Caleb Sims, the Head of Gaming GTM at Prove, emphasizes the importance of consistent identity signals throughout a player's journey in online gambling. However, the company has not revealed the frequency of wrongful rejections of genuine players during the sign-up process.
According to Sims, online gambling operators may inadvertently alienate legitimate players due to inconsistencies in identity verification systems. He suggests that rather than starting the verification process from scratch each time, operators should maintain trusted identity signals throughout registration and beyond.
Sims highlighted the issue that arises when operators employ different identity verification providers for various stages of the onboarding process. This can lead to discrepancies, where the same player’s information is accepted to fill out an application but then questioned moments later, resulting in confusion and potential rejection.
He advocates for treating identity verification as an integral infrastructure rather than a series of isolated checks. If there is already strong evidence confirming a player's identity, such as ownership of a trusted device, this context should be preserved throughout the onboarding process.
Prove cites its onboarding metrics to demonstrate that reducing friction can enhance the registration experience, boasting up to 79% faster onboarding and a 90% match rate for its gaming solutions. However, the company does not disclose the rate of false rejections for legitimate players.
When discussing the balance between efficient onboarding and regulatory compliance, Sims notes that the approach should be adaptable based on the risk level associated with each player. He argues that stronger verification should not equate to subjecting all players to additional hurdles. Instead, players demonstrating low risk should have a streamlined experience.
Furthermore, Sims explains that ongoing verification should continue after registration. New risk indicators, such as a different device or phone number, may necessitate further authentication, while returning players on recognized devices could be seamlessly identified.
The overarching goal, according to Sims, is to achieve 'persistent identity,' which involves maintaining trust in a player post-sign-up without repeatedly requiring them to verify their identity. This approach aligns with a growing trend towards reusable digital identities, potentially minimizing the need for repetitive verification.