Agenda
HOST:
Mark RobinsonChief Executive Officer
Real-time approaches to fraud and social responsibility
Agenda Our background
✦ Founded in 2010✦ Offices in Europe and US✦ Valuable blend of gaming and CRM heritage✦ Improve online experiences by understanding
player journeys
✦ Using big data, analytics and realtime marketing✦ Working with the biggest names in games and
gaming
✦ Experts in targeted CRM and gamification across all platforms
✦ Reviewed as leading analytics and real-time CRM provider
Agenda Know your VIPs
✦ Tell one from the other?
✦ Optimize acquisition and retention of Casual VIPs?
✦ Manage the compulsive behaviours of problem gamblers to avoid self exclusion?
✦ Stop fraudsters before they do serious damage?
✦ Dis-incentivise scammers?
HOW DO YOU…
CASUAL VIP PROBLEM GAMBLER
FRAUDSTER SCAMMER
Agenda Know your VIPs
CASUAL VIP PROBLEM GAMBLER
FRAUDSTER SCAMMER
✦ Tell one from the other?
✦ Optimize acquisition and retention of Casual VIPs?
✦ Manage the compulsive behaviours of problem gamblers to avoid self exclusion?
✦ Stop fraudsters before they do serious damage?
✦ Dis-incentivise scammers?
HOW DO YOU…
Agenda Know your player & know your game
DEPOSIT DATA GAME DATA
Agenda Problem gamblers
✦ GambleAware promotes staying in control while you play
✦ Self exclusions are 4x the value of average punters
✦ Fragmented nature of self exclusion reduces effectiveness
✦ 50% increase in self exclusions
✦ The European problem gambling rate is0.5 to 3%
✦ Focus is on cure rather than prevention
SOCIAL RESPONSIBILITY:
PROBLEM GAMBLER
Agenda Social Responsibility: Problem indicators
✦ Put limits on time and money✦ Stay within a budget✦ Can afford the losses✦ Play for fun with friends✦ Understand that gambling is just a
game✦ Have the attitude of “hope to win”
but “expect to lose”
RECREATIONAL VIPS:✦ Exceed limits (time & money)✦ Experience financial problems✦ Have experienced difficulties with
relationships, work or moods✦ Feel ashamed about gambling✦ Constantly think about gambling✦ Borrow money for gambling✦ Gamble to win back losses✦ Gamble until all the money is gone✦ Feel desperate: “I deserve a win, I need a
win.”✦ Lie about their gambling or try to hide it from
others.
PROBLEM GAMBLERS:
Agenda Real-time approach to prevention
EVALUATE BEHAVIOUR OF SELF EXCLUDERS
IDENTIFY PROBLEM TRIGGERS IN THEIR GAMEPLAY
SET PERFORMANCE THRESHOLDS THAT INDICATE RISK, AND RISK SCORES
CREATE SEGMENTATION
CRITERIA
AB TEST EFFECTIVENESS
& IMPLEMENT
✦ Responsible gaming✦ Long-term player
retention✦ Reduced self-exclusion
OUTCOME:
Agenda Risk triggers
✦ Balance at end of session✦ Increases in deposit amounts & frequency✦ Ave stakes as a % of deposits
MONEY:
✦ Session length✦ Time of day✦ Return frequency
PLAYING TIME:
✦ Increases in stakes following a loss✦ Monotonous patterns of play
ATTITUDE TO RISK
✦ Self select limits at account set-up✦ Changes to limits✦ Applies to all demographics
CRMFocus on extreme behaviour scores
Agenda Real-time interventions
✦ Limit the size of stake as a % of deposits✦ Incentivise stopping and returning with free
plays linked to remaining funds✦ Offer players the opportunity to opt-in to time
blockers✦ Provide free plays after a player loses heavily✦ Provide warnings✦ Prevent further deposits for the day✦ Restrict stake sizes✦ Disrupt monotonous patters of play with new
games
Make your game a safe environment & be generous – these players are valuable!
PROBLEM GAMBLERS CAN BE IDENTIFIED AND ACTED UPON IN THEIR FIRST SESSION
Agenda Fraudsters & scammers
✦ Highly organised fraudulent social networks
✦ Incredibly successful lone exploiters
✦ UK Gambling Commission CEO calls on industry to use data expertise on social responsibility and detection & deterrence of crime & fraud
✦ Can take up to 3 weeks to identify fraud
FRAUD & EXPLOITATION:
FRAUDSTER & SCAMMERS
Agenda Fraudsters & scammers: The problems
✦ Game exploiters✦ Money laundering✦ Match fixing & doping✦ Inside information✦ Poker sharks✦ Rigged odds✦ Credit card fraud✦ Scamming sign-up bonuses
PROBLEMS:
You need to continually outsmart the fraudsters
“20%+ of all online financial frauds can be attributed to online (virtual) gambling."
Europay
Agenda Fraud: Spot the spike
✦ Fraud relies on being hidden amongst the vast weight of data.
✦ For it to work for the fraudster, the payback has to be high.
✦ With deep game data, you can measure normal activity against every game parameter, so fraudulent activity stands out like a sore thumb.
✦ When you know your game parameter norms, you can set real-time triggers to uncover the situation, identify the users and mitigate the problem in real-time for future suspects, without affecting normal players.
Unusual behaviour always stands out
Agenda Scammers: Remove the incentive
✦ Successful scams depend on anomalies or weaknesses in the game that often exist to maximise the attractiveness of sign-up bonuses.
✦ These weaknesses are often a calculated risk, because you can’t control how incentives are applied in the game, but you need to competitively have highly attractive incentives.
✦ With real-time interventions, you can control who receives what incentives how and where in the game incentives can be applied, allowing you to remove barriers for true VIPs one they start playing.
Agenda Real-time approach to fraud prevention
✦ Significant fraud stopped in its tracks✦ Low-level fraud identified for further
investigation ✦ At-risk users quarantined✦ Detection work becomes much more focused
OUTCOME:
Identify the combinations of
metrics that could indicate fraud
Set the levels at which risk scores are accumulated
for each parameter
Set the trigger levels for real-time mitigation engagements
Create and testreal-time
mitigations
Focus data-mining on alerts
and daily risk reports
Agenda Real-time interventions
✦ Limit the size of the bets by game/event
✦ Quarantine the account pending investigation
✦ Require authentication of the account
✦ Provide warning notifications
✦ Stop users from making deposits/ withdrawals
✦ Move players who are being preyed upon to safe tables (Casino Sharks)
✦ Prevent cashing-out
✦ Control how incentives can be applied within the environment
POTENTIAL FRAUD IS UNCOVERED AND ACTED UPON - LIVE
Agenda How deltaDNA optimises gaming
Agenda The winning formula
✦ Single view of player✦ Deep and rich data✦ Multi-channel CRM
✦ Lots of opportunities to enhance the player experience
✦ Applications in fraud and problem gambling
✦ Positive impact on both GGR and NGR! ✦ Consultancy support to build self
sufficiency!
Thank you!deltaDNA
HOST:
Mark RobinsonChief Executive Officer
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