TransUnion launches new RG-led affordability solution
Data firm targets CSR and affordability controls for operators ahead of new UK guidelines
Business data and analytics provider TransUnion has launched a new affordability solution designed to support egaming operators with social responsibility and responsible gambling.
The solution, which was developed and tested over the last year by TransUnion, uses combined individual financial data including credit scores along with socio-demographic and property data to assess new players in real time.
Operators will be able apply a traffic light status to each player based on their level of risk, together with an index score of one to 20, based on the likelihood of the individual may suffer financial hardship.
It can be deployed at any stage of the customer journey including registration, first deposit, first withdrawal or when a player hits any deposit or loss trigger. The affordability solution also uses behavioural and transactional data such as playing time, deposit amounts, loss amounts and provides a full audit trail.
Dominic Goslett, director of TransUnion UK and Europe, said the new solution would meet new affordability and social responsibility requirements without compromising the customer journey.
“The tool generates a graded assessment of an individual player’s profile – assigning them a red, amber or green rating – and enables gaming companies to assess the financial stress and potential vulnerability of players at any point in the customer journey, helping them to make smarter, more responsible decisions when it comes to customer engagement,” Goslett added.
The Gambling Commission (UKGC) called on operators to impose “affordability triggers” on players as part of a wider plan to address gambling related harm in its 2019 enforcement report released earlier this year.
New licensing codes of practice in this area are expected to be unveiled by the end of the year.
TransUnion’s head of gaming in the UK and Europe, Adam Hancox, said those operators which make these changes ahead of mandatory regulation will inevitably benefit from doing so early.
Hancox added: “This creates a genuine opportunity for operators to take the lead in establishing safeguards and enhanced processes without policy intervention.”