Knowing who to trust online is as critical as identifying the high-risk fraudsters—this is especially true for many gambling operators. Recent studies have shown that it costs six to seven times more to acquire a new customer than retain an existing one. Quickly identify, reward and retain your VIP customers with enticing promotions and an excellent playing experience. This will engage them more, keep them on your site longer, and increase your bottom line. In this webinar, you will learn: *How to help Marketing target the right audience for VIP promotions *Ways to safely accelerate more players to VIP status *Techniques for streamlining login to reduce friction for good players *How to capture more devices and strengthen your fraud protection through a hybrid device recognition approach

1. WEBINAR
DOUBLING DOWN:
WINNING OVER YOUR VIP CUSTOMERS
JULY 2015
SCOTT OLSON, VP PRODUCT

2. 2
SCOTT OLSON
V I C E P R E S I D E N T, P R O D U C T
 22 years in computer security and risk management
 Leads product strategy at iovation
 Thought leader in security

3. AGENDA
3
 WOULDN’T IT BE GREAT IF…
 ONBOARDING NEW CUSTOMERS
 TARGETING EXISTING
CUSTOMERS
 RETAINING YOUR VIP
CUSTOMERS
 USE CASE: PAF
 Q & A

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WOULDN’T IT BE GREAT IF….
YOU COULD
OFFER TRUSTED
CUSTOMERS
YOUR BEST
PROMOTION?
YOU COULD
SLOW DOWN
FRAUD, NOT
YOUR VIP
CUSTOMERS?
YOU COULD
IDENTIFY WHO’S
TRUSTWORTHY
FROM DAY ONE?

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TRUST SERVICE – USE CASES
INCREASE
DEPOSIT LIMITS
INCREASE
RETENTION
INCREASE
SATISFACTION
PRIORITIZE
REVIEWS

6. TRUST

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ITS NOT
ALL ABOUT
THE “BAD GUYS”

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PRIORITIZE REVIEWS
TRUSTED CUSTOMERS
Provide them with the best offers
and highest level of service
98%
2%
HIGH RISK CUSTOMERS

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TRUST SERVICE - DEFINED
Immediately recognize good, new customers
Predictive value allows you to spotlight good
customers even when they are new to your
business
The value indicates the Trust rating of the device
used for a transaction, the higher the value, the
higher the likelihood that the transaction is good
and will remain so in the future
Current API and the value for the device is returned
with the API response
1
2
3

10. ONBOARDING NEW
CUSTOMERS

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ONBOARDING CUSTOMERS
iovation has experience with this
customer demonstrated by
returned TrustScore
To entice the visitor to become a
paid customer, you offer them
favorable betting odds or additional
chips on first time sign-up
USE CASE 1
Based on the level of trust for the user, offer better sign-up bonuses
USE CASE 2
Based on the level of trust for the user, Increase Deposit Limits or
Convert to VIP status sooner
New visitor comes to your
gambling site
iovation has experience with this
customer and a high level of
confidence demonstrated by
returned TrustScore
Automatically convert the new
customer to a VIP status or
increase spending limits
New visitor comes to your
gambling site

12. TARGETING EXISTING
CUSTOMERS

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TARGETING EXISTING CUSTOMERS
iovation returns a favorable score
Selectively target customers with
limited or specific promotions that
would normally be too high risk for
those without a score
USE CASE 1
Targeted Marketing
USE CASE 2
Increase Deposit Limits / Convert to VIP status sooner
Existing customer logs into the site
iovation returns a favorable score
equating to high trust
Notify the customer of their having
reached VIP status
Existing customer logs into the site
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2
3

14. RETAINING YOUR
VIP CUSTOMERS

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RETAINING YOUR VIP CUSTOMERS
VIP attempts a large bet
or to withdraw money
Business rules or policies
trigger indicating an increased
level of risk
iovation returns a
favorable score equating
to high trust
Override the business rules
or automated policies based
on the score returned
Allow your VIP customer
to continue their actions

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T R U S T S E RV I C E – AN A LY T I C M O D E L
I O VAT I O N ’ S G L O B A L D ATA B A S E D R I V E S T H E T R U S T S E R V I C E
M O D E L
RESPONSES
FREQUENCY
When was the device
first seen?
ASSOCIATION
S
HISTORY
How big is the network
of associations of the
device?
How many allows,
reviews and denies
has the device
received?
?
Has anyone had a
bad experience with
the device?

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TRAIN YOUR TRUST SCORE
W H A T D O E S A V I P L O O K L I K E T O Y O U
 Outdated scores aren’t updated – either they used to be good and now they
aren’t or the other way around
 How closely is the device related to evidence?
Benefits:
 When anyone else sees that device, they will have an updated score (so tell
your friends to tag!)
The more often you place evidence,
the more accurate your trust score is going to be

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EVIDENCE TYPES
FINANCIAL
• Credit Card Fraud
• ACH/Debit Fraud
• Friendly Chargeback
• Insufficient Funds
• Potential Fraud
• Shipping Fraud
• Counterfeit Money Order
• Click Fraud
• Affiliate Fraud
• First Party Fraud
• Loan Default
MISCONDUCT
• Chat Abuse
• Spam
• Abusive to Support
• Promotion Abuse
• Policy Violations
• Customer Harassment
• Inappropriate Content
• Profile Misrepresentation
• Solicitation
• Code Hacking
• Arbitrage Betting
• Gold Farming
CHEATING
• Collusion
• Chip Dumping
• All-in Abuse
• Trading Restriction
ID THEFT
• True Identify Theft
• Synthetic Identity Theft
• Phishing
• Account Takeover
POLICY FRAUD
• Application Fraud – 1st Party
• Application Fraud – 3rd Party
• Claims Fraud – 1st Party
• Claims Fraud – 3rd Party
B2B FINANCIAL
• Business Identify Theft
• Fictitious Business
• Business Takeover
• Dealer Fraud
• Payment Evasion
• Business Misrepresentation
OTHER
• High Risk
• Under or Over Age
• Requested Exclusion

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TRUST SERVICE – USE CASES

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TRUST SERVICE – INNOVATION AWARD
 Awarded by gaming industry experts
 Recognized for ROI value
Top 20 Most Innovative Gaming
Technology Product

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“ ”
Using iovation’s trust scores, we found that 13% of denied
transactions from our review queue could have been avoided. Now
we can take more income and have better customer relationships.

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CLIENT SPOTLIGHT
Paf Reduces Deny Rates 40% and Identifies Valued Clients to Enhance Online Experience
CHALLENGE SOLUTION
 No insight into new customers
 Unable to quickly identify
trustworthy customers
 Held back offering high-value
promotions as fraudsters
abused them
 Ability to have immediate trust
information on complete
strangers
 Predictive scoring provides trust
rating on the device by ruleset
based on use case
 Ability to offer attractive
promotions to good customers
from day one.

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HOW TO GET STARTED
 Returned in the transaction response
 No subscriber side development required
 Business rules available – decision in real time
 Admin console – displayed and usable right away
 Enable the Trust Service at specific integration points to maximize ROI
Easy integration and rapid ROI
Contact info@iovation.com to learn
more

24. Q&A

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UPCOMING EVENTS
MONEY 2020
OCT 25-28, LAS VEGAS, NV
CLIENT WEBINAR SERIES
FRAUD FORCE SUMMIT
OCT 11-13, PORTLAND, OR
ICE TOTALLY GAMING
FEB 2-4, LONDON, UK