KUALA LUMPUR: Number forecast operator (NFO) Magnum 4D Bhd views its digital transformation as a long-term responsibility, guided by a clear principle of innovation and regulatory integrity.
Executive vice-president and group chief operating officer Datuk Dr Chong Fhui said that, over the years, Magnum has steadily introduced digital solutions across its retail network, internal systems and mobile platforms.
The company has introduced PlayNow, the first among NFO players in the country, which is part of its digital transformation journey, enabling players to capture inspiration digitally, reduce errors and have a smoother experience across physical and digital touchpoints.
Chong stated that these innovations aim to enhance the traditional Magnum experience, emphasising the crucial role of human interactions in player engagement.
“PlayNow was developed by listening closely to our customers. The feature gives customers the freedom to choose their numbers anytime, anywhere – capture that moment digitally, and complete their play later at a Magnum outlet when it suits them,“ he told reporters when asked about Magnum’s rationale for introducing the PayNow function during a media briefing today.
“Many people ask why we do not move fully online. We try to get as close as possible while keeping customers safe and comfortable.
“For Magnum, technology is meant to simplify, not complicate. PayNow focuses on speed, convenience, and safety, allowing customers to generate a QR code instead of writing on paper, saving time and reducing errors. It also speeds up transactions at outlets and reduces paper usage, supporting sustainability.
“Overall, our goal is to make the purchasing experience simpler, more efficient and more convenient, guided by what customers consistently tell us they need,“ Chong said.
He said nearly 500 Magnum outlets are equipped with barcode scanners, with frontline staff trained to assist customers using QR codes and dedicated express lanes are in place to speed up service, reduce errors from manual entry, enhance the customer experience and minimise paper usage.
Chong said from an industry perspective, Magnum believes that innovation and strong regulation are mutually reinforcing.
He said through a digital-assisted retail model, PlayNow demonstrates how technology can enhance transparency, accuracy, record-keeping, and efficiency while maintaining human oversight, safeguards and regulatory discipline.
The digital transformation sets a benchmark for the responsible use of technology and signals that the industry is operationally, technologically, and governance-ready for the next phase of digital evolution.
At the same time, Magnum remains firmly customer-focused and socially responsible.
“We continue to strengthen our retail network, enhance digital experiences where relevant, and maintain clear boundaries for younger audiences, while honouring the loyalty of long-time players.
“Our commitment to the community remains integral, with ongoing initiatives in education, food support, and community development progressing alongside business growth,“ Chong said.
Looking ahead, he said Magnum will continue to prepare responsibly and transparently, in close alignment with regulators. “Our ambition is clear: to build a modern, trusted, and human-centred Magnum that remains a valued and responsible part of Malaysian life for generations to come.”
