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How gaming providers can better use data to improve the verification process

Consumer Marketing Data Fraud & Verification

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In a world full of data choices, we take a look at how gaming operators can use a wealth of different data sources to create real insight about customers for a variety of use cases.

Sitting in traffic recently my eye was drawn to the bus lane, not to marvel at the futility of the bus lane being about 200m long, but to the latest BT Sport advert trying to convince me that I should move over to them to get my televisual football fix.  The ‘Four Competitions One Venue’ strapline promises Premier League, Champions League, FA Cup and Europa League all nicely wrapped into one package.  The creative has a mash up of Rooney, Bale, Vardy etc. to emphasise the value of having all of these competitions and associated analysis in one place.

Pooling data to make better informed decisions

It struck me that this is a form of aggregation, in this case aggregation of content to build out the value proposition, and that aggregation is all around us, the consumer.  As consumers, whether we want to choose financial products, or check the odds, the collection of information and data allows us to make informed decisions based on a range of different inputs.

This pooling of multiple data points to aid decision making resonates in the gaming world too.  From an anti-money laundering (AML) perspective, being able to gather data from a range of sources to satisfy customer due diligence (CDD) and enhanced due diligence (EDD) via a risk based system can improve the verification process.  Data obtained from a variety of sources can be combined to create a multi layered level of confidence in verifying the individual.  Combining source of funds, scanned document checks with identity and verified bank details together with personal finance behaviours and demographic information provides a powerful demonstration of EDD.  If these elements can then be further overlaid with internal data of the customer’s behavioural patterns then the combination of internal and third party data becomes stronger still.

Streamlining verification for a smoother customer experience

Furthermore, making all of these elements accessible via a single place should allow for different attributes to be weighted and then scoring systems applied, thereby automating much of the process and providing objective and consistent decisions (much in the same way as financial institutions moved toward credit scoring to scale their businesses).  Processing data in this manner should also lead to fewer interruptions to player accounts and can be conducted in the background without needing to request further details.

Personalised marketing with demographic data

There are other benefits to realise as well as the regulatory ones.  The combination of demographic/lifestyle information with identity and other attributes, including internal behavioural data, should allow for really targeted and personalised marketing communications to be developed, whether to re-activate dormant accounts, provide bonus/rewards or cross sell other products.

As a consumer of televised football, the reality is of course that this is now fragmented across different platforms, BT have some games, SKY have some, and terrestrial channels have a smattering.  Sourcing all of the matches across these different streams requires multiple subscription services and additional cost, as well as infrastructure choices as to whether it’s a dish, cable or broadband.  I’m left with choices for my supplier, but really want to deal with as few as possible getting the best possible value in the simplest manner.

If you would like to discuss how to streamline your verification process please contact me on mel.prescott@callcreditgroup.com

Author: Mel Prescott

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