BettingBusinessInteractive • FEBRUARY 2012
B2B 27
IGT
Entraction poker
products
brought under IGT brand
IGT has invested in its online poker and can now offer a complete end to end system for new egaming operators.
I
GT made the most of the claim that it is the only company that can present an
entire portfolio of gaming solutions for op- timal operator performance for both land- based and interactive casinos at ICE. Online and mobile games showcased at ICE included a full range of premium table and slot games, poker, sports betting and bingo. “IGT is well known for innovation in gaming and we are redefining the gaming industry yet again with an expanded online and mobile line-up highlighting the best products for our global casino cus- tomers,” said Gideon Bierer, executive vice president of IGT Interactive. “This is the first show where we were able to demonstrate the full range of products and services which our recent acquisition of Entraction has enabled us to do. All En- traction products will be shown under the IGT brand.”
IGT believes its poker network is a seri- ous and competitive alternative for exist- ing poker operators and that the IGT Turnkey product provides a complete end- to-end systems solution for new egaming operators, which can offer the full suite of casino, poker, sports betting and bingo gaming verticals alongside the services required to operate an egaming website. The company also launched the innova- tive IGT Cloud, a new service solution that will enable operators to provide seamless
gaming experiences across land-based, mobile and online devices. IGT Cloud efficiently manages reporting functions and game configuration while delivering value to casino operators by utilising Software as a Service (SaaS). Using private, secure services, the solu- tion will allow operators the ability to man- age game content using IGT Floor Manag- er and have access to the largest game li- brary in the industry. The powerful sbX An- alytics tool will empower casino operators to increase marketing productivity and maximise floor-wide performance with a variety of reporting capabilities. “IGT Cloud is revolutionising how casi- no floors are managed and optimised today and in the future,” said Chris Satchell, IGT chief technology officer. “This transformative service will give op- erators new opportunities to offer dynam- ic player experiences and maximise floor- wide performance.” The recently announced IGT Cloud Part-
ner Program allows IGT to drive further in- novation and to continue to define the in- dustry with key casino operator partners all within the cloud. As the program ex- pands to include new casino properties, it will offer its partners operational solutions and engaging products for their players.
CALLCREDIT
Cutting down on fraudulent accounts
Marketing and credit solutions provider Callcredit Information Group identified many potential customers from all around the world at ICE.
C
allcredit’s business development man- ager Gavin Wright has been delighted by the reaction to his firm’s product offer- ing at ICE, commenting that the online sec- tion of the show was ‘buzzing with busi- ness’. Wright was further impressed at the vari- ety of operators at the show and how far they had travelled to London: “We did a big push on our international data proposition, which worked well with the ICE show being such a huge international event. We had a lot of enquiries from all over the world, even as far afield as Australia and India, for our data solution.
“All the PR and marketing we planned in advance of the show paid off and I think that’s the secret for getting the most out of trade exhibitions. It’s all very well having a stand but you have also got to effectively raise your profile and generate real interest in your products and services.” CallValidate’s new Ownership Fraud Alert feature further en- hances their capability to pre- vent fraud by linking the cus- tomer’s payment details back to the identity that owns the card, which
Betfred.com have already begun to use. Wright commented: “Our Card Enhanced feature within CallValidate has been very well received and is a unique sell- ing point for us. Should the card fail to link to that identity our Owner Fraud Alert reveals the surname and postcode of the card owner
through running a ‘reverse check’. There has definitely been a lot of interest in this as it can help cut fraud and improve customer conversion rates.”
Callcredit has a lot of unique fraud alert tools within its system, including such items as Forwarding Address Indicators, Gone Away Warnings and Non Standard Addresses alerts - there are over 70 warn- ings in total. On player registration, these name, address and DOB details are checked against the firm’s huge database, which refreshes from major banks and fi- nancial institutions every few days to en- suring all details are accurate and are up to date, providing a more dynamic dimension than relying solely on public data sources such as the electoral roll.
“Fraud is definitely an issue within the
sector,” Wright commented. “As the num- ber of registrations to game online signifi- cantly grows and CallValidate is all about improving player acquisition, however, it goes without saying that there will be more attempts to commit fraud as the business grows, which is pretty much a precision balancing act. The introduction of new mobile applications and platforms is making the industry very exciting but it’s important that operators stay one step ahead of the fraudsters and ensure that they don’t become easy targets - it’s my job to make sure they don’t and that they get access to the best ID verification and fraud prevention tools available.”
GAVIN WRIGHT: ‘FRAUD IS DEFINITELY AN ISSUE’
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