Interactive IDENTITY DATA INTELLIGENCE
yes. Te brand differentiation is key, it’s about understanding your customers - if you go back five years the industry was all about acquiring new customers. Now they have realised that the most valuable asset they have is sat on their database. How do you engage more with that person? You have to take what you understand about the player that’s already connected with your brand and use that data to make them want to spend more time with you.”
PLAYERS DISSATISFIED WITH SIGN-UPS A recent article in Te Times newspaper in the
UK, saw PaddyPower addressing a large volume of customers dissatisfied with their experience with the major gambling brand. However, when you examined that process, they were actually unhappy with the fact that they were delayed at the point at which they wanted to withdraw their money. PaddyPower had chosen to implement additional AML checks at the end stage of the transaction process, as opposed to the beginning. “PaddyPower got players onboard quickly, because they didn't want to slow down the experience at the beginning with AML checks, but by slowing the process at the end, they upset players trying to withdraw their funds,” explained Mr. Murray. “PaddyPower was following the regulator's instructions, but why were they doing this right at the end of the process. From a customer journey perspective, this should be done at the beginning, so that when the money is due to be paid back, it's a great customer experience - not an appalling one.”
game of choice or even suggest similar sports for that player to bet on through targeted marketing messages. Consequently, these recreational players – those that bet regularly for enjoyment – are encouraged to engage more often with the operator that understands their preferences.”
ANY DEVICE, ANY TIME Te research also revealed that the majority of
online gamblers (43 per cent) use their laptops/desktops to place a bet whilst one third (33 per cent) use their smartphones. For those gamblers that frequently bet on a laptop, the main reason cited for doing so is because the site’s interface is easier to navigate (44 per cent), compared to just 27 per cent of those respondents who said this about using the smartphone. Yet, for those that favoured betting on a smartphone, convenience was cited as the main reason for doing so (47 per cent), compared to just 30 per cent of those who said this about betting using a laptop.
“Whilst the smartphone is the most convenient
device for gamers to place a bet on, they are having to sacrifice this convenience for a better user experience on a laptop,” said Murray.
“Tis reliance on laptops and desktops severely limits the potential location and frequency of play. Terefore, by creating smooth interfaces for players using mobile devices, be it developing high quality mobile apps or through switching to simple, responsive site designs, operators could provide users with both the ease of navigation and level of convenience they clearly crave.”
CONDUCTING THE RESEARCH Te data gathered by GBG’s latest research was
specific to people that gamble and was aimed at guiding GBG in the right direction so that the company can devise new solutions for operators. “What came out of the research is that players want personalised messaging. Tey want operators to deliver a message specifically for that customer. If all you receive is a random un- targeted message, it disincentivises players. If you get it right, will they engage more? Te answer is
Technology can speed up processes, but operators must look carefully at where they put those touch and friction points. According to GBG, they should always front-load the process, so as to make it as frictionless as possible at the end of the journey. “If you're a UK operator you're going to have little choice soon,” said Mr. Murray. “Te 4th Money Laundering Directive is coming, and you're going to have to implement a strong front- end check. It's a very competitive market and if you treat them badly, customers are just going to walk somewhere else. My advice is to get as much as you can out of the way up front.”
VERIFICATION AS A STARTING POINT Traditionally people know GBG from ‘Know Your
Customer’ (KYC), anti-money laundering and identity validation. Te space where the operator needs to verify that the player is who they say they are. After which the site's interface takes over. However, as Mr. Murray points out, that’s literally just the starting point.
“We started back in 2003-04 in the verification space, but as the market has grown and moved progressively towards mobile gaming, our focus has become the customer journey,” stated Mr. Murray. “Tere is a big push by the operators to differentiate themselves in a contracting marketplace with the mergers and acquisitions. Te big drivers are the M&A activity and it's all
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