JUMIO
29% of players who prefer to gamble on a tablet or mobile device agreed that it takes
“
too long to open an account on those platforms
”
information, while 50% agreed that there was a lower likelihood of losing internet connection when playing on a desktop compared to a mobile or tablet. Most notably, however, 49% noted that it was easier to open an account on a desktop than on a mobile or tablet. This revelation undermines the convictions of some of the operators that we spoke to, who believed that their players’ user experience was consistent across desktop, mobile web and mobile app. As one claimed, “They are exactly the same. We treat all customers the same irrespective of what channel they have registered on.” This complacency could explain why players are still mostly using desktop despite a clear appetite for mobile, and why those who would prefer to use a mobile app (39%) outnumber those who actually use them (31%).
Again, this is evidenced by the fact that 29% of
players who prefer to gamble on a tablet or mobile device agreed that it takes too long to open an account on those platforms. Further, 26% reported that they were discouraged from playing on mobile due to the poor availability of apps from their favourite operators. Encouragingly, many operators indicated that they
were set to prioritise mobile in the next 12 months. As one stated, “if you ask me where I want to focus in the next year I would say mobile first. I wouldn’t say you have to forget about desktop, but in terms of priority it is mobile.”
3. Identity Verification – A Critical Turning Point Customers that are dissatisfied with the overall user experience during account opening do not tend to complete the process. More than one in four players had abandoned registration at least once, with an
average of four abandonments per player. When we asked why, it transpired that there was one chief offender – a laborious identity verification process. To verify the identity of new players, many
operators ask users to populate online forms with personal data, or to submit documents such as utility bills or bank statements for manual review. Identity verification is a crucial aspect of
complying with mandatory KYC and AML directives for operators, but it was often listed as a source of frustration by the players that we surveyed. In fact, 47% of respondents
reported that they had abandoned the account opening process when verifying their identity, making it the most frequent point of abandonment ahead of re-registering after forgetting log-in details (39%), registering contact details (31%) and depositing funds (28%). Unfortunately for operators, this issue cannot be
customers have abandoned an account-opening process because it was too long or too complicated
“ ”
easily remedied by sacrificing security for greater speed. In the wake of 2017’s high-profile data breaches, which included Verizon, Forever 21 and Equifax, respondents indicated that they value the protection of their personal information as importantly as the speed at which they can open an account. For example, 67% of players in our survey stated that a gaming company’s ability to positively identify its customers is as important as providing security from hackers and having a solid privacy policy. In fact, 51% reported that the length of time it takes to verify documents as part of the account signup process was either “critically important” or “important”.
APRIL 2018 63 25% of online gambling
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