Keep players safe and engaged

You can grow your business responsibly by using robust authentication routines that only accept customers who match your criteria. Instant online identity and age checks ensure that suitable customers can be onboarded seamlessly, making them more likely to stay and play.

Fraud in the gaming arena is constantly evolving and gaming businesses must adapt to protect their customers, business and reputation. Bonus abuse is one of the key issues businesses in this sector face. Wagering requirements no longer deter the practice, which makes it more important than ever to conduct thorough checks to ensure players are who they say they are.

Using passive, invisible checks when customers sign into their accounts helps to keep fraudsters at bay and protects legitimate players without the need for irksome security challenges. Best-in-class solutions employ device recognition, behavioural biometrics, machine learning and global fraud databases to spot and block suspicious activity before it becomes a problem.

In addition to identity and age checks, it’s important to confirm that a player’s bank account is authentic and belongs to them. Experian’s bank validation service ensures you get players’ bank account details right every time, and that payments are made to and from the right customers.

Making sure that your customer has entered their email address correctly is basic, but it’s a crucial part of the onboarding process. Some solutions can check addresses as they’re being entered, offering suggestions to fix mis-keyed input. They also verify that email addresses are legitimate, which helps prevent bounces and emails from being designated as spam.

Gaming companies are under increasing pressure to better identify and protect vulnerable customers. Experian has responded to this challenge by developing Affordability IQ for Gaming. It draws on data about income, credit commitments and essential expenditure to provide insight into the amount players can afford to spend on an individual case-by-case basis.

Protecting problem gamblers while growing your business isn’t as hard as it sounds. Identity management tools can boost player experience and loyalty while safeguarding their wellbeing. Experian Data Quality, for instance, can help identify self-excluding and problem gamblers, avoid issues with duplicate players and multiple sign-ups, and even carry out ID checks against international player data.

Recognising existing relationships with customers – even across different brands – is crucial for driving real-time decisions and maximising player welfare. Using data-driven tools and affordability checks enables you to keep players engaged and safe and fulfil regulatory obligations throughout the customer lifecycle. They also mean you can intervene early if players do become vulnerable.

Ensuring that customers play responsibly means managing exclusions and limits – both those set up by you and by the player – and that depends on having accurate, consolidated and up-to-date customer records and single-player views. A tool like Aperture Data Studio can help with this. It enables you to automatically match players to exclusion lists so that customers only play within their limits.

A single integrated platform, like Experian’s Aperture Data Studio, can migrate and consolidate disparate data from across numerous brands. It can also enable you to quickly profile, standardise, cleanse, transform and enrich your data to gain a holistic view of your customers – which is exactly the information you need in order to offer them a more individual, rewarding experience.

Find out more about the benefits of a single player view with our free webinar below.

A robust consumer classification system that works across different channels enables you to convert data about your players into powerful customer insights. Experian’s Mosaic is an example of this – it allows you to sort, group and compare customers using marketing-relevant criteria such as age, gaming interests and spending habits. Promotions are more likely to succeed as a result because campaigns are more applicable and attractive.

Many systems fail to properly capture email addresses and mobile phone numbers when onboarding players, which results in customers being unable to reset their contact details at a later date. Machine learning technology helps you avoid this problem by matching and validating data when customers first sign up. Data cleansing solutions can also help keep them updated over time.

Ensuring that vital details like email addresses, phone numbers and postal addresses are correct, in the right format and up to date doesn’t just help when customers want to update their accounts, it also enhances return on marketing investment by ensuring that the data driving your campaigns is robust and that communication channels are deliverable.