54 B 2 B “”
Beattie McGuinness Bungay were very clear from the outset that we should create a modern view of the famous Vegas strip and, through use of bespoke typography and contemporary design, we’re all really pleased with the final results.
Mike Moloney Creative director, ART & GRAFT
ID SERVICES No
JAMES BLAKE: ‘FRAUDULENT ACCOUNTS AND UNDERAGE PLAYERS NEED TO BE QUICKLY IDENTIFIED’
identity crisis for
Paddy Power
Callcredit has teamed up with Paddy Power to ensure the bookmaker’s Know Your Customer systems are cutting edge in 2012.
provide a tailored identity verifi- cation service for its online gaming con- sumers.
P
The bespoke identification and verifica- tion software allows Paddy Power to check the identity of players signing up to its on- line betting site, both within the UK and in- ternationally. The prevention of underage betting and identity fraud is a significant concern in the online gaming sector, how- ever, effective verification tools can help re- duce this risk. Callcredit’s intelligent system processes bulk files of player identification records provided by Paddy Power and give a confi-
addy Power, Ireland’s biggest bookmaker, has selected Call- credit Information Groupto
dent pass/fail decision, using data drawn from international sources (with data held for 130 countries) and UK records, including court judgements, insolvency data and the electoral register. The service is designed to work in real time while maintaining high ver- ification rates, reducing the costs and time involved in checking new players. Callcredit offers a range of products to verify identity and reduce fraud across a wide range of sectors.
Andy Ryan, customer security manager with Paddy Power, said: “Know Your Cus- tomer has become increasingly important for both compliance and fraud detection purposes. We needed a solution that could deliver a worldwide approach to customer verification.”
Ryan explained that Paddy Power made the decision to sign up with Callcredit based on a handful of criteria: “When choosing a verification supplier to work with, we looked at four key areas: match rates, intel- ligence, support and cost. I’m pleased to say that Callcredit performed well in all four areas. We have improved our UK and inter- national match rates. We received excellent support throughout the integration process and continue to receive professional sup- port through our client manager. The pricing model suits our needs and the service shows great value for money. Callcredit’s approach to deploying con- sumer information brings together experts across the fields of credit referencing, mar- keting services, interactive solutions and
consultative analytics to provide clients with a range of innovative and effective products to discover new customers and to engage with current customers to optimise and increase profitability.
James Blake, head of sales at Callcredit, said: “Online betting has never been more popular and Paddy Power is one of the lead- ing names in this field, but this increased consumer interest is not without risk. Fraudulent accounts and underage players need to be quickly identified, without com- promising the verification of genuine play- ers. We’re delighted that Paddy Power recognised that Callcredit’s depth and breadth of UK and international data, used in our range of identification and anti-fraud tools, were the ideal solution.”
Back office
Art & Graft, the creativeani- mation and live-action studio, has brought the excitement and neon lights of a Las Vegas casino to life in two new ads for William Hill Casino. The studio directed and produce two 30-second HD ads.
BettingBusinessInteractive • JANUARY 2012
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