Vasilije Lekovic, Director of Gaming Accounts at Trustly sits down with SiGMA to discuss how the Pay N Play model is revolutionising the player experience
Let’s talk about the Pay N Play model. How is it streamlining the process for players?
Since 2008, when the company was founded, Trustly’s aim has always been to bring innovation to gambling. We started doing this with our instant pay out product, something that was uncommon in the gaming industry at that time.
Over the years, we’ve been trying to ‘feel’ the market in order to see how our products can best serve gaming companies. For that reason, we produced an innovative Pay N Play product in 2015, which was created to simplify the gaming user experience by utilising functionalities such as collecting the verified KYC data on the player. We created a product which streamlined the registration process for gaming users and significantly improved the conversion acquisition and re-acquisition of the users.
The way Pay N Play works is that it deviates from the regular ways players tend to create their account before playing, such as by filling out lengthy registration forms or sending in proof of identity. Players can instead circumvent this journey completely by paying their deposit directly to their bank. The account can then be created and verified instantly through the collection of KYC data from the bank and other third party sources. The data is then shared with the operators, allowing the player to get straight to playing. This has brought extremely good results across multiple markets since it was introduced back in 2015. Today we serve around 70 brands with Pay N Play products throughout Sweden, Finland, Germany, Estonia and The Netherlands and very soon we hope to launch in other markets as well.
Have the type of players we see today changed? Have their requirements for what constitutes a good playing experience shifted? How do Pay N Play models cater for this?
Definitely. I believe that the profile of a gaming player has changed from 15, 10 or 5 years ago to today. Users are looking for instant gratification. They don’t want to be tied down to lengthy registration forms; they don’t want slow, outdated methods. They want to play. Pay N Play addresses this need by ensuring a fast, simplified experience across different devices. It simplifies every move and plays right into the requirements for the new, millennial players, who want a quick and intimate experience, both before they start playing the game and also when it comes to getting their money back into their bank account.
Several years ago it wasn’t that important that users get their money back so fast after winning, players were used to waiting a couple of days before receiving their payout. Now it’s become extremely important and it’s the operators that are offering instant or fast withdrawals that get the traffic and the loyalty of the players. And Pay N Play product offers that - by including one click instant payouts and that is an important advantage in this era.
So we could say that combining this registration and deposit phase has had a positive impact on player retention for operators.
Yes, especially for player acquisition, player retention, player conversion, and player re-activation. It’s had an extremely positive impact on all those parameters. The lengthy registration process can be a huge drop out point for users. With the Pay N Play solution, this issue has been addressed, it’s a super simplified experience. What we see in markets where we have launched the product, especially in Sweden and Finland, is that more and more users are shifting towards websites with Pay N Play from traditional gaming websites because they know that they get a very simplified user experience which allows them to enjoy playing without wasting time on lengthy registration systems and tedious identification processes. If you don’t have a Play N Play website in Sweden you’re not going to do well and you’re definitely going to be at a disadvantage.
Compliance is a hot button topic for operators nowadays. How does Pay N Play fit into this equation?
Pay N Play is a product that significantly helps the KYC process be done properly, because if you think about the regular gaming websites and the traditional registration forms there are a lot of loopholes where users can make mistakes, especially in terms of the kind of KYC information that they share with the operator and the time it takes to verify that data. This makes it much more difficult for the operators to remain compliant. Pay N Play solves this in a very smooth way as the KYC data is not provided by the user and it doesn’t have to be additionally verified by the operator – it’s provided by Trustly and it’s always verified. The majority of the KYC data you collect comes from the user’s bank, making it easy for the user to go to the bank and register with their personal documentation and be verified. We also use third party KYC sources - so the level of KYC data we can provide is very far reaching and strong.
On top of that, with the KYC data and how the product works and before the user is registered, we send the data to the operator and the operator can cross check it against a self exclusion list with users that are blacklisted. We don’t even send through users which are underage, so these checks are done on our side. So we provide all the tools needed for operators to be able to stay compliant and within the requirements of the regulator.
Actually, what Trustly did when launching Pay N Play to a specific market or for a specific regulation was that we first went to the regulator to review the product and approve it and then the operators would do the same when they launched their brand. We are always in line with regulations in specific markets and our products are actually enhancing compliance.
Some regulators have actually said that Pay N Play is better compliance-wise than regular websites and that it has enhanced the compliance side for the gaming operators.
Collecting KYC from the players bank makes it easier to identify players who may be vulnerable or at risk, would you agree with this?
I agree completely. When the user deposits he enters his credentials into the Trustly iframe on the operator’s website – and before the deposit is completed, we send all the KYC data to the operator and they cross check their database and identify the player and then the players account is created. So actually, the verification of the user is done before the user is even able to play and fully enter the website.
What innovations can we expect to see from Pay N Play in the upcoming future?
We recently introduced a new feature that is based on Pay N Play - In-banner Pay N Play. We launched this new feature a couple of weeks ago with Catena Media and what it does is improve the user experience, and conversation and acquisition rates for users on affiliate websites.
The user clicks on a banner on an affiliate website and can make a Trustly deposit and registration and be redirected to the operators website in a logged state directly from the banner, with the player account being registered and verified in the background. With In-banner Pay N Play we can significantly increase conversion coming from the affiliate websites, as well as give a much better user experience to the players, by implementing different variations of this feature, such as in-banner betting (placing a sports bet, deposit and register at the same time directly from the banner with our Pay N Play technology). We are about to launch it with multiple affiliates and operators and we believe it will bring instant value to the whole of the market involved in this industry – from affiliates and operators right down to the players.
Download the Pay N Play ebook here.