Veriff and Gana777: powering a global gambling operator’s Latin American expansion

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About Gana777

Gana777 is part of the Senator Group, a global gambling operator with a mixture of digital sites and land-based casinos in sites across Europe, Africa and the Americas. After making a decision to expand its digital operation after the COVID pandemic of 2020, Gana777 has been hugely successful in all the regions it operates. That is especially true of Latin America, where Gana777 has operations in Mexico and Guatemala, and is now expanding into Honduras and El Salvador as well. 

Erick Sapién, Gana777’s country manager for Mexico, has been overseeing this expansion and explained what was driving their growth. “Latin America is such a booming market for gambling operators,” he said. “There is a great mix in sports betting, with American sports blended with soccer from around the world and also each country’s own soccer leagues. Combine that with regulators opening up these markets and huge populations and it all makes a really buoyant betting market.” 

What business problem did Veriff solve for Gana777?

However, while the opportunities for betting operators are huge, there are also challenges in getting a foothold in the market, as Sapién explained: “Latin America is not a homogenous market - it contains many local markets that have their own nuances and widely differing player expectations. Different jurisdictions also have their own compliance requirements and these can differ enormously from country to country.

“But I think the main challenge comes with fraud. There is a lot of fraud in Latin America and any operator that is new to this region needs to have their internal processes in place and fully optimized before launch or they will soon face big, big problems.

“For us, we were seeing a lot of multi-accounting, bonus abuse, and chargeback fraud. The aim is to keep this as low as possible - ideally under 5% - but that is not possible to do with manual processes.

“Alongside this, we have to make the customer onboarding experience as fast as possible. That means we have to verify a customer accurately and as quickly as we can, because the sooner we can get them verified the more likely they are to deposit money and start playing with us.”

What made the difference to Gana777 when choosing Gana777?

Optimized onboarding processes are such a key part of Gana777’s culture, that it was critical to work with a customer verification partner that understood both the need for speed and how accuracy would power the company’s growth.

“Veriff has been critical to our growth in Latin America,” Sapién said. “One of the main things we were looking for in a partner was the ability to help us scale into new countries. Veriff has a database of more than 12,000 government identity documents from all across the globe, so it gives us the confidence to move into new markets knowing we won’t suffer from fraudulent attacks.”

What was the impact of implementing Veriff?

“As I said before, we have to verify a customer accurately and as quickly as we can, because the sooner we can get them verified the more likely they are to deposit money and start playing with us,” Sapién continued.

“Veriff has been a huge help to us on this. We can now verify customers are genuine super quickly and with no impact to their customer journey, and that helps us build trust with them and increases the lifetime value of a customer exponentially.

“Our fraud rates have decreased and our conversion times have come down considerably - where before we would say to a customer that we would get back to them in 24-48 hours to validate their account, we can now do it in less than a minute. That builds a huge amount of confidence in our brand and trust in our business, and it’s one of the reasons our moves into these markets have been such a success.” 

About Veriff

Veriff is a global identity verification platform helping businesses build trust online. Our AI-native technology combines automation and human expertise to quickly and accurately verify users worldwide with minimal friction.

Trusted by leading companies like Blockchain, Bolt, Starship, Trustpilot, and Webull across finance, marketplaces, mobility, gaming, and other industries.

Our trust infrastructure helps businesses stay compliant, prevent fraud, protect users, and scale globally, enabling a safer, more transparent internet for everyone.