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Unleashing demand in New Markets Using Pre-Paid Payment Methods
David Goodall
Friday 9th September
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Payments a world view
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• There are 2.7bn unbanked consumers globally (Source: World Bank)
• In the UK, 2.8 million UK adults have no bank account (Source: Citizens Advice Bureau)
• In Central/Eastern Europe, low credit card penetration and poor bank payment card infrastructure enables alternative payments to thrive
• During the recession the use of cash has accelerated with over €840bn in circulation in the EU (Source: EFMA)
• 90% of consumers fear online fraud (Source: Shopsafe)
• 50% of consumers don’t shop online due to fear of fraud (Source: Verisign)
• Over £1bn in UK retail sales is lost through poor conversion on websites (Source: Verdict)
Pre-Paid Background
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• Strength of offer
• Website Design
• Merchant link landing page
• Key Words traffic is derived from
• Country of origin of traffic
• Available local payment methods
Major Factors Effecting Conversion
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• Pre-paid and other alternative Payment methods offer the ability to convert players that otherwise can not be targeted.
• As previously mentioned even in developed payment markets such as the UK, there are over 2.8m who do not have a bank account
• In emerging markets this figure is vastly increased, with little or no access to international credit cards.
• By educating and tutoring players, affiliates are able to access a pool of previously unconvertible players.
Major Factors Effecting Conversion
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Matching country specific traffic to merchants offering local payment methods can increase conversion by 73% (case study available)
• Help convert players before they leave your page
– Correct Country Specific Messaging
– Tailor merchant offering to countries targeted, language is not enough
Major Factors Effecting Conversion - Continued
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• What Payment methods are open to the player
• Merchant directory organised by accepted methods
• How to deposit
• Video Tutorials
Educating Players
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• 45 Million Internet Users from a population of 142 Million, within Moscow 97% of 18-24 regularly use the internet and similar pattern is seen older age ranges, in keeping with any other Western city.
• 95 % of all transactions performed using cash
• 91% of card transactions reserved for the withdrawal of Cash (ATM)
• July 2009 saw the introduction of a law that banned Casino and Slot halls in all but 4 remote regions
• Sports betting alone has an estimated turn over of $1.8 Billion per year
• Recognised payment methods include, Webmoney, Ukash, Yandex and OSMP
• Fraud is an ongoing issue, with high level of chargebacks on all cards
Russia
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• 41 Million population with internet penetration above 50%
• 3rd Largest Spanish speaking gaming market in the world
• Thriving offline market, thought to be worth between $2.3 and $4bn. (Global Gaming Business Magazine)
• Payment methods accepted include, International cards, Click and Buy, Dinero Mail and Ukash
• Ukash has worker directly with Merchants within the territory in the aim to convert signed but not deposited players through a series education based emails
Argentina
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Argentina
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• 41 Million population with internet penetration above 50%
• 3rd Largest Spanish speaking gaming market in the world
• Thriving offline market, thought to be worth between $2.3 and $4bn. (Global Gaming Business Magazine)
• Payment methods accepted include, International cards, Click and Buy, Dinero Mail Ukash
• Ukash has worked directly with Merchants within the territory in the aim to convert signed but not deposited players through a series education based emails, based on informing customers of what Ukash is and where to get it.
• Conversion rates as high as 5% have been seen from a single email
Argentina
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• Conversions are missed every minute of everyday due to players not knowing how to deposit correctly
• By teaming up or working with a country specific payment method affiliates can guide players down the right payment route for them
• Geo-targeting and language support within established markets will yield positive results, but in emerging and problematic markets supporting the right payment method is key.
In Conclusion
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Thank you
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David GoodallBusiness Development and Account Manager DDI: +44 (0)20 7089 4022 Mobile: +44 (0)78 94 666 996 Email: [email protected]