Unleashing Demand in New Markets Using Pre-paid Payment Methods

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Attend this session as one of the industry’s most notable payment providers, Ukash discuss how to access pent-up demand and convert players using pre-paid methods in developing territories such as Argentina and Russia. Using case studies to demonstrate best practice, stats and analysis, this session will compare alternative payment methods and examine the importance of choosing the right one for different territories and how this can lead to increased player conversion.

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Unleashing Demand in New Markets Using Pre-paid Payment Methods

  1. 1. Unleashing demand in New Markets Using Pre-Paid Payment Methods David Goodall Friday 9 th September
  2. 2. Payments a world view
  3. 3. <ul><li>There are 2.7bn unbanked consumers globally (Source: World Bank) </li></ul><ul><li>In the UK, 2.8 million UK adults have no bank account (Source: Citizens Advice Bureau) </li></ul><ul><li>In Central/Eastern Europe, low credit card penetration and poor bank payment card infrastructure enables alternative payments to thrive </li></ul><ul><li>During the recession the use of cash has accelerated with over €840bn in circulation in the EU (Source: EFMA) </li></ul><ul><li>90% of consumers fear online fraud (Source: Shopsafe) </li></ul><ul><li>50% of consumers don’t shop online due to fear of fraud (Source: Verisign) </li></ul><ul><li>Over £1bn in UK retail sales is lost through poor conversion on websites (Source: Verdict) </li></ul>Pre-Paid Background
  4. 4. <ul><li>Strength of offer </li></ul><ul><li>Website Design </li></ul><ul><li>Merchant link landing page </li></ul><ul><li>Key Words traffic is derived from </li></ul><ul><li>Country of origin of traffic </li></ul><ul><li>Available local payment methods </li></ul>Major Factors Effecting Conversion
  5. 5. <ul><li>Pre-paid and other alternative Payment methods offer the ability to convert players that otherwise can not be targeted. </li></ul><ul><li>As previously mentioned even in developed payment markets such as the UK, there are over 2.8m who do not have a bank account </li></ul><ul><li>In emerging markets this figure is vastly increased, with little or no access to international credit cards. </li></ul><ul><li>By educating and tutoring players, affiliates are able to access a pool of previously unconvertible players. </li></ul>Major Factors Effecting Conversion
  6. 6. <ul><li>Matching country specific traffic to merchants offering local payment methods can increase conversion by 73% (case study available) </li></ul><ul><li>Help convert players before they leave your page </li></ul><ul><ul><li>Correct Country Specific Messaging </li></ul></ul><ul><ul><li>Tailor merchant offering to countries targeted, language is not enough </li></ul></ul>Major Factors Effecting Conversion - Continued
  7. 7. <ul><li>What Payment methods are open to the player </li></ul><ul><li>Merchant directory organised by accepted methods </li></ul><ul><li>How to deposit </li></ul><ul><li>Video Tutorials </li></ul>Educating Players
  8. 8. <ul><li>45 Million Internet Users from a population of 142 Million, within Moscow 97% of 18-24 regularly use the internet and similar pattern is seen older age ranges, in keeping with any other Western city. </li></ul><ul><li>95 % of all transactions performed using cash </li></ul><ul><li>91% of card transactions reserved for the withdrawal of Cash (ATM) </li></ul><ul><li>July 2009 saw the introduction of a law that banned Casino and Slot halls in all but 4 remote regions </li></ul><ul><li>Sports betting alone has an estimated turn over of $1.8 Billion per year </li></ul><ul><li>Recognised payment methods include, Webmoney, Ukash, Yandex and OSMP </li></ul><ul><li>Fraud is an ongoing issue, with high level of chargebacks on all cards </li></ul>Russia
  9. 9. <ul><li>41 Million population with internet penetration above 50% </li></ul><ul><li>3 rd Largest Spanish speaking gaming market in the world </li></ul><ul><li>Thriving offline market, thought to be worth between $2.3 and $4bn. (Global Gaming Business Magazine) </li></ul><ul><li>Payment methods accepted include, International cards, Click and Buy, Dinero Mail and Ukash </li></ul><ul><li>Ukash has worker directly with Merchants within the territory in the aim to convert signed but not deposited players through a series education based emails </li></ul>Argentina
  10. 10. Argentina
  11. 11. <ul><li>41 Million population with internet penetration above 50% </li></ul><ul><li>3 rd Largest Spanish speaking gaming market in the world </li></ul><ul><li>Thriving offline market, thought to be worth between $2.3 and $4bn. (Global Gaming Business Magazine) </li></ul><ul><li>Payment methods accepted include, International cards, Click and Buy, Dinero Mail Ukash </li></ul><ul><li>Ukash has worked directly with Merchants within the territory in the aim to convert signed but not deposited players through a series education based emails, based on informing customers of what Ukash is and where to get it. </li></ul><ul><li>Conversion rates as high as 5% have been seen from a single email </li></ul>Argentina
  12. 12. <ul><li>Conversions are missed every minute of everyday due to players not knowing how to deposit correctly </li></ul><ul><li>By teaming up or working with a country specific payment method affiliates can guide players down the right payment route for them </li></ul><ul><li>Geo-targeting and language support within established markets will yield positive results, but in emerging and problematic markets supporting the right payment method is key. </li></ul>In Conclusion
  13. 13. Thank you David Goodall Business Development and Account Manager      DDI:    +44 (0)20 7089 4022    Mobile: +44 (0)78 94 666 996  Email:    david.goodall@ukash.com

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