Interactive ONLINE PAYMENTS
need for players to seek alternatives.
In “Card Grower” markets, cards account for most transactions but are increasingly supported by regionally relevant APMS. In European markets such as Spain and Italy this usually means e-wal- lets, while in Australia real-time bank transfers such as Poli and BPay are commonplace.
Germany and the Netherlands are notable in Western Europe as markets where APMs already account for a significant share of payments, both in e-commerce generally as well as gambling. In both of these markets, bank transfers are key: iDEAL in the Netherlands, and Sofort and Giropay in Germany. iDEAL requires players to authenti- cate the transaction to show they own the bank account which reduces fraud, making it popular with players and operates alike. Sofort is popular as it requires no additional registration for players and is real-time, meaning operators get immedi-
ate confirmation of successful transactions.
There are many factors influencing the behav- iours in “Alternative Future” countries, where APMs account for significant share already and are expected to see high growth. Broader security concerns and unwillingness to enter card details online in some Eastern European countries mean the correct mix of APMs is crucial. In Poland, for example, this means the local Bank Transfer method Przelewy24 (P24) is essential.
However, as highlighted earlier, for gambling operators it is not always as easy as mirroring what is happening in e-commerce generally, as there can be significant barriers to doing so. Brazil is an example of such a difference. Although card use is commonplace in e-commerce generally, restrictions on online gambling and high levels of card fraud mean APMs dominate. In Brazil this means pre-pay and post-pay vouchers, such as
AstroPay and Boleto Bancario Multibanco.
Most pre-pay products have a funding limit and some will not allow multiple cards/vouchers to fund a single transaction. This poses benefits and drawbacks as players have more control over their spending, but these methods may not be suitable for VIP players. Post-pay methods, such as Boleto Bancario Multibanco, allow consumers to settle their payment at an affiliated outlet or store after making a transaction online. Businesses that accept post-pay methods have to be prepared for delays between the transaction being made and the payment being settled.
Operators should be aware of these differences to ensure players can use the payment methods they want to use. This may mean adding new methods when entering new markets or evolving the payments mix when consolidating market position in an existing and growing market.
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