On the one hand, players are aiming to gain a faster and more smooth experience in online gaming, whether it is the registration stage, making a deposit or withdrawing funds. On the other hand, the same players are paying more and more attention on the protection of their data and are more conscious about security threats.
.
This opinion was presented by industry expert Samuel Barrett. The incentive for players in this case is a few recent high-profile cases of data leakage. Understanding this, gaming operators today are in search of a delicate balance between these two trends. Today, their task is to offer a more unhindered gaming experience, while at the same time providing protection and safety to their players.
.
According to Barrett, this can be achieved by building trust with customers. This process starts from the very first stage - registration. However, it is not so easy to make modern player go through the entire lengthy registration process, the expert notes.
Jumio company conducted a study to find out why customers refuse to register and make a deposit in mobile gaming. It showed that approximately 24% of players leave the site at the registration stage.
.
Interesting: As the Jumio research group found out, the refusal is related to factors such as difficulties in understanding the registration steps (26%) and difficulties with the payment process (27%).
JUMIO: How long is the registration process taking
But even a successful registration can not guarantee that the player will go further and make a deposit. The CRM-specialist Optimove showed that only one of the three registered players makes his first deposit within 14 days. Thus, operators spend huge resources on attracting new players only to lose them at the critical stages of registering and making a deposit.
Jumio - Benchmarking Study: Mobile gaming registration and deposit abandonment
.
.
If players are not familiar with the gaming site, they may be even more doubtful before making a deposit, especially considering the increase in the number of frauds in the field of payments using credit cards.
.
“The concept of trust has always been a key element in choosing any method of payment. At Trustly, we conducted a joint study with the NEPA company called “The Situation in Online Banking”, during which it turned out the real attitude of customers to bank payments and online banking. Everywhere, Europeans showed a high level of trust in their banks, and on average, 70% of respondents agreed that online banking is the safest method of making payments. Therefore, by allowing players to make deposits in their game accounts directly from a local bank, which they fully trust, you can increase conversion at the stage of making a deposit”, Barrett said.
.
Smooth gameplay
One of the solutions by which the operator can guide players through the entire registration process and increase conversion during the deposit stage is an application that allows the player to register and make a deposit via an online bank that he trusts.
.
This technology is already on the market. The creator of innovation is Trustly, Pay N Pal system.
What is important for the client is that there is no redirection from the site for mobile gaming, when he is making a deposit. As the player makes a deposit, Trustly reads all the necessary information from the player’s bank account to meet the requirements of the KYC, and provides this information to the operator, who can register the player’s account in the background.
.
Since the registration and initial deposit are combined in one stage, the chance that the player will register, but will not make the contribution, is excluded. This increases conversion and stimulates the growth of ROI in attraction and reactivation in the best way. In addition, according to Jumio, the average duration of the registration process is reduced from 2.25 minutes to 30 seconds.
.
Instant Pay closes the circle
.
Another feature introduced in Pay N Pal that can solve operator problems. Sooner or later, players will want to pick up their winnings. Most likely, at this stage there is the greatest number of problems. Experience may vary depending on factors such as the amount of the payout, the country in which the game is played, and the requirements for complying with anti-money laundering measures.
.
Players often should provide copies of identification documents, and the process of receiving payments can take several days. However, since the player’s identity is determined by powerful two-factor authentication at the registration and deposit stage, Trusty’s product Pay N Pal allows operators to instantly transfer winnings directly to the account from which the deposit was made. This allows not only to strengthen the confidence of the players, but also to gain their loyalty.
