HITTING THE STRIP
UK operator William Hill releases
a new TV advertising campaign,
backed by heavy investment, to
coincide with the launch of its £1m
Vegas giveaway promotion
FRAUD PREVENTION
THE NEW NORM FOR THE GAMING INDUSTRY
DAVID EXCELL, CO-FOUNDER AND CTO OF FEATURESPACE,
ARGUES THERE’S NO SUBSTITUTE FOR STRONG DATA
ANALYTICS IN THE FIGHT AGAINST FRAUD
The online gaming space
can be hard to police.
Unlike a physical casino,
customers can’t be
observed in the flesh. Add
to that the number of
transactions taking place
at any one time, and you
have a breeding ground
for fraudsters who thrive in
the apparent anonymity of
big data. As such the online
gaming industry almost
comes to expect a certain
amount of fraud to occur.
But this shouldn’t have to
be the case.
Currently many online
gaming companies employ
batch processed, rulebased fraud alerts which
run at regular intervals.
However, with fraudsters
altering their trends
and patterns to prevent
detection, it becomes
difficult to effectively
pinpoint fraudulent activity.
This has created a culture
of cautiousness with
organisations potentially
turning away good
customers simply because
they can’t distinguish
between what actions may
or may not be fraudulent.
Not only can this create a
negative perception of the
brand among consumers
MONIKA FIALA
GREG LOUCAIDES SEAN KEOGH
CFO and interim CEO
Fiala will become interim chief
executive of mybet when
current CEO and co-founder
Mathias Dahms stands down
by the end of 2013 after
15 years at the company.
Only a week prior to the
announcement of Dahms
departure, Fiala was also hired
as chief financial officer to
replace retiree Stefan Hänel.
Poker manager
Joining the Malta-licensed
operator in March 2012,
Loucaides was poker retention
manager at Stoke-based
bet365 for over two years and
also held a number of roles at
Action Poker Network. In his
current position Loucaides is
responsible for driving mybet.
com’s online poker and casino
strategy.
www.egrmagazine.com
Platform director
Keogh originally joined the
company’s ANYBET GmbH
subsidiary in 2003 as head
of B2B services before later
becoming general manager
of the mybet (then named
JAXX) operations in Austria.
The platform director, who has
held the role since February
2010, was also MD for the UK
business from 2006.
this approach is also
very labour intensive. By
deploying a data analytics
engine that is both adaptive
and behavioural it is
possible to not only reduce
fraud, but also to predict
and prevent it before it
happens.
"The industry
almost comes
to expect a
certain amount
of fraud to
occur"
David Excell, Featurespace
Behavioural analytics
also gives companies the
ability to build a unique
profile of each customer’s
individual behaviour.
Adaptive behavioural
analytics give an accurate,
real-time view of constantly
moving interactions,
enabling brands to detect
changes in as little as
100 milliseconds. This
has benefits beyond
fraud as it’s also able to
detect when a gamer is
becoming addicted and
therefore target them with
responsible gaming advice
often before they even
know they have a problem.
Because the system is
instant and self-learning
it helps reduce the need
for manual intervention,
improving business
efficiency and allowing
for human resources to
be redirected. The ability
to judge customers'
behavioural patterns also
reduces false positives,
allowing for more good
customers to be accepted.
Like watching a gambler
at the slot machine,
behavioural analytics allows
operators to build a clear,
accurate and instant profile
of each customer in a way
never before achievable.
MONTH
STEFAN ZENKER
SANDRA BEVEC
Head of international
relations
A mybet veteran, Zenker has
been at the operator for 14
years after he joined one year
following the original launch
of the company as FLUXX
AG in 1998. During his time
at Frankfurt-listed mybet,
Zenker has also held the role
of managing director at its
subsidiary ANYBET GmbH.
Casino and games manager
In her current role at mybet
Sandra leads the company’s
casino product offering
and its promotions and
CRM. Bevec has previous
experience in the online
casino market after holding
the role of COO at Casiopea
Group for three years where
she was in charge of its
casino operation.
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