Expert ID checking increases UK gaming income by 25% and cuts costs
About
The Phone Casino is a licenced and regulated online gaming site that offers casino games on your mobile phone
Industry
Gambling and Gaming
Location
EMEA
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The Phone Casino implemented GBG’s ID3global for high performance age and identity verification.
Online gaming operators must comply with stringent age verification, KYC and AML regulations. Automatic, real-time ID verification enables compliance while speeding onboarding and maximising customer approval rates.
The Phone Casino welcomes thousands of new customers every month. To ensure regulatory compliance and make onboarding quick and easy, the business integrated GBG’s ID3global solution with its online gaming platform to check age and identity.
The challenge
The Phone Casino has over a decade of experience in mobile gaming, with 95% of its customers playing via their phones. The company vets new customers’ ages and identities in accordance with the multiple gaming, AML and KYC regulations that govern its activities.
Over the last decade, The Phone Casino has worked with multiple identity checking providers and trialled many different technologies to find the best approach. Its goal was to find a high performing solution that didn’t come with the high up-front charges and restrictive long term contracts that some providers demand. When The Phone Casino first spoke to GBG in 2013, it discovered an attractive combination.
Working with GBG has made a huge difference to our bottom line. Great match rates, keen pricing, reliable service and fantastic account management: GBG nails all of those and that’s why it is now our preferred provider.
The solution
“GBG ID3global is robust, reliable and well-regarded,” said Taj Ratta, Co-founder at The Phone Casino. “GBG’s pay-as-you-go model also offered very attractive flexibility and cost.”
Excellent performance sealed the deal; trials on archive customer data proved that GBG ID3global delivered higher match rates than the incumbent provider. Integrating the solution with its online platform let the company validate the details of 4.4 billion people globally and gave it the ability to capture and validate uploaded identity documents.
After six years working with GBG as its dominant provider, The Phone Casino tapped the company’s expertise in 2019 to help it increase its UK conversion rate. New rules introduced that May by the UK Gaming Commission had emphasised the need for rapid age and identity verification prior to gambling.
Because most new customers already preferred to fill in online registration forms, The Phone Casino decided to make this onboarding method its primary UK customer verification route – with document upload retained as the follow-up option for unapproved customers.
Revamping the online form made it easier to follow and, with the most vital data captured early on, GBG’s real-time data processing means customers find out if they have been accepted or not as soon as they’ve finished entering their data. GBG also suggested adding extra reference data sets, which cut rejections by another 3%.
3%
Adding extra reference data sets cut rejections by another 3%
91%
Our UK approval rate has increased from 77% to a consistent 91%
25%
More new customers playing has given us a staggering 25% increase in deposits
The outcome
“Our UK approval rate has increased from 77% to a consistent 91% since May 2019,” said Ratta. “More new customers playing has given us a staggering 25% increase in deposits and our costs have come down substantially.”
The Phone Casino is now looking at how other GBG services could help it encourage responsible gambling by its customers.
“Working with GBG has made a huge difference to our bottom line,” said Ratta. “Great match rates, keen pricing, reliable service and fantastic account management: GBG nails all of those and that’s why it is now our preferred provider.”