CASHFLOWS More Than the Game
Hannah Fitzsimons, CEO at Cashflows, brings us “The Payments Infrastructure Behind Digital Competitions”.
FROM INVISIBLE INFRASTRUCTURE TO COMPETITIVE ADVANTAGE What was once considered a purely backend utility has become a core part of the user experience. Payments are often both the first and final interaction a player has with a platform. Seamless entry and fast payouts don’t just streamline operations, they build trust, reduce drop-off and help brands stand out in an increasingly competitive landscape.
This is particularly critical for platforms built around frequent, low-value transactions, where expectations are high and patience is limited. A single failed deposit or delayed withdrawal can quickly undermine confidence. In contrast, payment experiences that are fast, transparent, and secure encourage repeat play – and can even drive referrals and recommendations.
SUPPORTING THE NEXT GENERATION OF PLATFORM ECONOMIES
T
he UK market for skills-based games, competitions, and raffles is expanding rapidly. Although sector-specific research remains limited, UK Government data suggests that 14% of the adult population spent a combined £1.3 billion on these activities in a single year. By contrast, 44% of adults spent approximately £8.2 billion annually on the National Lottery.
Moreover, the same report found that more operators expect an increase in ticket sales (60%) than anticipate a decrease in sales (5%) over the next three years, and more players (22%) have increased their spending than have decreased their spending over the last year (17%). With such dynamic growth, the importance lies in fair access to payment solutions to help foster competition among merchants.
PAYMENTS AS THE FOUNDATION OF TRUST AND GROWTH As platforms mature, they must balance two critical priorities - earning player confidence while scaling responsibly. Unlike casual gaming or entertainment apps, skills-based competitions typically involve real money,
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whether through entry fees, prizes or withdrawals. This significantly elevates the importance of security, regulatory compliance and consumer protection.
Payments sit at the frontline of trust. Capabilities such as Strong Customer Authentication (SCA) and two-factor authentication (2FA) play a vital role in preventing fraud, account takeovers and unauthorised transactions, safeguarding both users and operators.
At the same time, pre-filled payment forms and securely stored card details make repeat transactions faster and more reliable, reducing checkout errors and abandonment. Innovations such as Click to Pay and network tokenisation further simplify the experience, enabling secure one-click payments that improve conversion rates while maintaining PCI compliance.
Behind the scenes, real-time fraud detection and transaction velocity controls allow platforms to identify suspicious behaviour without introducing unnecessary friction for legitimate users. Dynamic transaction routing helps optimise approval rates, directly influencing revenue performance and customer satisfaction.
The wider creator and competition economy is still in its early stages, with new formats and business models emerging all the time. What unites them is a shared reliance on payment infrastructure that is scalable, compliant and designed around the end user. Payments act as the unseen engine of these platforms, shaping whether innovation can be effectively monetised and whether trust can be maintained as volumes grow. As investment continues to flow into the sector, the platforms that succeed will be those that view payments not as background plumbing or a necessary cost, but as a core product capability and a strategic lever for long-term growth.
About Cashflows
Cashflows is a new breed of fintech payments company that makes it easy for small corporates and SMEs to accept card and digital payments – online, in store and on the move. Through its own acquiring platform and gateway, Cashflows provides a safe, secure ecosystem for processing payments right across Europe. Cashflows products and services are built with the latest technology and the future in mind, always to meet the specific needs of partners and customers.
Learn more at
www.cashflows.com
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