be from the customer experience, or responsible gambling, it's not enough to know that a person is on an over 18 database, operators will need to know if that player can afford to play. A little like the payday loan sector several years ago, it's not enough to know that you can take a loan, you have to know if a person can afford it.
Te 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. Tey 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.
Being allowed on to a site is just a small part of the process going forward. Operators will have to understand who you are, what you do and can you afford to be playing in this manner. Te operator will need to act and respond accordingly, especially in the messages they deliver to the player. Using data to segment players into those that can and can’t afford to play is the new maxim. Te UK Gambling Commission is concentrating on those on low-incomes, council house tenants and unemployed, and is asking operators: “why are you allowing this person to bet a lot of money?” Te operator will have to be delivering a different message to this segment. Giving them time-outs, questioning their bets - do you really want to be playing? Tat's the focus of the regulators right now. No operator wants to be offering bets to a problem gambler, but in future the onus will be on the operator to identify those players, monitor them and make sure they are being protected.
Knowing that your player is over 18 and eligible to play is part of today’s criteria of compliance, but in the future, it’s only going to be a starting point as far as new regulations are concerned.
stated Mr. Murray. “It's not just using data sources, it's data that links identity to betting activity and spend, which creates a stronger understanding of the individual, because we're using specific data.”
GAINING MORE MOBILE USER DATA It’s simply more valuable gaining information
about a mobile user than any other. In the US, the use of geo-location technology is providing operators with huge advantages as there’s big interest in knowing where your players are, as opposed to just who they are. A great deal of this data is gathered to ensure that players are complying with state-laws. If you're in New Jersey,exactly how close you are to the border? States that allow online gaming want to ensure that they keep taxes in that state and ensure gambling is legal.
“I think in the short term we have reduced to the minimum the amount of information a customer
can provide as part of the registration process. We have it honed to an art here in the UK, but for identity suppliers, how do you create a centralised identity that you might be able to port to different areas,” outlined Mr. Murray. “For example, we supply a government scheme, ‘
gov.verify.’ If you want to change your passport or driving licence, we are one of the companies that provides that solution. If in the future there was a centralised database in which we could port that data across a number of sectors - that's the holy grail. At the moment we have very reliable and robust data sources, that regulators are happy with. At the moment it's as slick and easy as we're going to get, but in future - things will be even faster.”
CUSTOMERS ON THE DATABASE Once the compliance check is complete, the real
focus is upon finding out more information and adding that data to the player profile. Whether it
Te regulators are threatening the industry with massive fine. If you can spend hundreds of millions on advertising, you can spend a few million on putting a responsible gambling programme in place - and it’s something that the big operators won’t have a choice but to comply. “It is the right thing to do - from a press and government point of view,” stated Mr. Murray. “Te industry continues to have toxic overtones because of problem gambling - it is so easy to hit this industry with the same stick. Te Australian government is looking at the self-exclusion too and it’s likely to become a global requirement. If an operator is not taking a good hard look at itself and seeing what it can do to minimise harm, and protect the player, then the government certainly is going to force their hand. Te big operators understand this, and personally at GBG that's our focus too. We can help support the operators and everyone is a winner.”
ABOUT THE RESEARCH GBG surveyed 1,000 online gamblers about their gaming preferences. The survey asked gamblers to identify themselves in the following categories: occasional gamblers (betting once or twice a year around big events), recreational gamblers (betting regularly for enjoyment, particularly on favourite sports and teams), and strategic gamblers (regularly read statistics and form guides to inform betting decisions).
NEWSWIRE / INTERACTIVE /
247.COM P75
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92
