Agenda

HOST:

Mark RobinsonChief Executive Officer

Real-time approaches to fraud and social responsibility

Agenda Our background

✦ Founded in 2010✦ Offices in Europe and US✦ Valuable blend of gaming and CRM heritage✦ Improve online experiences by understanding

player journeys

✦ Using big data, analytics and realtime marketing✦ Working with the biggest names in games and

gaming

✦ Experts in targeted CRM and gamification across all platforms

✦ Reviewed as leading analytics and real-time CRM provider

Agenda Know your VIPs

✦ Tell one from the other?

✦ Optimize acquisition and retention of Casual VIPs?

✦ Manage the compulsive behaviours of problem gamblers to avoid self exclusion?

✦ Stop fraudsters before they do serious damage?

✦ Dis-incentivise scammers?

HOW DO YOU…

CASUAL VIP PROBLEM GAMBLER

FRAUDSTER SCAMMER

Agenda Know your VIPs

CASUAL VIP PROBLEM GAMBLER

FRAUDSTER SCAMMER

✦ Tell one from the other?

✦ Optimize acquisition and retention of Casual VIPs?

✦ Manage the compulsive behaviours of problem gamblers to avoid self exclusion?

✦ Stop fraudsters before they do serious damage?

✦ Dis-incentivise scammers?

HOW DO YOU…

Agenda Know your player & know your game

DEPOSIT DATA GAME DATA

Agenda Problem gamblers

✦ GambleAware promotes staying in control while you play

✦ Self exclusions are 4x the value of average punters

✦ Fragmented nature of self exclusion reduces effectiveness

✦ 50% increase in self exclusions

✦ The European problem gambling rate is0.5 to 3%

✦ Focus is on cure rather than prevention

SOCIAL RESPONSIBILITY:

PROBLEM GAMBLER

Agenda Social Responsibility: Problem indicators

✦ Put limits on time and money✦ Stay within a budget✦ Can afford the losses✦ Play for fun with friends✦ Understand that gambling is just a

game✦ Have the attitude of “hope to win”

but “expect to lose”

RECREATIONAL VIPS:✦ Exceed limits (time & money)✦ Experience financial problems✦ Have experienced difficulties with

relationships, work or moods✦ Feel ashamed about gambling✦ Constantly think about gambling✦ Borrow money for gambling✦ Gamble to win back losses✦ Gamble until all the money is gone✦ Feel desperate: “I deserve a win, I need a

win.”✦ Lie about their gambling or try to hide it from

others.

PROBLEM GAMBLERS:

Agenda Real-time approach to prevention

EVALUATE BEHAVIOUR OF SELF EXCLUDERS

IDENTIFY PROBLEM TRIGGERS IN THEIR GAMEPLAY

SET PERFORMANCE THRESHOLDS THAT INDICATE RISK, AND RISK SCORES

CREATE SEGMENTATION

CRITERIA

AB TEST EFFECTIVENESS

& IMPLEMENT

✦ Responsible gaming✦ Long-term player

retention✦ Reduced self-exclusion

OUTCOME:

Agenda Risk triggers

✦ Balance at end of session✦ Increases in deposit amounts & frequency✦ Ave stakes as a % of deposits

MONEY:

✦ Session length✦ Time of day✦ Return frequency

PLAYING TIME:

✦ Increases in stakes following a loss✦ Monotonous patterns of play

ATTITUDE TO RISK

✦ Self select limits at account set-up✦ Changes to limits✦ Applies to all demographics

CRMFocus on extreme behaviour scores

Agenda Real-time interventions

✦ Limit the size of stake as a % of deposits✦ Incentivise stopping and returning with free

plays linked to remaining funds✦ Offer players the opportunity to opt-in to time

blockers✦ Provide free plays after a player loses heavily✦ Provide warnings✦ Prevent further deposits for the day✦ Restrict stake sizes✦ Disrupt monotonous patters of play with new

games

Make your game a safe environment & be generous – these players are valuable!

PROBLEM GAMBLERS CAN BE IDENTIFIED AND ACTED UPON IN THEIR FIRST SESSION

Agenda Fraudsters & scammers

✦ Highly organised fraudulent social networks

✦ Incredibly successful lone exploiters

✦ UK Gambling Commission CEO calls on industry to use data expertise on social responsibility and detection & deterrence of crime & fraud

✦ Can take up to 3 weeks to identify fraud

FRAUD & EXPLOITATION:

FRAUDSTER & SCAMMERS

Agenda Fraudsters & scammers: The problems

✦ Game exploiters✦ Money laundering✦ Match fixing & doping✦ Inside information✦ Poker sharks✦ Rigged odds✦ Credit card fraud✦ Scamming sign-up bonuses

PROBLEMS:

You need to continually outsmart the fraudsters

“20%+ of all online financial frauds can be attributed to online (virtual) gambling."

Europay

Agenda Fraud: Spot the spike

✦ Fraud relies on being hidden amongst the vast weight of data.

✦ For it to work for the fraudster, the payback has to be high.

✦ With deep game data, you can measure normal activity against every game parameter, so fraudulent activity stands out like a sore thumb.

✦ When you know your game parameter norms, you can set real-time triggers to uncover the situation, identify the users and mitigate the problem in real-time for future suspects, without affecting normal players.

Unusual behaviour always stands out

Agenda Scammers: Remove the incentive

✦ Successful scams depend on anomalies or weaknesses in the game that often exist to maximise the attractiveness of sign-up bonuses.

✦ These weaknesses are often a calculated risk, because you can’t control how incentives are applied in the game, but you need to competitively have highly attractive incentives.

✦ With real-time interventions, you can control who receives what incentives how and where in the game incentives can be applied, allowing you to remove barriers for true VIPs one they start playing.

Agenda Real-time approach to fraud prevention

✦ Significant fraud stopped in its tracks✦ Low-level fraud identified for further

investigation ✦ At-risk users quarantined✦ Detection work becomes much more focused

OUTCOME:

Identify the combinations of

metrics that could indicate fraud

Set the levels at which risk scores are accumulated

for each parameter

Set the trigger levels for real-time mitigation engagements

Create and testreal-time

mitigations

Focus data-mining on alerts

and daily risk reports

Agenda Real-time interventions

✦ Limit the size of the bets by game/event

✦ Quarantine the account pending investigation

✦ Require authentication of the account

✦ Provide warning notifications

✦ Stop users from making deposits/ withdrawals

✦ Move players who are being preyed upon to safe tables (Casino Sharks)

✦ Prevent cashing-out

✦ Control how incentives can be applied within the environment

POTENTIAL FRAUD IS UNCOVERED AND ACTED UPON - LIVE

Agenda How deltaDNA optimises gaming

Agenda The winning formula

✦ Single view of player✦ Deep and rich data✦ Multi-channel CRM

✦ Lots of opportunities to enhance the player experience

✦ Applications in fraud and problem gambling

✦ Positive impact on both GGR and NGR! ✦ Consultancy support to build self

sufficiency!

Thank you!deltaDNA

HOST:

Mark RobinsonChief Executive Officer

info@deltadna.com