Account Opening in
the Online Gaming Industry

Insights from Gaming Customers and Leading Global Operators

Winning Takes Balance

Gaming operators are walking a tightrope of challenges, including increasing compliance and due diligence, heightened customers expectations and demands for operational efficiency.
25%
of online gambling customers have abandoned the account opening process because the process was too long or too complicated.
40%
of respondents say opening an account takes at least 10 minutes, for 10% of respondents, the process takes more than one hour.

About This Report

This unique research surveyed active online gambling customers and global gaming operators. Each audience provided their insights on the challenges and opportunities surrounding the online gaming onboarding process, across devices. Data in the report comes from two primary sources:
19
Gaming Execs
In-depth telephone interviews conducted by iGaming Business and Jumio with 19 gaming executives, with representation from 8 of the top 50 global gaming companies based on 2017 EGR Top 50 rankings.
2,164
Online Gaming Customers
A blind survey conducted by Harris Interactive in October 2017 that generated 2,164 responses from online gaming players living in the UK, Ireland, Italy, Spain, and Sweden.
Key Findings

1 Customers are won and lost in the account opening and deposit processes.

Operators acknowledge that customers are won and lost in the account opening and deposit processes. However, the study reveals that one in five online gaming customers would spend more time gambling online if the sign-up process was less complicated and took less time, suggesting there’s significant room for improvement.

‘It doesn’t take long to open a new account and start gambling online.’
26%
36%
22%
10%
6%
  • Strongly disagree
  • Slightly disagree
  • Neither agree nor disagree
  • Slightly agree
  • Strongly agree

2 Mobile onboarding presents a sizable opportunity for gaming companies to win new customers.

Mobile onboarding presents a sizable, yet often missed, opportunity for gaming companies to win new customers. 39% of respondents preferred to play via an app on their tablet or mobile, yet of those who prefer to gamble via this channel, 29% are often discouraged from playing by a lengthy sign-up process.

‘I prefer to gamble on my tablet or mobile phone because I can play when I have free time or I am on the move.’
total
44%
Strongly/
fairly agree
40%
Strongly/
fairly agree
51%
Strongly/
fairly agree
44%
Strongly/
fairly agree
45%
Strongly/
fairly agree
44%
Strongly/
fairly agree

3 Identity verification is a critical turning point in the onboarding process.

Swift, secure identity verification is a critical aspect of the onboarding process. 67% of respondents stated that a gaming operator’s ability to positively identify its customers is as important as providing security from hackers and having a solid privacy policy.

As noted, our survey tells us that for more than 4 in 10, opening an account takes at least 10 minutes and, for 1 in 10 respondents, more than 1 hour. Although this length of time might appear reasonable, the reality is that many players expect to complete the registration process in just a few minutes

‘At which point of the sign up process have you given up?’
47%
When verifying my identity
39%
When having to re-register if forgot the logins
31%
When registering contact details
28%
When depositing funds

4 Gaming operators are looking to the banking industry for what’s to come.

Gaming operators are looking to the banking industry for what’s to come.

The iGaming industry is on the cusp of an evolution where exceptional player experiences blend with operational efficiency, security, and compliance to create an arena where customers and operators can succeed.

The next steps rest clearly with the operators. But, simply streamlining the customer onboarding and online verification processes can clearly pay big dividends in terms of lessening abandonment, while also keeping the riff raff out and ticking the necessary AML and KYC checkboxes.

“Regulators are becoming more and more strict, especially with the 4th AMLD (Anti-Money Laundering Directive) coming into place. I do think (following AML/KYC and GDPR regulatory requirements) is something the gaming industry will have to follow as well.”
GAMING EXECUTIVE
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The Balancing Act of Account Opening in the Online Gaming Industry
Insights from Gaming Customers and Leading Global Operators
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