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There are few industries as rapidly evolving as iGaming – that much is a fact. Every day brings exciting new developments in the tech world, and with each new product, service, and update – operators strive to improve their offering in line with their customers’ growing expectations. It comes as no surprise, then, that optimising the customer journey is firmly at the top of the priority list for any organisation looking to compete in this industry.
The cost per customer acquisition seems to be creeping higher and higher, and keeping those hard-won customers is becoming more of a challenge as iGaming companies continue to one-up each other by offering the best product, service, deal, or promotion on the market. That’s why building and retaining customer loyalty is paramount in today’s industry.
The modern customer wants a seamless experience on your iGaming platform. Sounds simple, right? Well, not quite. Making the most of your customer journey is crucial, but first you need to make sure you’ve got your basic processes and regulatory matters down to an absolute T. To the outside world, it looks like this: a customer signs up, logs in, places a bet, then wins or loses that bet. But ask anyone who really knows the industry, and you’ll quickly find that there’s a lot more going on behind the scenes.
Keeping Players Happy & Staying Compliant
It all begins long before a player registers on your site; the minute they land on your page, the process has already kicked off – and you don’t want to find yourself playing catchup so early in the game. As an operator, you’re already tapping into your analytics behind the curtain, asking questions about the user’s risk level, location, IP address, and whether or not their device has been previously blacklisted. Other key considerations should include:
- Are they Politically Exposed Persons (PEP)?
- Has this contact information been associated with different names before?
- Does the card they’re using match the details of the user who registered?
- Is their first deposit disproportionately large considering their demographics?
Later down the line, you’ll want to delve a little deeper into their ongoing betting patterns and overall habits. Check on what they’re betting on, and what their behaviour and spend usually looks like. Any change in habit needs to be flagged and can be as subtle as playing far beyond their established routine, a change in the type of game they choose, or a marked increase in their daily spend. Identifying patterns of behaviour indicative of addiction is essential, so the earlier you can pinpoint that behaviour, the better, and this once again demands that you tighten your processes. Invest time and money early on in the game, and you’ll see it pay dividends soon enough – your loyal customers will be a testament to that.
It’s All About A Positive Customer Experience
Transaction Monitoring has become a necessity for compliance officers within the Gaming sphere to identify AML risk and detect suspicious activity. ComplyRadar enables you to fulfil your AML obligations whilst nurturing your genuine and VIP customers. Contact us for more information on how ComplyRadar automatically detects suspicious transactions – quickly and effectively – to help avoid reputational risk and potential fines.
