Innovation & Regulation: This year’s ICE round-up

Innovation and Regulation

Living up to its international reputation, the hugely global gaming industry was represented by exhibitors from 62 nations and attendees from all over the world, with continental Europe perhaps the largest market in attendance at this year’s ICE.

The tone of innovation was clear throughout the show as well as the increasing role of regulation. There was emphasis on solutions that can effectively adhere to regulations but are advanced enough to keep up with consumer demands for convenience and personalised experiences.

The industry appears to be in transition with technological advancement and regulatory changes forcing business to adapt their offerings. With KYC on the agenda for many attendees, gambling providers were on a quest to find the next innovative yet compliant solution.

Fraud Prevention & Identity Verification

Our Sales & Product Director Ahmed Amin joined an esteemed panel alongside Gon Kemeny, We Ankor, Sky Betting & Gaming, and The Rank Group to discuss how technology can provide effective fraud prevention and robust identity verification without deterring players with added friction in the user experience.

A noticeable theme was gaming companies looking to break into unregulated markets, such as Senegal (which currently rely on traditional verification methods such as manual document scanning), searching for effective digital solutions. With current methods being inefficient and leaving them open to fraud, it was on many business’ agendas to find alternative data sources to improve their verification methods.

As mentioned briefly earlier, another key challenge for attending businesses was finding solutions (predominantly ones that leveraged new and different data sources to their existing solutions) that could help understand player behaviour and nurture them through the customer lifecycle.

Data Science & Personalisation 

Our Gaming Lead Charles Mott delivered a case study to attendees in the Data Science & Personalisation track, taking them through the insights that can be gained through alternative digital data and how to apply these to identify and predict player behaviour. He showed visitors how gaming companies can funnel consumers through specific relevant lifecycles rather that applying the same communication and marketing strategy to all players alike (don’t worry if you missed it, you can book a slot with Charles here) .

As well as improved relationships with customers, these insights facilitate responsible gambling by identifying potential problem players through affordability indicators, PEPs & Sanctions checks, and AML and KYC checks.

What does this mean?

So what does this mean for the gaming industry? Will we see more companies adopting innovative processes and less reliance on traditional verification methods? Will there be any struggle to comply with the ever-changing regulations?

See you next year ICE…


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Bet on Brazil leverages power of big data with Hello Soda

Bet On Brazil leverages power of big data with Hello Soda

Sport Nation, formerly known as Bet on Brazil, an online betting subsidiary of Argyll Entertainment, is gaining real-time insights into its customers’ behaviours and personal preferences via Hello Soda.

Hello Soda’s unique big data and multilingual analytics solution, PROFILE, enables Sport Nation to leverage the power of big data by harnessing its customers’ online footprints.

This analytics engine helps to verify identity, reduce the likelihood of fraud, speed up registration processes, personalise communications with customers and produce tailored offers.

James Blake, CEO at Hello Soda, said: “The gaming sector is becoming increasingly competitive. This means that encouraging brand loyalty and attracting new customers is more important than ever. Personalised offers, along with an effective and streamlined ID verification and registration process, will play a crucial role in the long-term success of the modern gaming site.

“By taking advantage of big data and text analytics, Sport Nation has adopted a forward-thinking approach to business, enabling it to build better relationships with existing customers and increasing its chances of attracting new ones.

Dan Marks, CFO at Argyll Entertainment, said: “We are committed to ensuring that our customers receive a gaming experience tailored to them as individuals. Incorporating new, digital innovation into Bet On Brazil’s processes is enabling us to stay ahead in a competitive market and ensure that our customers are receiving the most user-friendly and efficient personalised experience.

Read the full piece here

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