With a new edition of the Global Gaming Expo (G2E) taking place in Las Vegas, Jumio, a provider of identity verification and authentication solutions, is ready to make an impact on the gambling mecca with its latest solutions.
In an exclusive Q&A session with Emeka Ezeyi, Jumio’s Global Head of Gaming, Yogonet explores the company’s role in promoting responsible gaming practices and delves into the latest trends in identity verification.
In the conversation, Emeka Ezeyi highlights that Jumio collaborates with some of the largest gaming providers, including industry giants like 888.com and betfair. As such, G2E presents a prime opportunity to connect with existing clients and potential partners while staying at the forefront of the industry’s developments.
Jumio is participating in the latest edition of G2E. Could you provide insights into what Jumio plans to showcase or highlight during the event?
The gaming industry is incredibly important for Jumio. We work with 9 out of 10 of the largest global gaming providers including 888.com, betfair and Novibet, so G2E is a key date in our calendar. It’s an opportunity to connect with clients and prospects, as well as ensuring we’re up to speed with all of the latest trends in the sector. We plan to promote our work in helping to create a safer online gaming world, highlighting our continued research in the space.
Our 2023 Global Digital Identity research found that over a third of global consumers (38%) think that robust identity verification methods would help ‘a lot’ to prevent underage access to online gaming/gambling and over half (52%) think biometric verification is needed. As such, we’ll be having lots of conversations around how we can help providers leverage this consumer appetite to create more responsible environments online.
Networking and building relationships are essential components of industry events like G2E. What are your expectations for networking at the expo?
We’re excited to speak with gaming companies who are committed to creating a safer and more responsible online environment fit for our digital age. G2E is the prime place to do that, with so many interesting gaming businesses in attendance. With our new insights and vast expertise in the sector, we understand the challenges and opportunities like no other, so are perfectly poised to support many of the attendees here at the show, if we’re not doing so already!
How can the insights and solutions you bring benefit stakeholders at G2E, especially in the context of responsible gaming practices and compliance? What are the main requirements of the gambling industry at the moment?
In June 2023, the International Gaming Standards Association (IGSA) announced the creation of a Responsible Gaming Committee and its ultimate goal is to create a global standard and data-driven technology that removes the burden from regulators and gaming operators alike.
In the UK, the government published its white paper with proposed reforms to the 2005 Gambling Act and is already in the process of making changes, such as raising the minimum age for the National Lottery from 16 to 18. In the US, the American Gaming Association (AGA) is calling on gaming operators to help prevent problem gambling in the first place by adhering to its Responsible Marketing Code for Sports Wagering.
These are just a few of the many regulations that businesses need to adhere to, but our advanced identity verification and authentication solutions – underpinned by biometrics and AI – are all designed to help them do so as easily as possible.
Jumio has expressed its commitment to supporting Responsible Gaming Education Month. Could you elaborate on the specific initiatives or strategies Jumio is implementing to enhance responsible gaming practices within the gambling industry?
Jumio is deeply committed to enhancing responsible gaming practices within the industry through a comprehensive set of strategic initiatives. For example, we are actively pursuing additional licenses in multiple US states where online betting is legal. This expansion aligns with our support for the American Gaming Association’s Responsible Gaming Education Month, reinforcing our dedication to helping gaming operators implement responsible gaming practices on a nationwide scale.
We’ve also developed cutting-edge identity verification solutions specifically designed for the gaming sector. These solutions enable gaming operators to ensure that players are of legal age and that they are not using someone else’s ID to create an account. These measures are pivotal in preventing underage access to gaming platforms and promoting responsible gaming.
In addition to age verification, our solutions serve as a robust line of defense against fraud. By verifying that the person logging in the gaming account matches the account creator, we safeguard against account takeovers and fraudulent activities, ensuring both the business and its customers are protected from potential harm.
Your research highlights that a significant percentage of consumers see identity verification as a means to prevent underage access to gambling platforms. How is Jumio leveraging its identity verification solutions to address this concern effectively?
Jumio’s identity verification solutions play a pivotal role in addressing the issue of underage access to gambling platforms. We do this in a number of ways. Firstly, our robust age verification solutions significantly reduce the risk of underage players gaining access to age-restricted gambling sites.
We achieve this by cross-referencing a player’s date of birth on their identity document, ensuring that only adults can participate. This measure underscores our commitment to prevent minors from accessing online gaming and betting platforms.
Our solutions not only verify a player’s age but also confirm that the person logging into an account is the legitimate account holder. This added layer of security prevents children from accessing a parent or guardian’s account and also helps protect against other account takeovers and fraudulent activities.
We also recognize the importance of a smooth onboarding experience for legitimate adult players, and thus our solutions strike a balance by facilitating a frictionless sign-up process. This not only enhances security but also promotes responsible gaming practices with our robust verification infrastructure while reducing customer acquisition costs for operators.
Jumio recently published an e-book on “Responsible Gaming Trends Around the World.” Could you provide insights into some key trends or findings from the e-book?
Our commitment to securing licenses in multiple U.S. states mirrors the global trend toward standardized frameworks for responsible gaming. Regulators and operators worldwide are increasingly adopting consistent industry standards to enhance player protection, compliance, and the promotion of responsible gaming practices.
The e-book also highlights the industry’s shift toward preventive measures, such as stringent identity verification and self-exclusion programs. These measures are essential not only for regulatory compliance but also for building player trust and ensuring a secure gambling environment.
Many countries are also strengthening regulatory requirements, emphasizing robust identity verification and Anti-Money Laundering (AML) screening. This collective effort demonstrates the industry’s dedication to creating secure online gambling environments and preventing its use for illicit activities.
Lastly, we emphasize the importance of collaboration between gaming companies and responsible gaming organizations. Initiatives like the Responsible Gaming Maturity Model (RGMM) showcase the industry’s commitment to player protection and responsible gaming practices.
