Interactive IDENTITY DATA INTELLIGENCE
Means-testing and anti-money-laundering initiatives are changing the landscape for player identification. GBG releases its latest research into the player journey and discusses with G3 the changes coming to the UK online gaming market
Over two thirds believe gaming experience can be improved
New research from identity data intelligence specialists GBG has revealed that a startling number of online gamblers (69 per cent) believe their gaming experience could be improved – highlighting a huge market opportunity for gaming operators.
Peter Murray Head of Gaming, GBG
Peter is responsible for managing all aspects of GBG’s dedicated gaming solutions. He works with a team of sales, development and technical support specialists that are responsible for product development and service delivery across the groups extensive worldwide Gaming client base. He is GBG lead with global regulators and has spoken at many industry events including testifying in the US on AML , Fraud and KYC compliance. He specialises in online identity in the regulated environment.
Over a third (35 per cent) of gamblers believe their online gaming experience would be improved if they could enter less information about themselves when signing up to a gambling site whilst more than one in ten gamers (15%) believe the sign-up process to needs to be faster. With over half (58%) of ‘strategic’ gamblers and a third (34%) of ‘recreational’ gamblers admitting to be signed up to more than one gambling site, the pressure to deliver the best customer experience, to remain competitive, is on.
“Te challenge for many operators is balancing a fast onboarding experience with the duty of ensuring they take responsible gambling compliance seriously,” said Peter Murray, Head of Gaming at GBG.
“Know Your Customer checks are traditionally viewed as a matter of compliance. However by using the data collected and the intelligence gained to implement such checks at the point of sign-up, an operator can not only identify fraudsters and protect any underage or vulnerable players, but also collect and enhance valuable information about legitimate gamers.
P72 NEWSWIRE / INTERACTIVE /
247.COM
“Tis can assist with identifying potential ‘VIP players’ from the outset, enabling operators to deliver more targeted marketing messages and personalised promotions – all of which encourage an improved experience and an individual customer journey, and customer loyalty. Operators, then, need a solution that conducts global identity checks in a matter of seconds, to register and verify gamers as quickly and painlessly as possible.”
THE PERSONAL TOUCH Over a third of respondents (34 per cent) in the
survey agreed that highly personalised promotions encourage them to remain loyal to the brand. It was the recreational and strategic gamblers who were most likely to agree with this statement, 53 and 55 per cent respectively.
Murray added: “Tese findings unearth a huge
opportunity for online gaming companies. By gaining a better understanding of players’ gaming habits, operators can create player profiles, send personalised promotions to that player about their
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