Singapore Pools


The Situation

Singapore Pools limited is a state-owned lottery subsidiary company. As a wholly-owned subsidiary of the Tote Board, they are the only legalised lottery operator in Singapore. Although ‘Responsible Gaming’ had been part of Singapore Pools’ philosophy since 2004, it was not well-publicised. Singapore Pools approached Akimi to create a hip digital campaign to promote the concept of Responsible Gaming among their customers and the general public.

To raise awareness, Akimi created an iPad optimised web application where participants played a short ‘Spot the Difference’ game and were then prompted to answer some quiz questions on responsible gaming. To encourage mass participation, we stationed volunteers outside Singapore Pools outlets.

Our Solution

The toughest part of this project was to create a design with mass appeal, especially since the target segment for Singapore Pools is very broad, whilst not deviating too much from the corporate branding guidelines. After many revisions, we created an illustrated image of a typical Singapore Pools outlet with additional cartoonish images to spruce up the overall attractiveness of the site. The bilingual website featured both English and Chinese to be understood by most Singaporeans.

The Result

Our client was happy that customers were enthusiastic about the game and eager to participate. Many of them were more than willing to oblige the game volunteers and walked away with a deeper understanding of responsible gambling. At the end of the campaign, data collected reflected that the level of awareness of Singaporeans on Responsible Gaming had strengthened.

Services Provided

  • Overall Project Management and Maintenance During Campaign
  • Website Development and Maintenance
  • Web Design and User Experience
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