ONLINE PAYMENTS
successfully address the region’s general reluctance to complete online transactions due to security fears, account restrictions or an inaccessibility to credit cards. With this comes the need to simplify and
standardise the payment process across regions, while offering consumers greater speed and convenience. Online gaming operators must provide a user experience that makes consumers feel confident and secure. This stems from how operators
As mentioned earlier, getting closer to the
customer in the markets you serve into is vital in maintaining an effective payments process that embraces all of the necessary components of security, verification and accessibility without detracting from the usability of the solution. The fragmented regulatory landscape in iGaming globally makes this a complex task, with operators having to adapt accordingly to each different market they enter to remain compliant with regulation, whilst also giving the market demographic payment solutions that are relevant to their culture and the technology they have access to. This brings us to the concept of localising what you do and what you offer to be relevant to each market you serve. This matters just as much for payment providers as it does for operators.
“Online gaming operators must provide a user experience that makes consumers feel confident and secure”
LOCALISATION Addressing local traditions and cultural factors is
key to engaging and exciting consumers and producing gaming experiences that people will spend their time and money on. Online gaming companies will need to know who their consumers are, understand their changing needs and behaviours, and use payment methods that support the local perspective equally well. As a result, there will be greater pressure on payment providers to meet increasingly high standards but it does also present significant opportunities to expand their product base and offerings. Localisation of payment services is imperative
across regions. For example, online gaming spend is expected to grow at a much faster rate in Asia Pacific than in the EU, US, or LATAM in the next five years; however, such growth is contingent on companies offering payment methods that
“Payment service providers need to be fully aware of what is happening around the world, but specifically at the local market level”
present and market their sites, the software behind it and the way in which payments are presented and processed. Payments are an extension of an online gaming company’s brand and can be a valuable tool for building awareness and loyalty. Gaming companies that recognise that truth now will likely be in a much stronger market position come 2015. Ultimately, localisation breeds relevance, and in such a fast changing marketplace that is developing during times of real technological advance, the ability to accurately target players in each market you serve with the right products and services will become an integral component of any successful business strategy.
Commercial Director, EntroPay Andrea is responsible for managing the sales
Andrea McGeachin
team and maintaining and growing revenues from EntroPay. This includes increasing market share within the igaming industry and looking to grow in new industries and geographies. Prior to joining EntroPay, Andrea was commercial director at Ukash.
EntroPay works with most of the top 50 iGaming operators to optimise their payment processes and enhance the overall player experience. They help companies implement best practices that have been shown to increase deposits while boosting operational efficiency. Their payment solutions increase approval rates and recapture lost customers, while strengthening customer loyalty by offering players instant payouts and more convenient payment and withdrawal options.
NOVEMBER 2012 59
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