SECURITY
anonymous social identities to which they can detect any fraudulent activity. The 360 degree view also allows online gaming companies to distinguish between fraudulent and ‘good’ gamers, VIPs and problem gamers.
Monitor monitor monitor GBGroup’s new transaction monitoring technology
allows gaming companies to monitor all steps of the gaming process – from on-boarding to engaging. It:
• Rapidly captures player identity contact details across all touch points (face-to-face, telephone and online) • Verifies a player to determine if they’re of legal age to gamble, helping reduce fraud against the company and meet stringent compliance standards set by the regulators
• Cleans, suppresses, de-duplicates, corrects inaccuracies, appends additional contact information and standardises all identity data so everyone in the organisation has the same, shared, single player view • Improves communication that can be personalised and automated to react to the player’s last interaction • Analyses player behavioural patterns to improve customer retention (e.g. predict when a player is likely to lapse to activate retention campaigns) • Gathers player experience, feedback and opinion about the brand via our social media monitoring service • Sets up loyalty campaigns to increase share of wallet, personlised interaction and player longevity • Traces players to their new address (e.g. to re- activate the relationship)
GBGroup’s transaction monitoring software detects inconsistencies – comparing what users have done previously and what they’re doing now. All of this is done in real time, which is vital for this type of industry where money is at stake!
Finding frauds There are a number of activities which can flag up
a fraudulent customer which include, but are not limited to: • Inconsistencies with ID information • Payment behaviours • Historical behaviours • Bank account details • Links to social networks • Document verification
If you’re wondering how GBGroup can source this information, the coimpany can look into historical behaviours using Connexus, an online 1:1 lookup tracing tool that allows customers to search for, investigate and contact individuals quickly and responsibly. It combines multiple datasets to give the most comprehensive current and historic view of UK individuals including their name, address, telephone number, date of birth, email address and much more. It also allows users to see who people are living with
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or have lived with, who their neighbours are and if they are linked to any businesses. This can all help in detecting fraudulent activities and do it in real-time.
Systems in place A robust Identity Intelligence strategy has become
essential to the survival and ongoing viability of a number of different industries. GBGroup operates in a number of different industries including finance, insurance, legal, retail and of course gaming. Real-time monitoring systems are particularly used among financial clients due to their sensitive nature. Unfortunately GBGroup can’t provide statistics on the results which companies have gained from using real-time monitoring systems, but can detail that they have been very positive. Sky Betting and Gaming has worked with GBGroup
for over eight years. GBGroup provides Sky Betting and Gaming with identity verification solutions and, as it looks towards further international expansion, GBGroup’s solutions ensure Sky Betting and Gaming are ready for the challenge of new jurisdictions as well as maintaining regulatory compliance. SkyBET are keen to work in partnership with GBGroup to help develop services to help extend their range of identity intelligence solutions into the transaction monitoring area. The company now has tools to react to the ever changing customer behaviours, regulatory landscape and industry trends.
Future users
With behavioural analysis and responsible gambling now being integral parts of the process, the company is already in discussions and trials with other operators. The engagement of GBGroup depends upon the offering of the online gaming company in question. Companies must want to have a smooth customer journey in order to seek this technology. Regarding the possible future security needs, this
comes back to being able to cope with globalisation of the marketplace; online gaming companies will need to comply with jurisdictions as well as maintain regulatory compliance. As these companies grow across borders, so will their need for identity verification technology – it’s all about being futureproof.
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