iGaming Business magazine Mobile Gaming Outlook | Page 7

Mobile Gaming Outlook
OFFERING
FRICTIONLESS GAMING
WITHOUT COMPROMISING ON SECURITY
Today’s mobile gaming ecosystem is seeing the collision of two seemingly opposing trends,
explains Samuel Barrett
On one hand, players are coming to expect faster and more frictionless
online gaming experiences, be it at the registration step, the deposit
step or the withdrawal step. On the other hand, these same players are
becoming more protective of their data and more conscious of security
threats, likely spurred on by several recent high-profile data breaches.
Gaming operators are stuck trying to strike a delicate balance
between these two trends, finding ways to offer a more frictionless
gaming experience while still ensuring their players feel safe and
secure. How can they do this? By building trust among their players.
Building trust
Building trust starts as early as registration, but getting players to
endure a lengthy registration process is hard enough. According to
Jumio’s Mobile Gaming Registration And Deposit Abandonment
study, approximately 24% of players drop out during the
registration step. And even then, a successful registration doesn’t
guarantee that the player will proceed with a deposit.
CRM specialist Optimove revealed that only one in three players
who registers makes their deposit within 24 hours and two in five
players who register make their first deposit within 14 days.
So operators are spending massive resources to acquire players,
only to lose them during the critical registration and deposit steps.
This drop-off is due to factors like difficulty navigating the registration
process (26%) and the payment process being too complicated (27%),
according to Jumio.
When players are unfamiliar with a gaming site, they can be even
more hesitant to make a deposit, especially considering the growing
fraud associated with credit card payments.
The concept of trust has always been a fundamental element of
being willing to use any payment method. At Trustly we conducted
a joint survey with research firm NEPA called The State of Online
Banking, which revealed consumer at titudes towards banks and
online banking payments.
Across the board, Europeans showed high trust in their banks and
on average, 70% of the respondents agreed that online banking was
the safest method for making payments. Therefore, allowing players
to make deposits to their player accounts directly from their local
bank, which they have high trust in, can increase conversion at the
deposit step.
Frictionless gaming
So, beyond offering a trustworthy payment method, what can
operators do to whisk players through registration and boost
Samuel Barrett started his gaming career more
than nine years ago at Clarion Events, where within
three years he became head of sales and was
managing the biggest gaming show in the industry.
He has since held management roles at payments
businesses including ClickandBuy, Paysafe Group
and leading UK FX brokerage World First before
joining Trustly as director of gaming.
conversion on deposits? Trustly’s latest innovation, Pay N Play,
helps operators comfortably balance a frictionless gaming
experience with a safe one.
To register and deposit, all a player has to do is make a deposit via
his or her trusted online bank – no redirect away from the mobile
gaming site is necessary.
As the player makes a deposit, Trustly extracts all the necessary
information from the player’s bank account to fulfill KYC
requirements and delivers the data to the operator, which can
register the player account in the background.
Since registration and the initial deposit are bundled into one step,
the chance that the player registers but never deposits is eliminated,
ultimately increasing conversion and boosting ROI on acquisition
and reactivation. It also reduces the average registration time from
2.25 minutes, according to Jumio, down to less than 30 seconds.
Closing the loop with instant payouts
Soon enough, players will want to cash out their winnings. This
is perhaps the step with the most friction and the experience can
vary greatly depending on factors like the amount of the payout, the
country in which the gaming took place and anti-money laundering
compliance requirements.
Players often have to submit copies of identification documents,
for example, and payouts can take several days. However, because
a player’s identity is verified with strong two-factor authentication
during the registration and deposit step, Trustly’s Pay N Play product
can enable operators to issue instant payouts directly to the bank
account that the player made the deposit from. Not only does this
build trust with players, but it builds loyalty as well.
While players’ increasing concerns over security have held
operators back from offering a more frictionless and immersive
gaming experience, Pay N Play propels both of these trends forward,
raising the bar for what notoriously impatient players can expect
from a mobile gaming operator.
i GamingBusiness | Issue 112 | September/October 2018
87