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will find their customer base starting to take on an even greater international dimension, as their collaborations expose them to new, global gamers.
Commitment to responsibility
The pressure is on companies to do more to promote responsible gambling and gaming. One example of such is the financial penalties dished out by the UK Gambling Commission over the last few years to a number of gaming companies for failure to deal with problem gambling and related issues. Many of these fines have been widely reported across international media, due to growing public pressure on gaming companies to do more to protect their customers. Other national regulators, such as the Australian authorities, have also taken notice and are being urged to follow suit. In another industry-leading move, William Hill set out its
new corporate objective earlier this year, called ‘Nobody Harmed by Gambling’, which seeks to ‘eradicate problem gambling within the UK’ both online and offline. This initiative is the most prominent problem gambling
prevention strategy undertaken by a bookmaker to date. Immediate measures being taken include the ‘piloting of mandatory tools’ for at-risk customers online, whereby William Hill will set wagering and time restrictions on for players aged 18-21. The company will also place ‘wagering data at the hands of its digital customers’, in order to improve ‘conscious choices’ between its betting services and its consumer engagements. Given the growing media and political attention focused
on protecting online users, we can expect more companies to take pre-emptive actions and to step up their protective measures in the new year.
Smoothing the payment experience
As with other online sectors, the user experience is always a key concern for iGaming operators and can prove a major differentiator in a competitive market. The payments process is a vital part of this and it’s great to see so many companies in the sector putting payments at the top of their agenda this year.
iGaming companies need to be able to verify new
customers’ identities and payment details both to minimise the risk of fraud and to ensure they are doing all they can to ensure responsible use. This means some friction in the account opening process is necessary. However, if users have
To learn more about how Intrapay can help optimise your gaming payment needs, visit:
https://intrapay.com
DECEMBER 2018 51
to jump through too many hoops every time they log in to a site or access their winnings, they will soon abandon it in favour of a rival. With this in mind, it is no surprise that more and more companies are taking steps to create a smoother, more seamless user experience. Sky Betting and Gaming, for instance, has partnered with Barclays to offer customers a service that will immediately pay out money to their debit cards when withdrawing winnings. This ‘Fast Withdrawals’ payment system, is major step forward in the betting sector, where gamblers currently have to wait up to five days to pocket their winnings. Ladbrokes, meanwhile, has partnered with Playtech to integrate the tech company’s IMS player management system with its self-service betting terminals. This means that Ladbrokes customers will be able to use one wallet and account across all of Ladbrokes’ retail, online and mobile verticals, helping them switch easily from channel to channel, according to their particular needs. We can expect more such developments over the next 12 months, as iGaming companies look to make their sites ever more attractive to consumers and ease their payments and pay-outs process.
A good year, a promising future
The iGaming sector has gone from strength to strength this year, both online and offline, and payments has played a key part. Strong foundations have been set for a really positive boost forward, provided iGaming companies are able to harness the changes in technology to offer better user experiences, not just in terms of exciting new games, but through simplified log-in and payment processes too.
iGaming companies that want to stay at the forefront of
this trend will be required to work closely with the experts throughout their value chain, including VR and AI specialists, or even payments pioneers. In doing so, companies can be confident they are sourcing the best possible solutions for their business and for their customers’ demands well into the future as technologies offer new possibilities for fun.
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