Iovation Product Identifies Good Online Casino Customers

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“Knowing who’s good can be as valuable as knowing who’s risky,” says Scott Olson, vice president of product of online transaction security specialist Iovation. Online casinos offer enhanced services to good customers. These may be in the form of higher table limits, faster accrual and redemption of loyalty points and upgrade in VIP status.

Normally such players are identified after months of player experience and processes that may involve a number of manual reviews. Meanwhile the good customer is bereft of enhanced services and the online casino loses out on the increased level of wagering from the customer. Iovation points out that when a good customer experiences delays or extra steps he is likely to go elsewhere, putting future business at risk.

The Device Reputation Authority of Iovation contains data from 8 years of fraud prevention experience that includes over 9 billion transactions and contains the history of over 1.2 billion devices. Iovation processes 10 million transactions per day and stops over 150,000 fraud attempts. Iovation has added a new dimension to this system, which it calls TrustScore. This service has the capability of identifying website visitors that are most likely to be trustworthy, even if they are new to the site.

TrustScore generates a numeric value for each transaction using a proprietary Iovation analytic model and the data in the Device Reputation Authority. The higher the score, the higher is the likelihood that the transaction is good and will remain so in the future. One of the advantages of TrustScore is that it can be used without collecting a customer’s personally identifiable information. The TrustScore has been integrated into the existing Iovation services like ReputationManager. When online casinos subscribe to ReputationManager they will automatically receive the TrustScore service. Those online casinos that already operate ReputationManager can have TrustScore seamlessly integrated into it.

Iovation claims that TrustScore will provide three key benefits to online casinos and other online retailers. It reduces the review queues by about 40% by separating the good transactions that are erroneously caught in the review queues. The time and direct cost saving on this account can be significant. It also allows the online casinos to focus on the riskiest transactions. TrustScore accelerates revenue by recognizing good customers even when they are new to the online casino. Therefore the online casinos can provide these customers with special promotions and higher levels of service allowing for enhanced revenues from day one without any waiting delays. TrustScore improves customer experience because good customers get optimum service immediately. This leads to higher wagering levels in the future.

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