James Elliott, Director of Legal at LeoVegas Group, shared his personal experience with the audience at the Payment Expert Summit in Lisbon, describing the steps he had to take to verify his identity in order to attend the recent event in Portugal.

Elliott wasn’t simply venting about the process – he was one of three speakers discussing the upcoming digital ID framework in the European Union (EU). This framework is designed to address exactly the kinds of issues Elliott experienced, introducing a digital wallet that aims to give all EU citizens access to a secure, unified digital ID by 2030.

This digital wallet will allow individuals to seamlessly verify their identity and obtain important documents, such as driver’s licences or medical prescriptions via a singular platform. The EU’s vision is to create a system where users have control over their ID and personal data, allowing different levels of access depending on the service or interaction.

However, the question posed to Elliott, Charlotta Shelbourg, Director of Product at Kindred and Peter Murray, Director of Strategy for Betting and Gaming at Mitek Systems, was questioned whether this framework presents a significant opportunity for operators in the gaming industry.

Since the framework is identity-based, it is expected to help operators streamline the onboarding process, which has long been time-consuming. Murray noted that this process hasn’t evolved significantly, even with the advancements in technology, but maintains that this framework could be a “fundamental game changer”. 

The panel stated that the benefits of this framework extend beyond operators, as most importantly, it will benefit consumers. This is crucial, as widespread adoption hinges on consumer acceptance, a topic the speakers addressed later in the discussion.

For consumers, the digital ID framework promises significant benefits by granting them enhanced control over their personal data. Individuals will have the power to determine what information is shared, with whom and when, ensuring that their privacy is safeguarded. 

This approach not only looks to bolster security by minimising the risks associated with sharing sensitive documents through traditional means, but it also accelerates transactions, making them quicker and more efficient. 

With a unified digital wallet, users can verify their identity across various services and jurisdictions in an instant, eliminating the lengthy processes of the past. Ultimately, this system aims to empower consumers to take charge of their information and take the power from third-party companies.

Trust, security and adoption

However, while this framework sounds promising on paper, there are still concerns and challenges that need to be addressed. One of the most significant worries, especially in light of recent discussions about fraud in the UK, is the risk associated with having all personal data stored in a single wallet.

Elliott said: “I think (digital IDs) are also potentially very vulnerable because if you’re putting all of that info in one place we’ve got to make sure the person providing that has got security because that will be the biggest target for hackers and identity crime.”

The speakers mentioned that, in addition to implementing top-notch security measures, it is crucial to reassure customers about the safety of their data. This reassurance stems from a foundational level of trust – something that is essential between the customer and operator.

Operators have observed that players are often reluctant to share their personal data when placing bets, particularly with the rise of Open Banking. Shelbourg highlighted that this hesitance is partly due to the perception that it feels “intrusive” to provide such extensive information for a small wager.

Shelbourg and Murray discussed that a solution to this problem alongside education will be branding, making sure that your company’s brand is trustworthy and reliable. 

Demographics were also a significant topic of discussion regarding the challenges to adoption. Similar to many emerging technologies, older generations tend to be more cautious about using them, and in some cases, their apprehension is justified. This observation aligns with statistics reported by various industries concerning Open Banking adoption rates.

These rates will vary based on demographics and the influence of other organisations adopting these systems. Shelbourg pointed out that if large state-owned banks and institutions embrace the digital ID framework, the rollout will happen “quite easily.” However, if only gambling companies are involved, it will likely take significantly longer to achieve widespread acceptance.

In addition to improving the onboarding process for operators, the panel discussed several other areas where the digital ID framework could have a positive impact, such as enhancing fraud prevention – particularly regarding bonus abuse – and addressing the contentious issue of cross-border jurisdiction.

Since this framework will be managed by the EU, it presents a unique opportunity for standardisation. This is particularly significant for the gambling industry, which typically faces a landscape of varying rules and regulations across different markets.

However, this technology may open the door to standardisation discussions, which Elliott believes won’t have much influence on the gambling sphere. 

He said: “You rarely get a Spanish player in a Spanish location wanting to go and play on an Italian gaming site”, adding that this also isn’t allowed by many operators.

One significant shift this framework could bring to the gambling industry is the impact on identity companies and third-party providers, such as Murray’s Mitek Systems. These companies may need to consider offering similar solutions, but they’ll be competing against a free option provided by the EU.

“If you’re a current identity provider, you’ve really got to have your eye on this. It might be five years, it might be 10 years, but if you’re doing nothing your business model is fundamentally under threat,” Murray concluded.

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Mobile payments have seen significant growth within a range of African markets, with Ecobank Mobile, MTN Money Mobile and M-Pesa leading the charge. There is still however much more gambling operators can do to provide a true unified payments approach. 

During a panel discussion at SBC Summit‘s Payment Expert Summit in Lisbon, this topic was broadly analysed by leaders in both the payments and gambling sectors to outline some of the solutions operators can provide to its user bases. 

Andria Evripidou, CEO of crypto gambling payment processor XDA.io, believes that there is a new thirst for more payment methods to be introduced by emerging market residents and exemplifies the need for more. 

She said: “We know that emerging markets have struggled with their payments, but I think we are hoping that they leapfrog from heavy cash usage. Within the time span of five years they have jumped to mobile payments, and now they are jumping into the adoption of cryptocurrencies. 

“So it really does show something about their thirst for innovation and unified payments is exactly that innovation they are after.”

What the growing appetite for new payment methods means for operators in the gambling space is how to successfully implement them. 

Merchants and operators alike within emerging markets are seeking these payment integrations but the capabilities are, more often than not, too challenging to find. This is also particularly even more challenging when seeking to adopt more niche payment methods. 

Galina Bineva, Commercial Director for OKTO, believes that not only does this integration process needs to become more streamlined, she also highlighted additional benefits to adopting some of the more unknown methods. 

“Card payments could be reviewed in one market as a predominant payment method, which could help make for great adoption,” said Bineva. 

“I believe not only that the main and vital payment methods can enter the market is the first component for acceptance, but also the niche methods that have yet to see great adoption as there needs to be greater focus on this area. 

“These aspects also go a long way for other aspects such as compliance, KYC, loyalty, and a whole range of features that can be enabled by integrating various payment methods.”

From an igaming perspective, what more can operators do to better facilitate a more seamless payment process for those who are underbanked in these emerging markets, who predominantly still interact with traditional financial services. 

George Haralabopoulos, Head of Payments Product at Kaizen Gaming, believes that igaming companies should first consider what are the market preferences for such payment methods, placing a heavy emphasis on localisation. 

“it all depends on the maturity of the market”

Tom Chandler, Payments Director at Flutter

He shared: “What an igaming platform should do in the case of an emerging market with limited resources, it should first consider alternative payment methods, which are increasing more and more. 

“We have seen this in a big number of markets showing they can make a difference. Also, implementing local payment providers is something that can definitely help in the right direction to give the customer options that they are familiar with, but by also integrating these local rails, this can also help attract customers.”

When it pertains to payments in localised, emerging markets, igaming operators are increasingly viewing this aspect of a player’s experience on their platforms as vital for customer retention and loyalty. 

If a player can not perform a deposit or receive money in their preferred payment method, more often than not they will decide to leave that platform in search for another operator that will cater to their payment needs. 

For Tom Chandler, Flutter’s Payments Director, he believes that how mature a market is becomes essential for a company like Flutter when it comes to knowing which payment methods and processes to implement. 

When discussing how igaming and betting companies can overcome these challenges, he proposed a more unified frontend approach, if that can be attained. 

He said: “If you have a multitude of methods on a unified frontend, obviously from an access aspect it is a lot easier. If you look at markets that are more mature, sometimes it can work in a way that can work a lot faster when you look at Open Banking products.”

“But it all depends on the maturity of the market and also, what would you define as an emerging market? Is it regulated yet and has it become accessible for commerce?”

Relating back to a previous panel session at the Payment Expert Summit, defining what exactly a mature market is to many payments and gaming companies is a non-starter. 

Even if you were to look at one of the most perceived mature payments and gambling markets, the UK, even this country is embarking on new regulations on both fields that will change the trajectory of its landscape. 

However, a shining example of an emerging market that has sufficiently prepared for the enormity of gambling payment processing it is about to endure is Brazil, and its instant payment rail PIX. 

PIX accounts for more than 90% of all monthly transactions in Brazil and is only active in its native country for the time being. All gambling operators will almost certainly be implementing PIX to gain a headstart in the potentially lucrative Brazilian online sports betting market. 

But for those operators seeking to further expand into different territories, if the market does not have a predominant localised method like PIX, education and knowledge of the payments landscape in said country will go a long way in being able to thrive as a platform that players will no doubt return to again. 

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These were some of the opening remarks by Trustly’s VP of Gaming John Parsons, who delivered a keynote speech at the recent SBC Summit North America event, providing attendees with rationalisation as to why bettors were leaving so many sites, and how payment strategies were key to being able to build stronger player and brand loyalty. 

A consolidation period has begun in the US igaming and betting industry since the repeal of PASPA in 2018, which brought about an explosion in revenue and player activity. 

Whilst major markets such as New York have given operators such as DraftKings and FanDuel a wave of added revenue, this early growth was not going to last forever. In order to retain those early players, strategies in the form of enhanced user experience and payment methods were key in order to establish a strong player base. 

Parsons revealed that in a recent survey of avid New York bettors, found that these players were visiting 3.3 sites a week, with three quarters of respondents stating they were willing to walk away from an operator site at the drop of a hat if they were unhappy with a certain aspect of that particular site. 

“Gamblers are promiscuous, they are playing in other places and if you are their first choice, you’re probably getting about 60% of their wallet,” explained Parsons. 

“They are constantly comparing the market. What is it that you can do for me, that the others cant, ie, better bets, better odds, better deposit bonuses. What else are your competitors willing to do that you are not? Again, gamblers are promiscuous.”

Deposit bonuses that were once, and to a certain degree still are, a fundamental drawing tactic for players, e.g. deposit $100 get $100 back, has put operators into a difficult situation because they need a return on investment. 

Parsons also detailed how one mistake or bad decision that stifles the user experience, take William Hill’s app breakdown during the Super Bowl last February, can ultimately tarnish an operator’s reputation through word of mouth to inexperienced and more importantly, seasoned players. 

He stated: “That’s going to keep you from getting new players which is now more expensive than ever. 

“I’m not talking about the $50 one hit wonder who drops a bet and you never see them again. I’m talking about your avid experienced player that should be giving you $10,000 a year, that’s your driver that’s going to give you profitable business, this is who you have to worry about.

“If you lose one of those, it costs you 25x more to make a new one.”

One of the most crucial areas for retaining and garnering new customers was according to Parsons, the need to collaborate with partners on new payment processes. 

Payment capabilities became a focus of Parsons’ speech when it came to ensuring player retainment. He highlighted that if a player can’t withdraw up to $100 because the operator can’t process it, they are going elsewhere to see who can provide that player’s needs. 

“They want that instant access, they want that technology and your payment partner is going to be able to identify what that is,” added Parsons. 

“You should have some kind of player reward system for whatever you have setup for them.”

An instant payment experience is a crucial factor to the overall user experience and journey a player not only wants now, but is almost a requirement. 

This year, the US is expected to shift from the RTP (Real-Time Payment) rail to the newly established FEDNow rail, expected to boost the speed and efficiency of payments in the country to new heights. 

This move could prove pivotal for operators to integrate into their payment systems as not only will players be able to engage with their sites in a more efficient manner, players will also be drawn to the speed of their withdrawal or deposits which may garner stronger loyalty towards that site. 

The US gaming and betting gold rush may indeed be over, but with new markets across the country constantly opening, operators may not have a better chance than now to strategise and configure new strategies to not only gain new players, but retain the ones that are crucial to their profitability.

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Founder and current Chief Commercial Officer of game developer Fantasma Games, Fredrik Johansson, has returned to the role of CEO.

Through the backing of the company’s largest shareholders, Johansson returns to the role with support and belief that he is the best person to guide the game developer forward.

The firm is targeting ‘significant growth’ in the following months, particularly into new markets, whilst signing partnerships with more operators and overseeing the game and production line. 

Within his role, Johansson is responsible for day-to-day running of Fantasma Games operations by leading the senior management team. Johansson is expected to map out the overall direction of the company, building new strategies that fall in line with the company’s ethos of ‘creating slots beyond gambling’. 

He commented: “I am thrilled to return to the role of CEO of Fantasma Games and to have the support and trust of our largest shareholders when it comes to taking the studio into its next chapter. 

“We have already achieved a great deal in a short space of time, and having just reported a record first quarter we have tremendous momentum behind us. It is an honour to be leading such an incredible team of people as we continue to strive to create the most entertaining slots in the market.” 

The appointment comes after Fantasma Games has recently launched its slots and gaming products in the US market. 

Making its debut in the US, Fantasma Games has gone live in states such as Michigan and West Virginia, working alongside BetMGM. Via its distribution partner Light and Wonder, Fantasma Games aims to expand its platform to additional states and operators in the future. 

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The appointments who are all seasoned in mental health and combatting gambling addiction will support KindBridge on its mission to become “an integral part of the consumer protection system for gambling”.

Providing best-in-class teletherapy support, Kindbridge seeks to operate at the intersection of state and regulator policy.

Marked as a key objective, Kindbridge aims to ‘bridge the gap’ as demand currently in the US as demand of specialist mental healthcare outweighs existing provisions, limiting support for victims, vulnerable people and their families.

The former Legislative Director of the National Council on Problem Gambling, Brianne Doura-Schawohl, is the founder and CEO of Doura-Schawohl Consulting LLC.

She most recently served as Vice President of US Policy and Strategic Development for EPIC Risk Management, a global harm prevention consultancy conducting work in over 24 countries.

An expert in the lived experience of mental health disorders and recovery, Eric Kussin is a former executive of the NBA and NHL pro-sports leagues.

In 2017, Kussin launched a non-profit called: #SameHere, The Global Mental Health Alliance. The Alliance is comprised of athletes, celebrities, media, expert practitioners, advocates, and everyday heroes who have come together to normalize society’s perception of mental health and make it part of everyday conversation.

Kindbridge’s boardroom appointments are completed by US gambling expert Seth Young, the current Chief Strategy Officer of Fifth Street Gaming Digital and Managing Partner at The Strategy Organization, a full-service gaming consultancy.

The trio have outlined their commitment to improving the reach and coverage of US treatment support services for gambling harms, as

left untreated, mental health issues can have a devastating impact on work, education, relationships, and physical and mental health.

Daniel Umfleet, CEO of Kindbridge, said: “This strategic expansion of the Board offers an opportunity to provide high-quality mental health services for employees and patrons of sportsbooks, casinos, and associated businesses. People experiencing mental health conditions are up to 17 times more likely to develop gambling disorder if gambling becomes a regular form of entertainment for them.

“Given the state of mental health in the US and the rapid expansion of legal sports betting, we have a unique opportunity to provide more screening and education, while simultaneously building a national network of care providers that understand the complexities of gambling disorder.”

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Having previously debuted the sportsbook in Colorado in September 2021, 888 is aiming to offer a ‘unique proposition’ to Virginia sports fans, combining 888’s proprietary technology alongside SI’s noticeable brand. 

Purpose built for the US market, the SI Sportsbook offers a range of wagering opportunities which includes enhanced play-in markets powered by official data from sports leagues such as the NFL, NBA, MLB, NHL, NASCAR and the English Premier League. 

Howard Mittman, President of 888 US, commented: “We are delighted to launch SI Sportsbook in Virginia. Following the success of its debut launch in Colorado last September, this is an important milestone for both ourselves and our partners. 

“With its growing base of sports betting fans, we believe that Virginia will play a significant role in the continued development of SI Sportsbook over the coming months.”

As part of the launch, 888 has partnered with Virginia-based company Virtual Entertainment Partners LLC, a Small, Woman and Minority-owned company which alongside 888, aims to make contributions to minority communities across the state to drive value, opportunity and diversity. 

Furthermore, 888 plans to expand its in-house SI Sportsbook to further states in the coming months, continuing to integrate tools and feeds to SI’s digital content. 

Mittman concluded: “Expanding further in the US market is an important part of our ambition to become a global online betting and gaming leader, and we look forward to introducing the brand to players across the state.”

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Appointed last June, following the resignation of former Chief Executive Neil McArthur, in light of the Commission’s regulatory failings brought to life by Football Index’s high profile administration. 

The former Chief Register of the University of Swansea and senior officer for the Department for Work and Pensions, the Food Standards Agency and the DVLA had accepted the interim role on an 18-month contract.

UK media had previously reported that Rhodes was the preferred candidate to lead the Commission, having impressed Colleagues and DCMS during his first months in charge of the regulator.

During his first months in office, Rhodes had handled the Commission’s agenda of providing final insights and analysis for the government to complete its White Paper review of the 2005 Gambling Act.

Furthermore, Rhodes had overseen the Commission’s handling of the Fourth National Lottery Licence Competition won by Allwyn UK – the conglomerate that will replace Camelot Group as the operating steward of the National Lottery.

“Andrew will continue to work closely with chair Marcus Boyle, the Board of Commissioners, and the Commission’s senior leadership team to ensure Great Britain’s gambling industry is regulated strongly and effectively,”  read the UKGC’s statement.

“He will also continue his stakeholder engagement programme with consumers, industry, parliamentarians and those with lived experience.”

The UKGC is led by the new leadership duo of Rhodes and Marcus Boyle as Chairman – who was appointed last September following the resignation of former incumbent Bill Moyes.

In separate addresses, Rhodes and Boyle have stated that they will oversee a tougher era of compliance for UK operators – irrespective of pending Gambling Review outcomes.

Writing an op-ed column in The Times, Boyle backed Rhodes’ leadership assessment that UK gambling had too many persistently failing operators”.

The leadership duo outlined that tougher penalties were required to ensure ‘behavioural changes’ in which operators must place accountability at the heart of their operations.

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Under the role, Sheh will oversee FanDuel’s customer-facing engineering and platform development teams, along with all IT architecture and personnel to enhance the company’s online presence. 

Sheh joins FanDuel having previously worked under Compass, a real estate technology brokerage firm that emphasises modern enterprise real estate end-to-end platforms for agents and clients. Under his previous role, Sheh handled global engineering that covered digital ads, marketing tech, payments and more for over 500 engineers. 

With 20 years experience in driving technology strategies with large scale organisations, Sheh has worked with a multitude of companies such as CEB, Palantir Technologies and Sandia National Laboratories. 

“There is no faster growing and more competitive space in tech than mobile gaming,” said Sheh. “It is a sector that requires the most innovative solutions to differentiate FanDuel from the competition and I am excited to build FanDuel into the leading gaming platform in the world.”  

Amy Howe, President & Chief Executive Officer for FanDuel Group, added: “FanDuel’s consistent focus on technology that drives innovation has been the fuel to our industry leading performance. 

“I am confident that Andrew has the experience and vision to help us continue to extend that advantage into the future.” 

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Current Managing Director of Sky Digital (UK-&-Ireland) and an expert in digital strategy and business transformation, Day will serve as a corporate advisor to Buzz Bingo’s executive management team. 

2022 sees Buzz Bingo target post-COVID financial performance recovery as its UK venues return to business following two years under lockdown constraints. 

As MD of Sky Digital, Day has led a multi-disciplinary team of experts responsible for marketing, product design and development and customer journey across all digital platforms, including sky.com and the My Sky App.

Previous senior board level positions held include Group Customer Management Director at Shop Direct, the UK’s second-largest online retailer, and Head of Direct Insurance at Zurich Insurance Company Ltd.

John Kelly OBE, Buzz Bingo’s non-executive chairman, said “We’re thrilled that Jennifer is joining our Board. She brings with her exceptional experience in driving digital brands which will prove  invaluable  to us as we continue our omni-channel journey and build on our success as the market leader in Retail Bingo.”

Commenting on the appointment, Day said: “I’m excited to be able to support the Buzz Bingo Board as it continues on its journey to be an omni-channel operator.

“While its online platform only launched three years ago, it is already one of the leading online Bingo brands in the UK. 

“In my role as NED, I’ll be advising on how we build on that success using my experience gained across entertainment, retail and financial services sectors.”

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In his new role, Illiustrov will coordinate Playson’s slots portfolio, planning out strategic goals for the game department. Additionally, the enhanced games development process will be overlooked by Illiustrov whilst also managing product leads and to develop the company’s ‘product-centric culture’. 

“I’m pleased to have been promoted to Head of Games of such a forward-thinking company like Playson. In my seven years here, I’ve thoroughly enjoyed my time and am looking forward to the next chapter,” commented Illiustrov. 

“It’s a crucial time for Playson as we recently evolved our brand identity. I’m looking forward to supporting the company with an enhanced output of incredible games.”  

Before his promotion, Illiustrov joined Playson in 2015 as a game designer, where he regularly conducted market research and analysis. During this time, Illiustrov was able to build and map out a roadmap for slots for Playson and develop on its new game concepts. 

The change in structure falls in line with Playson’s ambition to expand and deliver more ‘high-quality’ slot titles. The digital entertainment provider is also looking to build upon its ‘retention-driving promotional tools’, seeking to become a prominent player in the iGaming industry. 

Commenting on the appointment, Alex Ivshin, Playson CEO, said: “We’re delighted to have promoted Nikolay to our Head of Games position. Since his time here, Nikolay has shown nothing but commitment and passion for developing highly immersive slots.

“With the company adopting an enhanced growth strategy and games development process, it’s vital that we provide our most dedicated and talented employees like Nikolay more responsibility.”

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