Te research underscored a reality that many operators may overlook: the seamless flow of money and the overall betting experience are just as crucial as the
technical aspects of depositing and withdrawing funds. One of the study’s most compelling revelations was the ‘cadence of money in/money out.’
Neosurf
The Payment Pain Points of U.S. Bettors Following a recent study into the online betting habits, preferences and frustrations of U.S.
players, Sue Page, CEO Americas at Neosurf, explains what operators can do to address the issues raised.
Originally appointed as CEO North America, Sue Page’s role evolved in tandem with Neosurf’s growing ambitions. “We dropped the ‘North’ and added an ‘s’ on the end because it made more sense,” Sue explains, underscoring the strategic decision to expand the remit beyond traditional borders.
Based in New Jersey and having spent nearly 20 years in the United States, Page is now focused on leveraging the company’s capabilities to drive strategic partnerships and ensure that Neosurf’s products and solutions meet the evolving needs of operators and players alike.
Her vision is clear: Neosurf is in an exciting phase of growth, and the company is set on broadening its footprint not only across the U.S. but also into Latin American markets. Tis expansion is guided by a commitment to listening directly to players and addressing the challenges they face in the dynamic world of digital payments and gaming.
A key component of Neosurf’s strategy for U.S. expansion has been its research partnership with Betting Hero. Te study, conducted last year, had two primary objectives: to understand players' pain points regarding payment options and to gauge their perspectives on Responsible Gaming (RG).
Drawing on her retail experience, Sue emphasises the importance of speaking directly with the players, “Whenever we considered launching a
38
new product or programme, we would always go to the stores and talk to the staff and the customers directly.” Taking this hands-on approach to Neosurf, the research revealed two critical insights:
Persistent Payment Friction: Over 50 per cent of respondents reported experiencing payment issues within the last year - a figure that Page found startling, noting that such friction is virtually unheard of in other industries.
Player Perception and Barriers: Many players expressed frustration with the repeated need to complete Know Your Customer (KYC) checks, re- input their information on different sites, and the lack of visibility over their total spend across multiple operators.
Te research underscored a reality that many operators may overlook: the seamless flow of money and the overall betting experience are just as crucial as the technical aspects of depositing and withdrawing funds.
One of the study’s most compelling revelations was the “cadence of money in/money out.” Page shared that over 55 per cent of players withdraw funds every other week, and 25 per cent do so on a weekly basis. Tis frequent withdrawal pattern presents a direct cost to operators, as funds often flow out only to reappear later.
From a player’s perspective, the urgency is palpable. “I want my money in
SUE PAGE CEO North America Neosurf
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 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188
