TRANSUNION


the individual but it doesn’t benefit a gambling company’s business long-term either. To meet this challenge, gambling operators are turning to technology innovations similar to those deployed in consumer banking and finance.


From acquisition and onboarding to customer management, operators are utilising data to streamline processes, protect consumers and mitigate fraud. Affordability and income checks can form a fundamental layer of security to ensure that vulnerable consumers don’t exceed their financial means. Our Affordability Solution for Gaming, for example, which has been created specifically for the sector, can help gaming operators to identify the potential financial stress and vulnerability of players at any point in the customer journey, using cutting- edge modelling and analytics. This tool, which is being used by market leaders like Rank Digital Gaming and BetVictor, helps to protect players from gambling-related harm and helps inform fair and responsible decisions, providing operators with a clear audit trail.


Effective fraud and ID checks also protect consumers and ensure operators can prove who their customers are, and that they are aged over 18, without compromising their user experience. App-based gaming operator Kwiff is one of the companies using TransUnion’s global fraud prevention and identity verification solution, TruValidate. This captures and validates customer identity, and risk assesses digital identity attributes such as email and device, whilst simultaneously


checking payment card or bank account details to link them to their real owner.


Such checks are crucial in the current climate, with TransUnion’s own research tracking the impact of COVID-19 revealing that at the end of last year, 30% of UK consumers had been targeted in a digital fraud attempt related to the pandemic, with 7% of those falling victim to the scams.


Our device intelligence tools can help gaming operators to spot transaction and device patterns that indicate fraud, and to accurately recognise a device while minimising false positives. These tools also provide insight into high-risk activity such as mismatches of specific time zones, regions and IP addresses, ensuring a multi-layered approach to maximise protection – all factors that operators need to be taking into account in a digital environment. The pandemic has been challenging for businesses in every sector and consumers from every walk of life. But with the rollout of vaccines underway and as people start thinking about life beyond lockdown, we mustn’t allow ourselves to forget the lessons we’ve learned during the pandemic. For the gaming and gambling sector, that means a continued focus on protecting consumers from gambling-related harm and capitalising on this wave of digital adoption to support that effectively.


The UKGC has clearly outlined its strategy for the year ahead and gaming operators across the country need to review how they can play their part in securing a better and safer future for the industry – protecting consumers and businesses alike.


1 Gambling participation in 2019: behaviour, awareness and attitudes


2 McKinsey: The COVID-19 recovery will be digital: A plan for the first 90 days


3 Gambling Commission: Industry Statistics - November 2020


4 Gambling participation in 2019: behaviour, awareness and attitudes


5 Gambling Commission: Young People and Gambling 2020


6 Gambling on credit cards to be banned from April 2020


7 Gambling Commission: Social responsibility


8 Based on a survey of 1,086 adults in the UK, conducted 30 November 2020 on behalf of TransUnion as part of its ongoing study


GIO MARCH 2021 7


William W Potter/Adobe Stock


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