BETTER CHANGE
• Enhanced fraud prevention: By sharing customer data, operators can better detect and prevent fraudulent activities such as money laundering and account takeover. A unified view of a customer’s behaviour, transactions, and interactions can help to identify suspicious activity and prevent fraud.
• Increased customer loyalty: By providing a more personalised and engaging experience for customers, operators can increase customer loyalty and drive repeat business. This can help to increase revenue and profitability for the participating gaming companies.
• Streamlined regulatory compliance: Implementing an SCV can help operators to meet regulatory requirements more efficiently by providing a centralised source of customer data that can be used to verify compliance.
• Develop a technical solution: The next step is to develop a technical solution that enables the participating companies to share data and create a unified view of the customer. This will likely involve using APIs, data warehouses, or other data integration technologies.
• Test and refine the solution: Once the technical solution has been developed, it will be vital to test it thoroughly to ensure that it works as expected. Any issues that arise would need to be addressed promptly, and the solution refined as necessary.
• Roll out the solution: Once the solution has been tested and refined, it can be rolled out across the participating companies. This may involve training staff on how to use the solution and ensuring that all relevant data is migrated to the new system.
• Continuously Update: The SCV should be continuously updated with new data to ensure that the customer profiles are accurate and up to date.
By working together, we can create a unified view of the customer that can help operators to better understand and engage with their customers while also meeting regulatory requirements. The benefits of having a SCV are clear and also vast. Afterall,
no operator wants someone suffering from gambling harm on their books. It’s just not good for business. Some of those key benefits of getting it right include: • Better understanding of customers: By having a comprehensive view of a customer’s interactions and transactions across multiple gaming companies, operators can gain a better understanding of their customers’ behaviours and preferences. This can help operators to personalise their marketing and engagement efforts to better target customers with offers and promotions that are relevant to their interests.
• Improved responsible gambling: With a unified view of a customer’s interactions and transactions across multiple gaming companies, operators can better identify potential problem gamblers and take proactive measures to prevent gambling-related harm, such as intervening with a timely customer interaction or limiting the amount customers can bet.
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Overall, implementing an SCV across multiple gaming companies can provide significant benefits to both the companies involved and their customers. By working together, operators can gain a more comprehensive view of their customers, operate more responsibly and compliantly, and provide a more personalized and engaging experience for their customers. There are however several limitations to keep in mind: • Data Quality: The quality of the data used to create an SCV is crucial to its success. If the data is incomplete, inaccurate, or out-of-date, it can lead to incorrect insights and decision- making. Maintaining data quality requires ongoing effort and resources.
• Data Privacy: The use of personal data is regulated by laws such as GDPR and CCPA, and companies must ensure that they are compliant with these regulations when implementing an SCV. This can be a complex and time-consuming process.
• Technical Complexity: The process of consolidating and integrating data from different sources can be technically complex and may require specialised skills and tools. This can result in higher costs and longer implementation timelines.
• Resource Requirements: Implementing and maintaining an SCV requires significant resources, including IT infrastructure, data management tools, and personnel. Smaller businesses may find it challenging to allocate the necessary resources to contribute to and maintain an SCV.
• Customer Expectations: While an SCV can provide personalised experiences for customers, it can also raise expectations for a seamless and customised experience across all touchpoints. If these expectations are not met, it could lead to frustration and a negative customer experience.
• Limited Scope: An SCV is typically limited to data that a business can access, such as betting history or customer service interactions. This means that it may not provide a complete view of a customer’s life or preferences outside of these interactions.
Ultimately, the point of a SCV is to identify those players who are at risk of gambling harm to ensure they are protected across all regulated companies. The scheme should prevent customers who have exhibited
signs of severe problem gambling, or those who have been identified as being a high risk, from simply moving to another operator without appropriate interventions being undertaken. For most customers, this should mean additional safeguards, but we need to be mindful that it doesn’t result in over zealously preventing the majority of recreational gamblers from betting entirely.
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