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Identifying and accommodating changing gaming player demands

A global industry, gaming has to meet the needs of long-standing and emerging markets alike. How can operators adjust to player demands in different regions that are continuously changing? Discover how personalization and localization can help operators convert more players and optimize processes.

Identifying and accommodating changing gaming player demands
Author
Chris Hooper
Director of Brand at Veriff.com
March 10, 2023
Blog Post
Gaming
Identity Verification
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Intro
Overcoming challenges in emerging markets
Embedding personalization in the customer journey
Using localization to meet different market needs
Why Veriff

Gaming is a global industry, with long-established bases and a range of growing markets around the world. In this complex landscape, player demands are constantly evolving – so how can operators adapt?

To meet the needs of a diverse client base and accommodate changing player demands, two themes are key: personalization and localization. It is vital to understand your players, both in the context of their national or regional market, and as individuals with specific tastes and preferences. 

Take the African market, for instance. Describing this as a single ‘market’ is perhaps too broad a term for a continent of 54 countries and 1.4 billion people. A one-size-fits-all approach would be doomed to fail.

It is vital to understand your players, both in the context of their national or regional market, and as individuals with specific tastes and preferences. 

Chris Hooper

Overcoming challenges in emerging markets

Consumers in the Nigerian market display an appetite for many gaming options in an individual game, according to industry insiders: thousands of choices in a particular soccer match, for instance. This market is dominated by many ‘low-value’ players, who make up about half of the market, with the rest comprised of medium and high-value customers; it is not the same in South Africa, which features more of a spread. 

Operators must drill down to a deeper level to serve customers to the optimum level. In Africa, sports betting can be seen as a way to finance daily lives.

To take an example from a different continent, Brazilian insiders point to the danger of bonus abuse, where a fraudster signs up to the same promotional offer on different occasions.

Embedding personalization in the customer journey

What does all this mean for operators? Of course, each company will take its own approaches to personalize its products and services for particular markets and individual customers. But some approaches are common across the board. 

Perhaps most notably, it is essential to build an adaptable, individualized approach right from the level of customer onboarding and identity verification (IDV). At the most basic level, you must ensure the user journey occurs in the right language. Beyond that, your brand must personalize the journey based on the needs of the market: for example, certain forms of identification or documentation will be appropriate to specific countries. 

As gaming reaches into new markets – many of which offer a far more level playing field for new entrants – it will be vital to ensure compliance and establish your brand. Effective engagement is vital, particularly for smaller brands that might not have the reputation and resources of their larger rivals.

Using localization to meet different market needs

Localization also plays a vital role in meeting varying standards of global regulation, which in turn helps build out your brand through establishing credibility. This is another key step towards meeting the varying demands of players in different markets around the world. 

Whether it’s issues around affordability in the UK or insufficient clarity on KYC in different markets, Veriff can work with operators – and regulators – to tailor IDV solutions that suit your customers’ needs.

Fast decisions

A 98% check automation rate gets customers through in about 6 seconds.

Simple experience

Real-time end user feedback and fewer steps gets 95% of users through on the first try.

Document coverage

An unmatched 11K+, and growing, government-issued IDs are covered.

More conversions

Up to 30% more customer conversions with superior accuracy and user experience.

Better fraud detection

Veriff’s data-driven fraud detection is consistent, auditable, and reliably detects fraudulent forms of identification.

Scalability embedded

Veriff’s POA can grow with your company’s needs and keep up with times of increased user demand.

Get more details

Discover more about how IDV is powering gaming industry growth and customer acquisition.