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Degree 53 publish Age Verification UX Review following new KYC regulation

Vlad Poptamas

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Degree 53, specialists in the UX, design and software development for the online gambling industry, have published a UX review which focuses on the new age and identity verification process, introduced in May this year. The review follows the regulatory changes by the UK Gambling Commission to verify customers at the point of registration. The Age Verification UX Review looks at how operators have approached this process to find the best ways of addressing this update. Degree 53 has once again published the UX report to highlight the role of usability in customer experience and how operators can optimise their products to provide an intuitive onboarding process.

The team at Degree 53 reviewed brands like Paddy Power, Ladbrokes and bet365 among others to find out how they have dealt with the new rules, including the information and tools they provide to inform the customer of these requirements for verification. While each operator has a different approach, offering clear instructions and simple methods needs to be a priority.

The new customer verification procedure has impacted the UX of the registration process and this change affects all operators in the UK. Before, customers were able to register, deposit and place a bet while they had a 72-hour window to confirm their identity, but now, they are unable to access these services until they have been verified. If a customer can’t be verified automatically, they need to provide an ID and proof of address to complete the registration. This adds extra steps to the user journey and could put off new customers from becoming first time depositors if the process isn’t simple enough. However, this is a mandatory feature to ensure responsible gambling, aiming to increase protection for both the customers and operators.

Jade Daniels, design director at Degree 53 comments: “The new age and identity verification procedure has completely changed the whole acquisition process for some customers. Many don’t expect to provide their ID or proof of address as soon as they join, and they might struggle to find these documents straight away. This means that it can delay their betting or gaming activities or put them off completely if the verification process is unclear. It’s a tricky thing to balance and get right for the punter, as well as for compliance. Regardless of the regulation, it’s important to offer as much guidance as possible to customers to make their journey simpler. We’ve seen good ways of approaching this and those that require further work to make it absolutely clear. Something as simple as inputting the wrong date of birth because of a cumbersome dropdown while registering can really affect the choice of operator for customers if they experience obstacles. Regulations shouldn’t prevent online gambling businesses from developing new ideas, and our reports show different examples of how it can be done.”

The Age Verification UX Review follows a number of reports on Betting and Gaming services in Degree 53’s portfolio. The team has shared insights on the UX of online casino, betslip, horse racing and In-Play products to help operators optimise their services and create an engaging betting experience. Degree 53 have a diverse project portfolio and have worked with global operators, such as Betfred, Black Type, Penn Interactive Ventures and Island Luck.

The Age Verification UX Review can be accessed here.

Vlad Poptamas is a Junior Content Editor at European Gaming Media and at PICANTE Media and covers a large variety of industries among which the gaming industry. Vlad has a background and possesses skills that enable him to do creative content writing and editing.

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Slow and steady wins the race

Zoltan Tundik

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Photo by rawpixel.com from Pexels
Reading Time: 3 minutes

 

James Ashton, Head of Content at online casino comparison site FindMyUKCasino.com, says that affiliates should focus on brand building rather than link building.

The online casino affiliate space is one of the most competitive for performance marketers to enter and fight for the spoils. There are thousands of sites all targeting the same players with the same offers from the same casinos.

The majority take the same approach to drive players to their sites, identifying key search terms and then creating ranking content around those words and phrases. This is then supported with link building activity where a volume of value approach is considered the best.

But with so many sites targeting the same keywords with the same content and same approach to link building, it is tough to stand out and deliver potential players the information, tools, and services they need to make an informed decision about where to play.

It could be argued that online casino affiliates are so focused on ranking and link building that the product they offer those that do land on their sites is not up to the standard that it should be. With FindMyUKCasino.com, we have prioritized product and brand over ranking and link building.

So how, and why, have we done this?

Design for the user first and foremost:

The majority of online casino comparison sites use the same design and layout, with the online casino brands they work with listed on the homepage followed by reams of content based around the keywords they want that page to rank for.

With FindMyUKCasino.com, we have designed our homepage so that it looks more like a news or magazine website, allowing us to showcase the great content that we have invested a lot of time and effort into creating.

We have sections for news, features, and must-read guides and interviews that split the homepage into various sections. This makes it really easy for readers to navigate and explore; they can access all this information for free without having to scroll through reams of online casino listings.

Sure, we have split this up with casino cards that we use to push our casino partners, but we have achieved this in a way that looks authentic and does not impose on the user experience. We want them to access our content first and then if they wish, sign up to our casino partners second.

 

Content that delivers genuine value:

When it comes to the content we create, we focus on genuine, authentic features, explainers, guides and interviews that online casino players want to read. We work with our operator partners to create this content, as well as game developers, regulators, and other stakeholders.

Of course, we are mindful of the need to create some content around key ranking phrases as search remains a big driver of traffic for online casino affiliates. But even when we do, we ensure the content provides the value our readers are looking for.

There really is no point in ranking for a keyword or phrase and have a reader click through to your site only to find the page they have landed on does not provide the information or answers they are looking for. They will simply click off and never come back.

This means writing content that is clear and easy to read and not packed full of terms and phrases designed to assist with ranking. For example, we would never write “the best online casinos the UK will offer…” – a visitor reading this will assume we have made a typo or our writers are not that great.

For online casino comparison sites looking to deliver the best possible experience to visitors, creating top-quality content must be an absolute priority.

 

Active on social media:

Social media can be a bit of a minefield for online casino affiliates, but we believe it is a powerful way to engage and communicate with our readers. No matter the size of your following – we have a little over 60 followers but growing steadily – its shows you are real and helps to build trust.

The great thing about social media is that affiliates can experiment and have fun; we are working on all sorts of ideas for videos, competitions, interviews, that we believe will really drive engagement and loyalty with our readers and followers.

 

Build a brand for long term success:

The approach we are taking with Find My UK Casino is that of building a brand as we believe this will ensure we not only acquire readers and potential players but that we are able to retain them over time. Sure, this is a long process to undertake but slow and steady often wins the race.

The ultimate goal is that people Google “Find My Uk Casino” as they know we are the best destination for everything they need to know about playing at online casinos in the UK. We know that is a long way off, but by taking the above approach is a goal we are certain we will achieve.

This approach will not be for all online casino affiliates, but we are happy to be swimming against the tide as we believe this is what will ultimately allow us to stand out from the crowd.

 

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Latest News

Gaming and Leisure Properties, Inc. Declares Third Quarter 2019 Cash Dividend of $0.68 per Share

Vlad Poptamas

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Photo source: wealthlab.co
Reading Time: 1 minute

Gaming and Leisure Properties, Inc. (NASDAQ: GLPI) (the “Company”), announced today that at its meeting yesterday, the Company’s Board of Directors declared the third quarter 2019 cash dividend of $0.68 per share of its common stock.  The dividend is payable on September 20, 2019 to shareholders of record on September 6, 2019.

While the Company intends to pay regular quarterly cash dividends for the foreseeable future, all subsequent dividends will be reviewed quarterly and declared by the Board of Directors at its discretion.

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PR – NSoft at Entertainment Arena Expo 2019

Vlad Poptamas

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Reading Time: 1 minute

 

NSoft is going to exhibit at the Entertainment Arena Expo and enable operators to discover the rich one-to-one customized experience of NSoft’s products – Sportsbook, Virtual Sports Betting, Draw Based Games and NSoft Vision.

 

Entertainment Arena Expo (EAE) is the biggest exhibition for the casino and betting industry in Central and Eastern Europe. The event will take place from September 3rd-5th, at Romexpo Exhibition Center Bucharest.

 

Entertainment Arena Expo 2019 is the spot where exhibitors and visitors will extend their businesses and materialize their growth plans. NSoft, taking part in this premium event will present its complete solutions aiming to meet the customer’s uppermost requests.

 

In order to obtain in-depth and comprehensive information about the latest NSoft’s innovations and products, feel free to book a meeting with our representatives at sales@nsoft.com, or simply meet them at Stand 523 during the event, they will be happy to share NSoft’s know-how with you.

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