G3-247 Report SINGLE WALLET GAMING
Aleš Gornjec, General Manager at Comtrade Gaming - Trends show there is shift towards this direc- tion, but it will take a long way to reach this point. Although many land-based players still prefer to play anonymously, cashless systems and player member- ship clubs established themselves everywhere. Once money gets into the casino system it can very conve- niently circulate between machines or tables electroni- cally either using cashless cards or tickets. But in many cases initial deposits and withdrawals are still made with cash and not electronically. There are already many jurisdictions that allow usage of electronic wal- lets to simplify this process (players would deposit cash into their wallet before they travel and visit a casino) because in this way cash transaction are much easier to monitor.
Jan Volhejn, IT consultant, Synot - Surely not. Anonymity of cash is still attractive for many players, especially in jurisdictions where registration is complex and where verification of address and bank account requires additional actions or documents from the play- er.
Luke Alvarez, CEO, Inspired Gaming Group - “Cash is not being replaced in UK street gaming – there are still regulations against using cards in UK bookmak- ers, so cash is very important. Players in the UK also still like the cash experience of putting real money into the machine.”
ARE PLAYERS NOW MORE RELAXED ABOUT PAYING FOR GAMING TRANSACTIONS VIA CARDS, VIA MOBILE DEVICES, AND TO HAVING THESE TRANSACTIONS EFFECTIVELY MONITORED IN THIS WAY?
Luke Alvarez, CEO, Inspired Gaming Group - “There isn’t any other option but to pay on card when you’re playing online or on mobile, so people have got used to it. As it is not face to face some people still feel quite anonymous even though their spend and game play is being tracked.”
Aleš Gornjec, General Manager at Comtrade Gaming - Yes, definitely, but this represents a change society in general towards more and more online trans- actions, people are quite happy to pay for entertainment via cards and gambling is no different to that. With a Single wallet the transactions are becoming more trans- parent and the payment processing is much faster. Mobile devices however are still not that widely used for payments. This adoption is slower and is different from region to region. In some regions it is used for micro payments but not yet for bigger transactions.
Jan Volhejn, IT consultant, Synot - The situation is changing, but there is much variation among countries due to availability of different payment options. Usage data show that younger players are more likely to use a card or mobile payment than the older ones.
Luke Davis, Marketing Director, Playtech - The growth of mobile specific activity indicates that player’s are now more relaxed about paying for gaming transac- tions via a card, via a mobile. By ensuring reliable and dependable systems, operators are starting to gain the trust of a wider base of players and will continue to see growth as long as they commit to doing so.
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Because Inspired is a digital gaming company with server-based VLTs, it’s relatively easy to implement
From a broader perspective, there are still concerns. One of the main barriers operators have with convert- ing land-based players into multi-channel players stems around transactional monitoring. The one-wallet solution goes a long way to counteracting these anxi- eties, with the ability to transact utilising cash being a big draw. Depositing funds at a retail location and being able to use them in any location, across a choice of game content, on any device, is already proving popular with players.
WHAT ARE THE ADVANTAGES FOR THE OPERATOR IN UTILISING A SINGLE WALLET SOLUTION AND WHAT ARE THE MECHANICS IN SETTING UP THIS SOLUTION WITHIN BOTH THE ONLINE AND OFFLINE ENVIRONMENTS?
Jan Volhejn, IT consultant, Synot - Registered play- ers in land based gambling environment have for the gambling operator two main advantages over the anonymous ones: first, better knowledge of the player behaviour for marketing and risk management purpos- es, second, less cash in the shops.
The key element of the single wallet solution is its sim- plicity for the player. Not only single logon for all prod- ucts online, but also one loyalty card working across all land based channels – in VLTs, at betting shop counter,
single wallet solutions. It requires the sharing of information between the land- based data centre and the online data centre. It’s obviously impossible if you have analogue machines that aren’t connected to a data centre or don’t even have SAS or G2S. The big advantage for the operator is having a single view of the player and being able to increase player retention and brand loyalty using rewards and by personalising the customer experience. Luke Alvarez, CEO, Inspired Gaming Group.
and in self service betting terminals.
Aleš Gornjec, General Manager at Comtrade Gaming - We would like to emphasize three major advantages of a single wallet solution:
l Easier player migration across multiple products (bet- ting, casino, bingo) and channels (land-based, online, mobile);
l Enabling a single player view, which brings faster cus- tomer service due to the fact every single data about a player is saved on one spot;
l Great opportunity for cross-selling, as there are no more boundaries and operators can attract players by
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