Interactive IDENTITY DATA INTELLIGENCE
about the speed, use of the mobile and the player experience. If you look at the most recent adverts from an operator such as William Hill, they came away from "just gambling." Most of the operators position themselves as technology providers, but William Hill's ad was all about speed, it was about access - it wasn't giving odds or shouting about in-play - it was appealing to technology-savvy people. From our perspective it's about how we can help operators achieve that differentiation.”
If a player is registering for a gaming site - the player and the operator want as few friction points as possible. From an identity perspective and a regulatory approach, the operator asks: “what's the minimal amount I can take in terms of information from the player?” For a UK-based site, you can get really good traction from a simple: name, address and date of birth entry, butt he moment you start asking for more information the journey elongates, and certainly once you get to the point in which you're asking for documents, you're putting big obstacles in front of that player.
IDENTIFYING THE PROBLEM Over the last 4-5 years, player identity and
compliance has constricted to a single view, what can we do with the least data possible? From a UK perspective, there are data sources out there that GBG can use to give the operator maximum confidence that they are hitting their compliance levels. What’s different is that in the last two years or so, the usage of that data has also changed.
“What can you learn over and above the fact that the player is on the electoral role and over 18?” poses Mr. Murray. “Adding new sources of identity data - the online data of what someone is doing online - and putting a value on it is today’s focus. Personalised messaging has proven to be a key differentiator - making that player feel like a VIP, irrespective of whether they are a high value spend customer, or just spends a small amount a
The Gambling Commission in the UK is shifting to a model of responsible gaming through ‘means-testing.’ Online operators are also going to be part of a national self- exclusion scheme coming by the end of the year. They are going to have to put into place much more stringent processes around responsible gambling and to do this, they’re going to need more and more data.
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couple of times per month. Te big driver for identity companies like GBG, is that we can aid the operator in knowing as much as is practically possible about that player, and help them to react appropriately. Te regulator wants the same thing too - they want different messages to different people.”
An operator might want to use personalised messaging from a marketing point of view, while a regulator wants to enable it for social responsibility and responsible gambling messaging. “You need to give different messages to different people at different points in the customer journey,” underlined Mr. Murray. For example, if someone is identified as a problem gambler, you really need to be offering advice, support and help, not sending more gaming options and offers.”
SIGNING UP ON MOBILE It’s a simple fact that you can navigate more
quickly on a laptop as opposed to a mobile, but the challenge for most operators is that people want to be on their mobile, not tethered to the wall. Te latest figures from most of the big online gaming brands is that aground 60 per cent of players are interacting with them on their mobile device. So the challenge is to give them the functionality of the laptop on their mobile.
Tis has been the challenge for a number of years. Te industry is increasingly mobile driven. Certainly with the younger generation, the challenge for the technology is to deliver the experience of a laptop on mobile. Te challenge for GBG is - how do you make the experience of inputting information quicker on a mobile. Power-search, where the address is added automatically, mobile solutions that deliver upon that. “Mobile sign-up need to feel more streamlined,” said Mr. Murray. “Te challenge if you're on a mobile, is that you don’t want to start typing you address into the site. Can’t I just enter my postcode and let functions such as GBG’s ‘power search,’ which is like a Google search, do the rest? It’s a question of how little can a user enter before the correct results appear so they can click and continue quickly.”
MORE SECURE ON MOBILE OR LESS? Security is a big issue - if you look at the way
most people interact - mobile has to be as secure as every other type of connection. “Players must take some responsibility personally too, but having just been part of a seminar discussing the dark web - in which 96 per cent of the Internet is used for nefarious activities, while the remaining four per cent is used by the rest of us, we have to protect players at all stages of the process,” states Mr. Murray. “Tere are systems out there as sophisticated as the online retailers for the selling of user data. People are potentially less careful using their mobile than their PC. I think people are become more savvy, but it’s still a major concern.”
MANAGING THE VOLUME OF DATA From an identity and compliance perspective,
when you look at the UK, the confidence level is extremely high because there is so much data available to cross reference against. Te electoral roll is just one element of a person’s current electronic footprint. In an environment with regulation over time, you realise that nothing is 100 per cent. However, if the question is "Has the operator done everything possible with the data available to them to comply with the regulations? If that's the case then that's acceptable from a UK regulator's perspective. What you do with that data beyond pure compliance is the interesting part. Who do you use that data to tailor your message? If you know that a player likes in-play betting and always bets on one particular team at a certain time and certain point in the month, you can start aggregating that data and using it to send a stronger and more relevant message.
“We have concentrated on the analytical data, the behavioural analytics of the user on the site,”
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