketing communications to customers."

At the recent EiG conference in Barcelona, Norwegian government adviser Rolf Sims stressed the Norwegian government's opposition to gambling, describing as "political suicide" any attempt to legalise online gambling. He went on to confirm that the government was about to introduce a Norwegian-style UIGEA to stop financial transactions with online gambling companies (see previous InfoPowa reports). The Norwegians justify the need for a state monopoly to guard against "problem gambling."

The new Cisco high-definition video solution has contributed to reductions in the annual cost of printed marketing material to retailers and is creating a solid foundation for in-store advertising sales and interactive gaming.

The Cisco Digital Media System was rolled out to Norsk Tipping's nationwide retail network in just six months, helping the company to be one of the first to market in Norway with an in-store digital signage network.

The new solution helps Norsk Tipping offer interactive, multiplayer games to counter the growing competitive threat from online gaming sites. With hourly broadcasts, Norsk Tipping plans to deliver visually attractive, dynamic and targeted advertising.

It can broadcast up-to-date data, such as jackpot information and current odds for Norsk Tipping's sports betting service, in real-time over the network.

Norsk Tipping also uses the Cisco Digital Media System to segment its advertising, targeting its marketing messages based on the retail outlet's focus. For example, Norsk Tipping can target its marketing to different types of customers betting on specific games at specific times of the day.

This segmentation, combined with more compelling in-store advertising, will help drive incremental sales for Norsk Tipping.

The digital signage system is remotely managed from Norsk Tipping's headquarters and requires no on-site technical support in the stores, which significantly reduces operating costs.

"The Cisco Digital Media System helps us to deliver the right communications, at the right time, to the right customer segments to generate incremental sales," said Stein Onsrud, technology advisor at Norsk Tipping.

"Norsk Tipping is an excellent example of how the Cisco network can be the platform to help retailers drive sales through more cost-effective and compelling marketing and advertising," said Thomas Wyatt, general manager of the Digital Media Systems business unit at Cisco.

Stein Onsrud added: "With its flexibility and scalability, the Cisco Digital Media System is helping Norsk Tipping to strengthen its brand, increase sales, make it more attractive for retailers to sell our products and maintain customer confidence."

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