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US – CAMS ID verification gives 20 per cent increase in player approvals at Betfair

By - 6 October 2014

With barely a year passed since the advent of licensed and regulated online gaming in the United States, new technologies designed to optimise player authorisation are yielding benefits for the industry.

CAMS, LLC in conjunction with its client GameAccount Network and Betfair Interactive US revealed that the CAMS waterfall process for player age & ID verification has yielded a 20 per cent increase in player approvals at Betfair gaming sites in New Jersey.

GameAccount Network looks to CAMS to handle payment connectivity, fraud detection and prevention. GameAccount Network provides the Internet gaming system, casino content and player management for Betfair Interactive US, LLC, who in turn provide the same to Trump Plaza in New Jersey.

Traditional methods of age and ID verification involve a single verification vendor. Should a player fail to appear in the vendor’s database, the operator may exclude them from play (often creating a false negative) or – in the alternative – require more sensitive data for deeper analysis. The CAMS “waterfall” process integrates multiple vendors into their platform and efficiently passes players down through several vendors in an attempt to verify them.

“We look to CAMS to help create a positive user experience while ensuring regulatory compliance,” said Don Ryan, SVP of Gaming for Betfair. “By streamlining our player approval process, CAMS has brought about a twenty percent increase in throughput and that undoubtedly benefits the casino’s bottom line.”
Betfair is the largest online gaming exchange with more than 4 million registered customers worldwide. The company operates BetfairCasino.com in New Jersey.

Greater throughput brings about a better user experience as more players who should be authorized to play are approved to play online. The CAMS waterfall solution helps decrease false negatives while ensuring that only those with verifiable age and identities are approved to fund an account and engage in real money play.

“We were impressed with how the waterfall process increased player approval rates, said Dermot Smurfit, CEO of GameAccount Network. “Implementing multi-stage KYC processes in collaboration with CAMS is demonstrably helping to verify more US citizens trying to open their Internet gaming account online in New Jersey.”

“Our goal for GameAccount Network was to provide an efficient platform that approved qualified players quickly and allowed them to begin play,” said Matthew Katz, CEO of CAMS. “A positive player experience must be balanced with safety and security.”

CAMS is a leader in providing online gambling and lottery operators with payment connectivity, geolocation, and Know Your Customer (KYC) verification services. The CAMS waterfall approach utilizes multiple age and identity sources to help honest players gain approval and register for real money play.

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