Interactive
PLAYER VERIFICATION 1ACCOUNT
1account: Players re-verified
Caroline Steele, Senior Client Director for Gaming at 1account, believes operators are not leveraging their full player base simply because they are not accurately verifying all customers
Online gambling operators go to great lengths and expense to engage players and convert them into active customers that go on to remain loyal to their brand over many months and years. But when operators take a close look at their player database, more often than not they will see a large percentage of players that have signed up but never actually deposited and played.
Caroline Steele, Senior Client Director for Gaming, 1account
Other players will have signed up, deposited and played, but for one reason or another have become dormant and are no longer engaged with the gambling brand. Tere are several reasons for this, but one of the most common is that operators often struggle to verify new players, which in turn prevents them from being able to deposit and play.
At present, KYC is not really a concern for affiliates except for the UK where the O-Auth technology is available to them for free and allows them to send legitimate players to their operator partners. This is a win/win for all parties – operators receive players that are already verified, which in turn increases conversions and as a result affiliate FTDs and revenues rise.
P54 NEWSWIRE / INTERACTIVE / MARKET DATA
Tis is usually because they don’t have the necessary processes in place to accurately match and validate the player’s data, meaning they can’t clear KYC and AML requirements. Tis failed data match could be as superficial as the player has recently moved to a new house and database records have yet to be updated. Still, it will result in failed verification.
Tis is why it is so important for online gambling operators to have access to the largest number of data sources possible, and to be able to run checks via those sources in real-time. Any delay in sign-up, and in particular a failed verification, can see players quickly become frustrated and simply leave the gambling site for a rival brand without completing the process.
So how can operators ensure they seamlessly verify players on sign-up, and re-verify dormant players, re-engage with them and encourage them to start depositing and playing again?
Te key is to make it as easy as possible for players to register and be verified. However, this is easier said than done and requires a smooth user interface combined with access to data. As
part of this, operators should reduce the need for repeat information across different fields or screens as this will increase conversion rate.
Strip back the required information fields to the minimum that still results in accurate and effective verification – apply logic to the fields to capture the essential information in a structured format that allows for fewer clicks by the user and faster, automated checks at the back end.
Operators must then ensure they can access as many data sources as possible to check the information given by players against verified sources – this will usually be a combination of a variety of sources to allow for a broad cross- section of identifiable data.
Common data sources are electoral roll databases and credit reference agencies. At 1account, we use eight different data sources, including mobile phone network and CitizenCard databases.
Forward thinking operators will also look to the latest technologies available for player verification, including O-Auth which allows near instant verification. It works by allowing players to sign into sites that require verification with a pre-verified account instead of having to register as a new player on each site they wish to sign up to, deposit and play at.
Tis removes any potential friction on the sign- up and verification process as the player’s identify documents have already been verified and approved. Indeed, the wider industry needs to work hand-in-hand to help improve verification rates including the hundreds of affiliates that send players to operator sites.
At present, KYC is not really a concern for affiliates except for the UK where the O-Auth technology is available to them for free and allows them to send legitimate players to their operator partners. Tis is a win/win for all parties – operators receive players that are already verified, which in turn increases conversions and as a result affiliate FTDs and revenues rise.
More importantly, it means the entire ecosystem can be accurately checked, reducing the risk of underage players gaining access to an online casino. Given the high cost of acquiring new players, operators must do all they can to ensure they pass smoothly through the sign-up process and can deposit and play.
To maximise the ROI on acquired players, they must also make sure that existing players are verified and approved on an ongoing basis and to do this they must use smart UX, data and the latest tech.
With those factors in place, player verification and activity will increase significantly.
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