Gaming
With the aggressive land-grab phase now largely a thing of the past, the gaming sector is now starting to focus on marketing effectively and efficiently to genuine 'good' customers.
It is vital to ensure that those customers who were won at great cost do not simply lapse into inactivity, especially when it is estimated to be 10 times more cost-effective to retain an existing customer than to sign up a new one.
When the UK Parliament passed the Gambling Act in April 2005, it established the first formal regulation of the remote gambling industry in the UK. Much of the focus has been centred on verifying the age of players in order to protect minors and vulnerable people from accessing restricted products and services. But behind the issue of age verification lies the bigger challenge of full identity verification. Age is simply one element of ID and unless an operator can authenticate a player's full identity, it can never be fully confident that it has successfully blocked all minors and fraudsters from its sites. For further information on customer verification with ID3 applications in the Gaming Sector please click here.
Part of an industry worth more than $6 billion in the US alone, online gaming has undergone huge growth in the past 18 months. GB Group supports its clients in this sector by providing online age and identity verification as well as customer modelling solutions to indicate customers likely to lapse or evolve into high-rollers. This analysis can allow clients to make informed decisions to enable retention of customers.
Some of the products from GB Group that are tailored to the Gaming sector are:
URU
Customer retention
Digital Communication
Lapse Prediction
ID3 Process Manager