Frictionless Customer Authentication
Is a frictionless user experience the solution for drawing new iGaming customers? So asks Chris Thomas, Managing Director EMEA, Emailage.
without compromising on legal compliance? A growing number of gaming operators think they have the answer – customers’ email address data.
Email authentication has a few key advantages for operators; it’s a unique global identifier and it’s already a basic requirement when setting up or logging into an online account – every transaction we make online needs an email address. Over time, email addresses can build a transaction or account history with merchants, banks, and other digital suppliers – like iGaming operators for example.
ccording to statistics, global revenues in the gaming industry went up by 8% in 2017 compared with the year before. With several operators reporting high rates of growth in 2018, it is clear that the sector – including the online gambling market – is on the rise.
Impressive growth, however, will have repercussions for iGaming operators. The most serious of these is fraud – in fact, some 94% of European and CIS digital gaming and casino operators say that they have to tackle fraud on a regular basis.
Fraud is becoming such a problem in the gaming industry that it is now appearing in the public eye. In the UK, for example, more than two-fifths of the public believe that gambling is linked with theft and fraud, as well as other criminal activity.
It’s no wonder, then, that governments across the globe are passing legislation to force iGaming operators to address the problem. The EU’s fourth Anti-Money Laundering Directive (4MLD), for instance, requires gaming operators to identify and prevent financial crime on their online platforms by verifying and authenticating the identity of the customer as they sign in and before the transfer of money.
While such steps can go a long way towards deterring fraudsters, they do, and will, continue to pose a problem for operators. The identity verification process that must take place for a customer to deposit or withdraw funds can take two days or more to be completed, as checks are still often carried out manually, causing a backlog.
If you’re a gaming user, such a delay simply to play a game or to access winnings can be highly frustrating – sometimes to the point where it causes users to abandon their transactions and their accounts. Additionally, this friction can cause consumers to turn to competitor sites for entertainment. As a result, friction in the authentication process can have a negative impact on a business’ revenue and profitability.
Commenting on the industry, Ermal Thaci, Director of Enterprise Sales at Emailage said: “Many operators are still relying on manual reviews or slow verification methods and most fraudulent transactions do not get detected until the player goes to make a deposit or withdrawal. With email risk assessment we are able to identify the level
The history builds up a pool of important transactional data. As many as nine in ten email users hold onto the same email address for more than three years, and one in two keep their address for over 10 years, it is easy to see why email is such a valuable data point. With this in mind, it is clear that the wealth of metadata available can be, harnessed by email risk assessment technology to distinguish fraudsters from genuine players. While fraudsters may be able to spoof a few years-worth of transaction or email history – it is still highly improbable, due to cost and time investment that many would go to the lengths necessary to spoof 10 or more years of data. With “zero-friction” email fraud prevention systems used at the first layer of fraud prevention, at account creation for example, iGaming operators can boost conversion rates and reduce fraud quickly – all without the need for other complex and costly verification steps. This can help drive business growth while ensuring optimum legal compliance.
EMAIL IS THE KEY
Some 94% of European and CIS digital gaming and casino operators say that they have to tackle fraud on a regular basis
of risk associated with the transaction from as early as the registration. The advantage of this is that high risk transactions can be detected and rejected as early as registration. Whereas low risk transactions can be approved quicker with less friction, resulting in less fraud, higher conversion rates and improved customer experience.”
A SMOOTHER PROCESS So how can iGaming operators remove this
friction from the authentication system,
Whether in-house or outsourced, identity verification can be time-intensive to undertake, but it is crucial for gaming operators to do, so in order to protect businesses and their customers. With new technologies, like email risk assessment, it is possible for iGaming operators to meet their legal obligations without any negative impact on their customers or business operations. Fraud experts can find the perfect zero-friction solution for a business, helping them create an even better user experience for customers. To learn more about balancing regulatory requirements with frictionless authentication, read the Emailage whitepaper, Frictionless Customer Authentication in iGaming: Dream or Reality?:
m/whitepaper-gaming. CIO APRIL 2019 63
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